深圳市A珠宝首饰有限公司营销策略研究

发布时间：2018-01-22 07:33

本文关键词： 营销策略市场调研品牌营销珠宝首饰　出处：《广东财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的发展和人们生活水平的提高,中国珠宝首饰行业也进入了快速发展的轨道。20世纪90年代,国内珠宝首饰销售总额一直以很大的幅度持续增长,2013年高达5500亿元,比2012年增长23.9%。国内珠宝首饰行业在改革开放之后,市场格局发生了较大变化,消费者消费习惯和消费心理也随之发生了巨大变化。目前,我国珠宝市场存在以下几种特征：强势品牌基本上占据鳌头,独领市场；消费者购买珠宝的目的仍停留在保值投资以及显示身份地位；珠宝首饰质量随着首饰工艺技术的改进而进一步好转；珠宝首饰在网络上开展销售的规模越发壮大；珠宝首饰的低价促销策略依然发挥着作用；未来市场竞争的主要手段应该是品牌的角逐。本文立足于深圳市A珠宝首饰有限公司(以下简称A珠宝公司)的实际情况进行分析,借助市场调研工具,采取多种灵活的营销策略,使企业规模和销售额获得大幅提升。A珠宝公司拥有加工工厂的优势,用批发代理模式来拓展市场,以二、三线城市为主要的营销目标,借助广告推广促销手段进行品牌推广。本文在深入调研A珠宝公司营销管理现状后,逐一分析出公司的优势、劣势、机会、威胁,以及波特五力模型的各种影响因素,结合当前国内珠宝首饰市场环境提出了A珠宝公司未来的市场定位和营销策略,希望能为A珠宝公司及国内其他珠宝首饰行业企业的营销管理起到一定的引导作用。
[Abstract]:With the development of Chinese economy and the improvement of people's living standard, China's jewelry industry has also entered the track of rapid development. 90s of the 20th century. The total sales volume of domestic jewelry has been increasing continuously by a large margin, reaching 550 billion yuan in 2013, which is 23. 9% more than 2012. After the reform and opening up, the domestic jewelry industry has been in the process of reform and opening up. Great changes have taken place in the market pattern, with which consumer consumption habits and consumer psychology have changed greatly. At present, the jewelry market in China has the following characteristics: the dominant brand dominates the market, and the market dominates alone; The purpose of buying jewelry by consumers is to maintain their value, invest and show their status; The quality of jewelry is improved with the improvement of jewelry technology. The scale of jewelry sales on the network is becoming stronger and stronger; The low price promotion strategy of jewelry is still playing a role; The main means of market competition in the future should be brand competition. This paper is based on the actual situation of Shenzhen A Jewelry Co., Ltd. (hereinafter referred to as A Jewelry Company), with the help of market research tools. Adopt a variety of flexible marketing strategies, so that the size of enterprises and sales to obtain a substantial increase. A jewelry company has the advantage of processing factories, with wholesale agency model to expand the market, with two. The third tier city is the main marketing target, and carries on the brand promotion by the advertising promotion promotion means. After the thorough investigation A jewelry company marketing management present situation, analyzes one by one the company's superiority, the inferiority, the opportunity, the threat. Combined with the current domestic jewelry market environment, this paper puts forward the future market positioning and marketing strategy of A jewelry company. Hope to play a guiding role in the marketing management of A jewelry company and other domestic jewelry enterprises.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.8

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