ADK珠宝零售品牌战略研究
发布时间：2018-09-10 20:52
【摘要】：近年来,随着中国经济持续快速增长和人均收入水平不断提高,消费者在满足了基本生活需求的基础上,逐渐增加了对珠宝的消费。2013年,中国限额以上零售企业金银珠宝零售额为2957亿元,同比增长25.8%。未来,中国的珠宝消费市场将继续保持高速增长,中国珠宝消费市场潜力巨大。于此同时,国内珠宝消费者比以往更注重追求“时尚化”、“个性化”,追求品牌以及追求珠宝的内涵,国内珠宝首饰的消费需求正发生着巨大的变化,珠宝消费需求也日趋多样化,珠宝市场也将进一步细分。在珠宝产业高速发展的今天,国外知名珠宝品牌纷纷涌入国内市场并逐渐被消费者所熟知,国内珠宝品牌也如雨后春笋般地大量地涌现出来,珠宝行业竞争日益激烈,品牌化优势越来越明显。面对珠宝品牌众多、同质化严重、价格竞争、低利润化等国内珠宝行业现状,ADK如何运用企业战略管理理论科学地进行品牌战略分析,为本文的主要的研究内容。本文通过对全球珠宝市场、国内珠宝首饰行业现状、国内珠宝消费者需求及市场变化的研究,并在此基础上,运用SWOT理论、市场细分理论、消费者市场和购买行为分析理论等理论研究方法,对ADK的优势、劣势、机会和威胁进行分析,找出ADK珠宝零售品牌发展的思路及对策,并将其应用到ADK,指导ADK进行品牌战略的制定和实施,并为中国珠宝零售品牌的品牌化发展提供有益的理论支持和参考。
[Abstract]:In recent years, as China's economy continues to grow rapidly and the level of per capita income continues to rise, consumers have gradually increased their jewellery consumption in 2013, on the basis of meeting basic living needs. Retail sales of gold, silver and jewelry for retail enterprises above the quota in China were 295.7 billion yuan, an increase of 25.8 yuan over the same period last year. In the future, China's jewelry consumption market will continue to maintain rapid growth, China's jewelry consumption market has great potential. At the same time, domestic jewelry consumers pay more attention to the pursuit of "fashion", "individualization", the pursuit of brand and the connotation of jewelry. The consumption demand of domestic jewelry is undergoing tremendous changes. Jewelry consumption demand is also increasingly diversified, jewelry market will be further subdivided. With the rapid development of jewelry industry, famous foreign jewelry brands have poured into the domestic market and gradually become familiar to consumers. Domestic jewelry brands have sprung up in large numbers, and the competition in jewelry industry is becoming increasingly fierce. Brand advantage is becoming more and more obvious. In the face of many jewelry brands, serious homogenization, price competition, low profit and other domestic jewelry industry situation, how to use the theory of enterprise strategic management to scientifically analyze the brand strategy is the main research content of this paper. Based on the research of the global jewelry market, the present situation of the domestic jewelry industry, the domestic jewelry consumer demand and the market change, and on this basis, using the SWOT theory, the market segmentation theory, This paper analyzes the advantages, disadvantages, opportunities and threats of ADK, and finds out the ideas and countermeasures for the development of ADK jewelry retail brands. It is applied to ADK, to guide ADK to formulate and implement the brand strategy, and to provide useful theoretical support and reference for the brand development of Chinese jewelry retail brands.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8;F272
本文编号：2235583
[Abstract]:In recent years, as China's economy continues to grow rapidly and the level of per capita income continues to rise, consumers have gradually increased their jewellery consumption in 2013, on the basis of meeting basic living needs. Retail sales of gold, silver and jewelry for retail enterprises above the quota in China were 295.7 billion yuan, an increase of 25.8 yuan over the same period last year. In the future, China's jewelry consumption market will continue to maintain rapid growth, China's jewelry consumption market has great potential. At the same time, domestic jewelry consumers pay more attention to the pursuit of "fashion", "individualization", the pursuit of brand and the connotation of jewelry. The consumption demand of domestic jewelry is undergoing tremendous changes. Jewelry consumption demand is also increasingly diversified, jewelry market will be further subdivided. With the rapid development of jewelry industry, famous foreign jewelry brands have poured into the domestic market and gradually become familiar to consumers. Domestic jewelry brands have sprung up in large numbers, and the competition in jewelry industry is becoming increasingly fierce. Brand advantage is becoming more and more obvious. In the face of many jewelry brands, serious homogenization, price competition, low profit and other domestic jewelry industry situation, how to use the theory of enterprise strategic management to scientifically analyze the brand strategy is the main research content of this paper. Based on the research of the global jewelry market, the present situation of the domestic jewelry industry, the domestic jewelry consumer demand and the market change, and on this basis, using the SWOT theory, the market segmentation theory, This paper analyzes the advantages, disadvantages, opportunities and threats of ADK, and finds out the ideas and countermeasures for the development of ADK jewelry retail brands. It is applied to ADK, to guide ADK to formulate and implement the brand strategy, and to provide useful theoretical support and reference for the brand development of Chinese jewelry retail brands.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8;F272
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