中国金币深圳经销中心贵金属纪念币价值营销策略优化研究
发布时间：2018-10-09 13:54
【摘要】：中国贵金属纪念币是由中国人民银行发行,中国金币总公司总经销的国家法定货币。法定货币的权威性和唯一性,使中国金币在市场上处于绝对垄断地位,相对没有经营压力,较少考虑顾客需求,一定程度患上“营销近视症”。但是近年来,随着黄金市场的逐步放开,中国金币总公司面对的市场竞争日趋激烈。特别是贵金属纪念币的营销普遍存在客户收藏需求难以激发、纪念币产品和服务提供不足,客户满意度不高等问题。如何提升核心竞争力,从提升客户价值的角度优化营销实践,是中国金币深圳经销中心未来发展的关键问题。本文以中国金币深圳经销中心为研究对象,基于顾客价值模型、客户让渡价值理论和价值营销组合理论,阐述了中国金币总公司实施价值营销的背景,从让渡价值营销、服务营销和品牌营销三个方面描绘了中国金币深圳经销中心实施价值营销的现状。此后,基于调查问卷方法,本文诊断并分析了深圳经销中心实施价值营销的过程中在需求策略、成本策略、沟通策略、服务策略以及精细化营销策略等诸多方面的问题。最后,论文提出了价值营销策略的优化意见。论文通过文献研究、案例探析、对比分析、调查统计、规范研究等方法,借助于问题导向的研究逻辑,针对以上问题,提出了相应的改进建议。包括:针对需求策略问题,可以拓展渠道规模,加强市场引导;针对成本策略问题,应该增大让渡成本、加强客户信息的反馈以及多提供咨询服务;针对沟通策略问题,要践行精品意识、强化品牌宣传以及促进客户维护;针对服务策略问题,要完善销售部管理制度以及提升销售部人员的自我定位;针对精细化营销策略问题,要创新价值营销策略以及实现价值营销的整合。论文的研究结论一方面对于中国金币深圳经销中心更有效地开展价值营销实践,从而提升核心竞争力和客户忠诚度起到了科学研究的指导意义。另一方面,由于贵金属纪念币市场将面临着宏微观环境变化下所带来的巨大市场变化,因此,论文的研究结论对于行业的成熟和发展以及同业企业价值营销策略的改进,将提供有益的借鉴。
[Abstract]:China precious metal commemorative coin is issued by the people's Bank of China, China Gold Coin Corporation general distribution of the state legal tender. The authority and uniqueness of legal tender make Chinese gold coin in the market in absolute monopoly position, relatively no business pressure, less consideration of customer demand, a certain degree of "marketing myopia". But in recent years, with the gradual liberalization of the gold market, China Gold Coin Corporation is facing increasingly fierce market competition. Especially in the marketing of precious metal commemorative coins there are some problems such as difficult to stimulate customer collection demand insufficient supply of products and services and low customer satisfaction. How to improve the core competitiveness and optimize the marketing practice from the angle of enhancing customer value is the key issue for the future development of China Gold Coin Shenzhen Distribution Center. Based on customer value model, customer transfer value theory and value marketing combination theory, this paper takes China Gold Coin Shenzhen Distribution Center as the research object, expounds the background of China Gold Coin Corporation to implement value marketing, from the perspective of transferring value marketing. Service marketing and brand marketing describe the status quo of value marketing in China Gold Coin Shenzhen Distribution Center. Then, based on the questionnaire method, this paper diagnoses and analyzes the problems of demand strategy, cost strategy, communication strategy, service strategy and refined marketing strategy in the process of implementing value marketing in Shenzhen distribution center. Finally, the paper put forward the value marketing strategy optimization advice. Through literature research, case analysis, comparative analysis, investigation and statistics, normative research and other methods, with the help of problem-oriented research logic, this paper puts forward corresponding suggestions for improvement to the above problems. It includes: aiming at the problem of demand strategy, we can expand the channel scale and strengthen the market guidance; to solve the problem of cost strategy, we should increase the cost of transfer, strengthen the feedback of customer information and provide more consulting services; to solve the problem of communication strategy, To practice the awareness of fine products, strengthen brand publicity and promote customer maintenance; to address service strategy issues, improve the sales management system and enhance the self-positioning of sales staff; to improve the marketing strategy, We should innovate the strategy of value marketing and realize the integration of value marketing. On the one hand, the conclusion of the paper plays a guiding role in scientific research for China Gold Coin Shenzhen Distribution Center to carry out more effective value marketing practice, thereby enhancing the core competitiveness and customer loyalty. On the other hand, because the precious metal commemorative coin market will face the huge market change brought by the change of macro and micro environment, therefore, the conclusion of this paper will improve the industry maturity and development, as well as the value marketing strategy of the same industry enterprise. Will provide useful reference.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.8
