玛纳斯碧玉市场营销策略研究

发布时间：2018-05-05 20:55

本文选题：玛纳斯碧玉 + 市场营销　；参考：《石河子大学》2017年硕士论文

【摘要】：随着经济的发展和中国玉器市场的发展,玛纳斯碧玉市场近年来发展迅速,玛纳斯碧玉价格也是节节增高,玛纳斯碧玉产业正成为当地第三产业发展的核心力量,市场营销在其中发挥的作用越来越重要。近年来玛纳斯碧玉市场规模迅速扩大,目前玛纳斯县拥有碧玉经营实体500余家,从业人员8000余人,年销售额达到11.6亿余元。但在市场营销方面仍处于初级阶段:进货渠道效率低下,近1/3的进货渠道都是自产自销;销售渠中传统碧玉商铺独占鳌头,占整个销售渠道的72%;顾客类型中数量最多的是本地人,县外市场开发不足;产品类型类型单一、同质化严重;碧玉经营者营销意识薄弱,促销方式简单;消费者满意度较低、信息获取途径不规范。通过分析玛纳斯碧玉的各个细分市场和目标市场,将玛纳斯碧玉市场定位为:地域消费市场、个性消费市场、中年消费市场、中等收入消费市场、较高学历消费市场。综合分析玛纳斯碧玉的优势、劣势、机遇、威胁,实施合适的营销策略组合。品牌策略为确定“玛纳斯碧玉、皇家碧玉”的品牌格言,用好“国家地理标志产品”专用商标。产品策略定位为中高端市场,加大产品开发力度,形成原石、首饰、保健玉器、陈设玉器、玉器建材等五大碧玉产品体系,并实行差异化策略。在价格策略方面,采用综合定价法,高端市场采用“占位定价”策略,中端市场通过提高产品附加值等方式逐步适当提高产品价格。在渠道策略方面,规范玉器店管理,大力实施网络营销、设立商场专柜、实行大客户战略联盟。在营销传播策略方面,采用广告、销售促进、事件营销、公共关系营销、体验营销的方法。同时通过内部营销、整合营销、关系营销、绩效营销4个方面实施全方位营销策略。最后,通过加强行业自律、加强市场监管、编制产业规划、大力发展旅游业来保障玛纳斯碧玉市场营销策略的实施。
[Abstract]:With the development of economy and China's jade market, Manas Jasper market has developed rapidly in recent years, and the price of Manas Jasper has also been rising. Manas Jasper industry is becoming the core force of local tertiary industry development. Marketing is playing a more and more important role in it. In recent years, the market scale of Manas Jasper has expanded rapidly. At present, Manas County has more than 500 Jasper business entities, more than 8000 employees, and annual sales of more than 1.16 billion yuan. However, marketing is still at an early stage: the efficiency of the purchasing channels is low, nearly a third of the purchasing channels are produced and sold by themselves, and the traditional Jasper shops dominate the sales channels. Accounting for 72% of the total sales channels; the largest number of customer types are local people, lack of market development outside the county; product types are single, homogenization is serious; Jasper operators' marketing awareness is weak, promotion is simple; consumer satisfaction is low. The access to information is not standardized. By analyzing the market segments and target markets of Manas Jasper, the market orientation of Manas Jasper is as follows: regional consumption market, individual consumption market, middle age consumption market, middle income consumption market and higher education consumption market. Comprehensive analysis of Manas Jasper strengths, weaknesses, opportunities, threats, the implementation of appropriate marketing strategy mix. Brand strategy is to determine the "Manas Jasper, Royal Jasper" brand motto, using the "National Geographic indication products" trademark. The product strategy is positioned at the middle and high end market, strengthens the product development dynamics, forms the original stone, the jewelry, the health care jade, the display jade, the jade building materials and so on five big Jasper product system, and implements the differentiation strategy. In the aspect of price strategy, the comprehensive pricing method is adopted, and the "occupancy pricing" strategy is adopted in the high-end market. The middle market increases the product price by increasing the added value of the product step by step. In the aspect of channel strategy, we should standardize the management of jade store, implement network marketing, set up special counter of shopping mall, and implement strategic alliance of big customer. In marketing communication strategy, advertising, sales promotion, event marketing, public relations marketing, experience marketing methods. At the same time, through internal marketing, integrated marketing, relationship marketing, performance marketing four aspects of the implementation of comprehensive marketing strategy. Finally, we should strengthen industry self-discipline, strengthen market supervision, draw up industrial planning, and vigorously develop tourism to ensure the implementation of Manas Jasper marketing strategy.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.8

【参考文献】