恒邦黄金珠宝集团聚焦营销策略研究

发布时间：2019-07-05 15:06

【摘要】：近年来，我国珠宝市场发展迅速，竞争日益激烈，至2013年国内黄金珠宝零售额已达到2959亿元，预计继住房、汽车之后，珠宝首饰将成为第三大消费热点。随着国内珠宝市场规模的不断扩张，市场中产品琳琅满目、品牌百花齐放、营销模式种类繁多，令企业无所适从。加之，企业受自身资源所限，全面进攻策略不具有可行性，准确恰当运用营销资源成为企业制胜的重要保证。因此如何将企业自身优势和市场机会相匹配，争取营销资源的利用价值最大化成为越来越多的珠宝企业追求的目标。在这种情况下，为新进入企业恒邦量身打造最佳营销策略具有较大的理论价值和现实意义。恒邦要全面提升竞争力，必须聚焦自身有限的营销资源于某一营销要素或某一营销要素的某一点，实施聚焦营销策略。聚焦营销的核心是“取舍”和“匹配”。首先明确优势和劣势，找到与企业自身优势最匹配的某一细分市场，持续塑造品牌专一的核心价值，合理规划产品线，选择最佳进入市场的渠道模式或形态，，最终集中分散的营销资源形成合力，达到事半功倍的效果。通过对哈尔滨、深圳、广东、上海四大城市的珠宝消费者购买偏好的抽样调查，经量化分析得出：不同年龄、性别、婚姻状况、区域、社会阶层的消费者偏好不同；服务质量和产品设计风格影响消费者对品牌的感知价值；品牌专卖店是新品牌传播效果较好的渠道。基于此，从市场、产品、品牌、渠道四个方面来构造恒邦4F聚焦营销的理论框架。首先对市场聚焦、产品聚焦、品牌聚焦、渠道聚焦从概念上进行了重新界定，然后运用相关案例对四种聚焦策略的分类和实施步骤提供了较为系统的操作方法，最后为恒邦量身定制了具体的4F聚焦营销组合策略。
[Abstract]:In recent years, the jewelry market in China has developed rapidly and the competition is becoming increasingly fierce. By 2013, the retail volume of gold jewelry in China has reached 295.9 billion yuan. It is expected that after housing and cars, jewelry will become the third largest consumption hot spot. With the continuous expansion of the scale of the domestic jewelry market, the market is full of products, brands bloom, a wide variety of marketing models, making enterprises at a loss as to what to do. In addition, enterprises are limited by their own resources, comprehensive offensive strategy is not feasible, accurate and appropriate use of marketing resources has become an important guarantee for enterprises to win. Therefore, how to match the advantages of enterprises and market opportunities, and strive to maximize the utilization value of marketing resources has become the goal pursued by more and more jewelry enterprises. In this case, it is of great theoretical value and practical significance to create the best marketing strategy for the newly entered enterprises. In order to enhance his competitiveness in an all-round way, Hengbang must focus on his own limited marketing resources at a certain marketing element or a certain point of a marketing element, and implement a focused marketing strategy. The core of focusing on marketing is "trade-off" and "matching". First of all, we should clarify the advantages and disadvantages, find a market segment that best matches the advantages of the enterprise itself, continuously shape the core value of the brand, plan the product line reasonably, choose the best channel mode or form to enter the market, and finally concentrate the decentralized marketing resources to form a joint force to achieve twice the result with half the effort. Through the sampling survey of jewelry consumers' purchase preference in Harbin, Shenzhen, Guangdong and Shanghai, through quantitative analysis, it is concluded that the consumer preferences of different ages, gender, marital status, region and social class are different; the service quality and product design style affect the perceived value of consumers to the brand; and the brand store is the channel with good communication effect of the new brand. Based on this, the theoretical framework of Hengbang 4F focus marketing is constructed from four aspects: market, product, brand and channel. Firstly, the concept of market focus, product focus, brand focus and channel focus is redefined, then the classification and implementation steps of the four focusing strategies are provided by using the relevant cases, and finally the specific 4F focus marketing combination strategy is customized for Hengbang.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.8

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