S珠宝销售公司流动店面营销管理研究
发布时间：2018-09-06 19:23
【摘要】：珠宝首饰在人们的日常生活中消失了很长一段时间,直到上世纪九十年代初,随着改革的发展和人们生活水平的提高,珠宝首饰开始受到人们的青睐,中国的珠宝市场和珠宝产业开始初步形成。随后,珠宝市场经历了一个快速发展期,进入了一个激烈竞争的阶段。目前,严重的产品同质化、低层次的价格竞争以及欺诈性的折扣促销已成为中国市场发展所面临的主要问题。S珠宝公司是一家区域珠宝销售公司,在营销管理方面同样也被这些问题所困扰。本文以S珠宝公司流动店面营销管理为研究主体,在营销管理的相关理论和研究成果的指导下,对S珠宝公司现有的营销管理进行解剖式分析。通过剖析营销管理的时机运作状况,分析各种相关历史数据,对营销管理优势进行总结,研究了S珠宝公司营销管理的渠道和作用、渠道结构和流程、渠道冲突、渠道战略和渠道设计。在分析的基础上,结合S珠宝公司的实际情况,重点对营销管理设计开发的相关因素和方法进行研究,提出了具体的、可操作的营销管理方案。结合营销管理普遍存在的问题和S珠宝公司的特点,本文研究S珠宝公司营销管理存在的问题以及解决的方案,对S珠宝公司营销管理现状进行了评价,对公司现有市场渠道模式、状况进行阐述,揭示了存在的问题以及产生问题的原因分析,详细分析了S珠宝公司营销管理的改进,并深入探讨了营销管理改进方案,是本文的核心部分,制定了S珠宝公司营销管理改进方案并进行了评估和固化。
[Abstract]:Jewelry has disappeared in people's daily life for a long time, until the beginning of 1990s, with the development of reform and the improvement of people's living standard, jewelry began to be favored by people. China's jewelry market and jewelry industry began to take shape. Subsequently, jewelry market experienced a rapid development period, entered a fierce competition stage. At present, serious homogenization of products, low level price competition and fraudulent discount promotion have become the main problems facing the development of Chinese market. S Jewelry Company is a regional jewelry sales company. In marketing management aspects are also troubled by these problems. Under the guidance of marketing management theory and research results, this paper takes S jewelry company mobile store marketing management as the main research subject, and analyzes the existing marketing management of S jewelry company in an anatomical way under the guidance of marketing management theory and research results. By analyzing the operation of marketing management, analyzing various historical data and summarizing the advantages of marketing management, the paper studies the channel and function, channel structure and process, channel conflict, and the marketing management of S Jewelry Company. Channel strategy and channel design. On the basis of analysis, combined with the actual situation of S Jewelry Company, this paper mainly studies the relevant factors and methods of marketing management design and development, and puts forward a concrete and operable marketing management scheme. Combined with the common problems in marketing management and the characteristics of S Jewelry Company, this paper studies the existing problems and solutions of S Jewelry Company's marketing management, and evaluates the present situation of S Jewelry Company's marketing management. This paper expounds the current market channel mode and situation of the company, reveals the existing problems and causes of the problems, analyzes in detail the improvement of the marketing management of S Jewelry Company, and probes into the improvement scheme of the marketing management in depth. Is the core part of this paper, the S Jewelry company marketing management improvement program and evaluation and solidification.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.8
，
本文编号：2227301
[Abstract]:Jewelry has disappeared in people's daily life for a long time, until the beginning of 1990s, with the development of reform and the improvement of people's living standard, jewelry began to be favored by people. China's jewelry market and jewelry industry began to take shape. Subsequently, jewelry market experienced a rapid development period, entered a fierce competition stage. At present, serious homogenization of products, low level price competition and fraudulent discount promotion have become the main problems facing the development of Chinese market. S Jewelry Company is a regional jewelry sales company. In marketing management aspects are also troubled by these problems. Under the guidance of marketing management theory and research results, this paper takes S jewelry company mobile store marketing management as the main research subject, and analyzes the existing marketing management of S jewelry company in an anatomical way under the guidance of marketing management theory and research results. By analyzing the operation of marketing management, analyzing various historical data and summarizing the advantages of marketing management, the paper studies the channel and function, channel structure and process, channel conflict, and the marketing management of S Jewelry Company. Channel strategy and channel design. On the basis of analysis, combined with the actual situation of S Jewelry Company, this paper mainly studies the relevant factors and methods of marketing management design and development, and puts forward a concrete and operable marketing management scheme. Combined with the common problems in marketing management and the characteristics of S Jewelry Company, this paper studies the existing problems and solutions of S Jewelry Company's marketing management, and evaluates the present situation of S Jewelry Company's marketing management. This paper expounds the current market channel mode and situation of the company, reveals the existing problems and causes of the problems, analyzes in detail the improvement of the marketing management of S Jewelry Company, and probes into the improvement scheme of the marketing management in depth. Is the core part of this paper, the S Jewelry company marketing management improvement program and evaluation and solidification.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.8
，
本文编号：2227301
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