中国珠宝玉石产业的品牌战略管理研究

发布时间：2018-06-07 00:34

本文选题：珠宝玉石 + 品牌　；参考：《福建师范大学》2014年硕士论文

【摘要】：改革开放以来,随着我国经济的快速发展和综合国力的增强,城乡居民收入迅速增加,居民的物质消费需求和精神消费需求也在不断提升,这就为我国的珠宝玉石产业提供了前所未有的发展机会。近年来珠宝玉石产业也面临激烈的竞争,很多名牌珠宝玉石商铺总是门庭若市,而普通珠宝玉石柜台则相对冷清许多。许多零散的珠宝玉石经营者出现了生存危机,其主要原因在于珠宝玉石产品的同质性,缺少品牌意识,核心竞争力不强。因此,在经济市场化大背景下,随着高档珠宝玉石市场准入的要求降低,珠宝玉石经营者自主权的扩大,国外珠宝玉石机构对中国珠宝玉石市场的冲击,以及买方市场的形成,我国珠宝玉石经营者的生存和发展必须直面市场,实施品牌战略和品牌经营。创建珠宝玉石品牌已经不是一个要不要的问题,而是历史的必然。现在需要考虑的是,在日趋激烈的珠宝玉石市场竞争中,如何增强珠宝玉石经营者的品牌意识,如何创建珠宝玉石品牌,创建一批有竞争力的珠宝玉石品牌已成为中国珠宝玉石产业发展的重要课题。本文分析了我国珠宝玉石品牌战略发展现状,提出了珠宝玉石品牌营销战略及其具体实施方案,以期促进该行业树立企业品牌竞争意识,提升企业自身的文化内涵和价值观念,维护和尊重企业品牌,规范珠宝营销市场,提高企业经营管理水平,为我国珠宝玉石产业的健康发展奠定良好的基础。
[Abstract]:Since the reform and opening up, with the rapid development of our country's economy and the enhancement of our comprehensive national strength, the income of urban and rural residents has increased rapidly, and the demand for material consumption and spiritual consumption of the residents has also been rising. This provides unprecedented opportunities for the development of China's jewelry and jade industry. In recent years, the jewelry and jade industry also faces fierce competition, many famous brand jewelry jade shops are always in the market, while the ordinary jewelry and jade counters are relatively cool. Many scattered jewelry and jade operators have appeared survival crisis, the main reason is the homogeneity of jewelry and jade products, the lack of brand awareness, the core competitiveness is not strong. Therefore, under the background of economic marketization, with the lower requirements of market access for high-grade jewelry and jade, the expansion of the autonomy of jewelry and jade operators, the impact of foreign jewelry and jade institutions on China's jewelry and jade market, and the formation of the buyer's market, The survival and development of jewelry and jade managers in China must face up to the market and implement brand strategy and brand management. The creation of jewelry and jade brand is not a problem, but a historical necessity. What needs to be considered now is how to enhance the brand awareness of jewelry and jade operators and how to create jewelry and jade brands in the increasingly fierce competition in the jewelry and jade market. The establishment of a group of competitive jewelry and jade brands has become an important issue in the development of China's jewelry and jade industry. This paper analyzes the present situation of the development of jewelry and jade brand strategy in China, and puts forward the marketing strategy of jewelry jade brand and its concrete implementation plan, in order to promote the industry to set up the enterprise brand competition consciousness and to promote the enterprise's own cultural connotation and value concept. Maintaining and respecting the enterprise brand, standardizing the jewelry marketing market, improving the management level of the enterprise, and laying a good foundation for the healthy development of China's jewelry and jade industry.
【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8;F273.2

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