[Abstract]:China precious metal commemorative coin is issued by the people's Bank of China, China Gold Coin Corporation general distribution of the state legal tender. The authority and uniqueness of legal tender make Chinese gold coin in the market in absolute monopoly position, relatively no business pressure, less consideration of customer demand, a certain degree of "marketing myopia". But in recent years, with the gradual liberalization of the gold market, China Gold Coin Corporation is facing increasingly fierce market competition. Especially in the marketing of precious metal commemorative coins there are some problems such as difficult to stimulate customer collection demand insufficient supply of products and services and low customer satisfaction. How to improve the core competitiveness and optimize the marketing practice from the angle of enhancing customer value is the key issue for the future development of China Gold Coin Shenzhen Distribution Center. Based on customer value model, customer transfer value theory and value marketing combination theory, this paper takes China Gold Coin Shenzhen Distribution Center as the research object, expounds the background of China Gold Coin Corporation to implement value marketing, from the perspective of transferring value marketing. Service marketing and brand marketing describe the status quo of value marketing in China Gold Coin Shenzhen Distribution Center. Then, based on the questionnaire method, this paper diagnoses and analyzes the problems of demand strategy, cost strategy, communication strategy, service strategy and refined marketing strategy in the process of implementing value marketing in Shenzhen distribution center. Finally, the paper put forward the value marketing strategy optimization advice. Through literature research, case analysis, comparative analysis, investigation and statistics, normative research and other methods, with the help of problem-oriented research logic, this paper puts forward corresponding suggestions for improvement to the above problems. It includes: aiming at the problem of demand strategy, we can expand the channel scale and strengthen the market guidance; to solve the problem of cost strategy, we should increase the cost of transfer, strengthen the feedback of customer information and provide more consulting services; to solve the problem of communication strategy, To practice the awareness of fine products, strengthen brand publicity and promote customer maintenance; to address service strategy issues, improve the sales management system and enhance the self-positioning of sales staff; to improve the marketing strategy, We should innovate the strategy of value marketing and realize the integration of value marketing. On the one hand, the conclusion of the paper plays a guiding role in scientific research for China Gold Coin Shenzhen Distribution Center to carry out more effective value marketing practice, thereby enhancing the core competitiveness and customer loyalty. On the other hand, because the precious metal commemorative coin market will face the huge market change brought by the change of macro and micro environment, therefore, the conclusion of this paper will improve the industry maturity and development, as well as the value marketing strategy of the same industry enterprise. Will provide useful reference.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.8
【参考文献】
相关期刊论文 前10条
1 赵新江;;贵金属纪念币走俏 三招帮你避风险[J];理财;2017年02期
2 张俊峰;;基于顾客价值的卷烟营销策略研究[J];现代商贸工业;2016年28期
3 杨剑英;;世界硬币上的高等学府——大学纪念币杂谈[J];中国钱币;2016年05期
4 张淑芳;;推动普通纪念币参与流通的对策[J];商场现代化;2016年22期
5 曹晓静;杜雨;;奥运会纪念币研究[J];当代体育科技;2015年25期
6 胡菊英;;普通纪念币发行及流通管理问题的探析[J];当代经济;2015年06期
7 孙永清;;普通纪念币发行特点及问题[J];青海金融;2015年02期
8 吴爽;郑U，
本文编号：2259581
本文链接：https://www.wllwen.com/jingjilunwen/xmjj/2259581.html
