广州裕百祥珠宝公司定制化营销模式研究

发布时间：2018-05-28 23:15

本文选题：珠宝定制 + 营销模式　；参考：《华南理工大学》2014年硕士论文

【摘要】：随着人民生活水平的不断提高，人们的奢侈品消费能力大大提高，2011年，我国珠宝销售总额已经占了全球珠宝销售总额的13%。以卡地亚为代表的国际知名品牌纷纷进驻中国珠宝市场，国内珠宝品牌更是如雨后春笋般诞生。由于珠宝行业市场竞争压力不断增加，各大珠宝企业纷纷开始寻求新的营销模式，以求在珠宝市场上占据一席之地。本文以广州裕百祥珠宝公司为例，探究其新型的定制化营销模式的有关情况。本次研究通过设计合理的调查方案，，采用专家访谈法对裕百祥的珠宝销售情况做一个初步了解；并采用文献资料法了解有关珠宝定制和珠宝营销的相关情况，设计了相应的调查问卷，进一步深入分析裕百祥的珠宝销售情况和消费者对于珠宝的选择习惯。在了解了有关珠宝定制的相关概念之后，纵观国内外珠宝定制的发展历程，分析珠宝定制目前尚存的一些例如同质化现象比较严重，品牌效应不够，企业大而不强等问题；并提炼出珠宝销售的4大要素：品牌、推广、服务、寻找。对裕百祥珠宝公司做基本了解，分析该公司的珠宝营销情况和营销特色，对比与国际知名品牌卡地亚的成功定制化服务经验，进行归纳总结。在理论准备完成之后，对问卷所收集到的数据进行实证分析，对调查样本做初步整理归类，分别探究了消费者性别、年龄、收入等自身属性对于珠宝销售的影响，消费者对于不同种类的珠宝的偏好情况，对于国内不同珠宝品牌的了解情况和关注度，消费者对珠宝销售服务的具体要求以及裕百祥珠宝顾客的回头率情况。在调查数据分析的基础上，结合裕百祥珠宝公司的自身特色，对其珠宝定制化营销模式进行SWOT战略分析，全面分析了裕百祥珠宝在定制化营销方面的优势、劣势、机遇和挑战因素，并总结了其发展战略，绘制相应的SWOT分析结构表。最后，总结全文，从珠宝的设计、珠宝的质量、珠宝的品牌效应以及具体营销策略这四个方面综合给出有利于促进裕百祥珠宝定制化营销发展的相关政策建议。
[Abstract]:With the continuous improvement of people's living standard, people's consumption ability of luxury goods has been greatly improved. In 2011, the total jewelry sales in China accounted for 13% of the total global jewelry sales. Cartier as a representative of the international famous brands have entered the Chinese jewelry market, domestic jewelry brands are springing up like bamboo shoots. Due to the increasing competition pressure in the jewelry market, the major jewelry enterprises have begun to seek a new marketing model in order to occupy a place in the jewelry market. Taking Guangzhou Yubaixiang Jewelry Company as an example, this paper probes into its new customized marketing model. In this study, by designing a reasonable investigation scheme and using expert interviews to make a preliminary understanding of the jewelry sales situation of Yu Bai Xiang, and using the method of literature to understand the relevant situation of jewelry customization and jewelry marketing, A questionnaire is designed to further analyze the jewelry sales and consumer's choice habits. After understanding the related concepts of jewelry customization, this paper makes a survey of the development of jewelry customization at home and abroad, and analyzes some problems that still exist in jewelry customization, such as serious homogenization phenomenon, insufficient brand effect, large and weak enterprises, and so on. And extract the four major elements of jewelry sales: brand, promotion, service, looking for. This paper makes a basic understanding of Yubaixiang Jewelry Company, analyzes its jewelry marketing situation and marketing characteristics, compares with the successful customizing service experience of Cartier, an international famous brand, and sums up and summarizes it. After the theoretical preparation is completed, the data collected from the questionnaire are empirically analyzed, the survey samples are preliminarily classified, and the influence of the consumer's gender, age, income on jewelry sales is explored respectively. Consumers' preference for different kinds of jewelry, the understanding and attention of different jewelry brands in China, the specific requirements of consumers for jewelry sales services and the turning back rate of customers of Yubaixiang Jewelry. Based on the analysis of investigation data, combined with the characteristics of Yubaixiang Jewelry Company, this paper makes a SWOT strategic analysis on the customized marketing mode of its jewelry, and comprehensively analyzes the advantages and disadvantages of the customized marketing of Yubaixiang Jewelry. The opportunity and challenge factors are summarized, and the development strategy is summarized, and the corresponding SWOT analysis structure table is drawn. Finally, the paper summarizes the whole paper, and gives the relevant policy suggestions to promote the customized marketing of Yubaixiang jewelry from four aspects: the design of jewelry, the quality of jewelry, the brand effect of jewelry and the specific marketing strategy.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8;F274

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