LM黄金四川分公司发展战略研究

发布时间：2018-02-26 02:13

本文关键词： 战略管理珠宝首饰行业营销策略　出处：《西南交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：战略管理(Strategic management):是指对一个企业或组织在一定时期的全局的、长远的发展方向、目标、任务和政策,以及资源调配做出的决策和管理艺术。战略管理是指对企业战略的管理,包括战略制定/形成(Strategy Formulation/formation)与战略实施(Strategy Implementation)两个部分。战略管理首先是一个"自上而下"的过程,这也就要求高级管理层具备相关的能力及素养。本文作者综合运用所学习的管理学以及相关知识,对LM黄金四川分公司过去五年(2011年-2015年)的经营进行分析,总结在过去五年中LM黄金四川分公司的经验和教训。希望为LM黄金四川分公司在未来三年(2018年-2020年)提供发展战略。本文作者综合运用"PEST分析模型"、"波特五力模型分析"和"SWOT分析法"等多种分析方法,深入分析LM黄金四川分公司所处的宏观环境、珠宝首饰行业的发展趋势和LM黄金四川分公司的内部环境。发现LM黄金四川分公司虽然处于快速发展阶段,但是LM黄金四川分公司的经营策略也存在一些问题,需要对经营策略做出适当的调整,才能更好适应激烈的市场竞争。在此基础上,本文作者认为LM黄金四川分公司所处的宏观环境良好,LM黄金四川分公司具备适合采用扩张战略所需的条件进一步扩大市场份额。本文作者提出了 LM黄金四川分公司进行扩张战略,以及实施和保障方案。论文综合运用营销管理的相关知识,详细介绍了 LM黄金四川分公司对市场进行细分、从品牌定位、品牌推广和营销策略。同时还提出具体的实施过程和保障措施。本文作者在尽力提出LM黄金四川分公司未来三年经营策略的同时,也尝试为珠宝首饰行业的其他企业以及不同行业可能存在类似情况的企业制定经营策略提供一定的参考。
[Abstract]:Strategic management refers to the overall, long-term development direction, objectives, tasks and policies of an enterprise or organization in a certain period of time. It includes two parts: strategy formulation / formation (Strategy formulation / formation) and Strategy implementation (Strategy implementation). Strategic management is, first of all, a "top-down" process. This also requires senior management to have the relevant ability and accomplishment. The author analyzes the management management and related knowledge of LM Gold Sichuan Branch in the past five years (2011 to 2015). This paper summarizes the experiences and lessons of LM Gold Sichuan Branch in the past five years. It is hoped to provide the development strategy for LM Gold Sichuan Branch in the next three years (2018-2020). And "SWOT analysis" and other analytical methods, The macro environment of LM Gold Sichuan Branch, the development trend of jewelry industry and the internal environment of LM Gold Sichuan Branch are analyzed in depth. It is found that LM Gold Sichuan Branch is in a rapid development stage. However, there are some problems in the management strategy of LM Gold Sichuan Branch, which need to be adjusted properly in order to better adapt to the fierce market competition. The author thinks that the macro environment of LM gold Sichuan branch is good. The LM gold Sichuan branch has the conditions suitable for adopting the expansion strategy to expand the market share further. The author puts forward the LM gold Sichuan division. The company carries on the expansion strategy, As well as the implementation and protection scheme. The paper comprehensively uses the relevant knowledge of marketing management, introduces the LM gold Sichuan branch market segmentation, from the brand positioning, Brand promotion and marketing strategy. At the same time, it also puts forward the specific implementation process and safeguard measures. The author of this paper tries to put forward the management strategy of LM Gold Sichuan Branch in the next three years. It also tries to provide some reference for other enterprises in jewelry industry as well as enterprises with similar situation in different industries.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272;F426.8

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