深圳涵钰珠宝公司发展战略研究

发布时间：2018-11-12 16:14

【摘要】：在经济快速发展的今天,珠宝行业作为其中的一支重要力量,不仅输出奢侈品和消费品,更担负着保值避险的金融稳定剂的作用。近十年来,珠宝行业产值保持着每年10%以上的增长速度,在2013年的国内珠宝消费总额更是达到了4700亿元的新高度。目前我国珠宝首饰行业的现状一是市场前景广阔；二是属于劳动力密集型行业,加工制造能力强原创设计能力弱,产品同质化严重；三是虽然珠宝品牌众多,但是品牌意识不强,营销能力弱。在这种背景下,深圳市涵钰珠宝有限公司旗下的三个品牌：曼杰岚、皇工世家、紫府天相,较早的进行了目标市场细分,在各自的领域有着不错的表现,但由于受市场份额和公司发展制约,导致其并没有太多的市场号召力,如何在全国近10万家珠宝企业中脱颖而出,并开拓属于自己的产品和渠道? 本文通过对公司所处的外部环境和三个品牌各自的具体情况详细分析,并运用GPEST、波特五力模型、SWOT矩阵等管理学分析工具,对涵钰珠宝公司提出了多元化经营的发展战略,并且为保障这一战略的实施,提出了组织结构优化、加强人力资源管理和企业文化建设、构建新的营销体系,完善品牌建设等措施。本文绪论部分阐述了本论文的研究背景、意义、目的、方法等。第二部分介绍了战略管理的相关理论。第三部分通过对各类宏观因素以及行业环境等分析,详细阐述了涵钰珠宝公司所面临的外部机遇与挑战。第四部分从涵钰珠宝公司的内部着手,详细分析了公司的资源与能力,力求精兵简政,提高生产效率。第五部分通过对涵钰珠宝面临的机遇与挑战,公司自身的优势与劣势,用SWOT矩阵分析找出适合本企业的发展战略。第六部分为保障涵钰珠宝公司战略的实施,提出了三点建议：组织结构优化；优化人力资源管理,加强企业文化的建设；构建新的营销体系,加强品牌建设。
[Abstract]:With the rapid development of economy, the jewelry industry, as an important force, not only exports luxury goods and consumer goods, but also plays the role of financial stabilizer. In the past decade, the value of jewelry industry has maintained an annual growth rate of more than 10 percent, and the total domestic jewelry consumption reached a new high of 470 billion yuan in 2013. At present, the present situation of jewelry industry in our country is: first, the market prospect is broad; second, it belongs to the labor-intensive industry, the ability of processing and manufacturing is strong, the original design ability is weak, the product homogenization is serious; Third, although jewelry brand is numerous, but brand awareness is not strong, marketing ability is weak. Under this background, Shenzhen Hanyu Jewelry Co., Ltd. has three brands: Manjilan, Huanggong family, Zifu Tianyuan, earlier carried out target market segmentation, in their respective fields have a good performance, However, due to market share and company development constraints, it does not have too much market appeal, how to stand out in nearly 100000 jewelry enterprises in the country, and open up their own products and channels? Based on the detailed analysis of the external environment of the company and the specific conditions of the three brands, and using the management analysis tools such as GPEST, Porter's five Force Model and SWOT Matrix, this paper puts forward the development strategy of diversified management to Hanyu Jewelry Company. In order to ensure the implementation of this strategy, this paper puts forward some measures, such as optimizing the organizational structure, strengthening the management of human resources and the construction of corporate culture, constructing a new marketing system, and perfecting the brand construction. The introduction of this paper describes the research background, significance, purpose, methods and so on. The second part introduces the theory of strategic management. The third part elaborates the external opportunities and challenges faced by Hanyu Jewelry Company through the analysis of various macro factors and industry environment. The fourth part starts from the interior of Hanyu Jewelry Company and analyzes the resources and ability of the company in order to improve production efficiency. In the fifth part, through the opportunities and challenges faced by Hanyu Jewelry, the company's own strengths and weaknesses, using SWOT matrix analysis to find out the development strategy suitable for this enterprise. In the sixth part, three suggestions are put forward to ensure the implementation of the strategy of Hanyu Jewelry Company: optimizing the organizational structure, optimizing the management of human resources, strengthening the construction of corporate culture, constructing a new marketing system and strengthening the brand construction.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8;F272

【共引文献】