CX公司古瓷银首饰的业务层战略研究

发布时间：2018-01-07 08:35

本文关键词：CX公司古瓷银首饰的业务层战略研究　出处：《华东理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,随着人们生活水平的不断逐步提高,人们的精神追求也在不断增加,致使消费者对于银饰产品的认识与自身需求也进入到了一个崭新的阶段。古瓷银首饰作为现代饰品的一个新品类,对人们的生活起到装饰、美化、点缀、衬托作用。古瓷首饰迎合了现代人的个性化多样化的需求,深受广大消费者的喜爱,因此具有巨大的市场潜力。CX公司是中国十大银饰品行业的佼佼者,始创于2008年,是一家集银饰品设计开发、生产、销售为一体的复合型企业,通过古瓷银首饰这个特殊的产品,利用其独特的核心竞争力获得市场竞争优势。形成独有的品牌战略与文化理念,从而实现抵御外部和同行竞争,弥补自身CX公司劣势,发挥了独特优势,这将对CX公司具有重要的实践价值和指导意义。本文通过文献分析法、样本调查法、SWOT分析法大量阅读和梳理国内外陶瓷瓷饰、珠宝首饰行业、银饰品行业、工商管理类战略的文献,总结了业务层战略的概念,顾客与业务层战略的关系,业务层战略的差异化战略,通过理论结合CX公司的古瓷银首饰的业务层战略解释如何通过业务层战略获得超额利润。同时收集了大量事实和数据、市场调研、图表和数据的实证分析法得出公司现状和问题。本文不仅为CX公司提出了有针对性的业务层战略体系,也对我国银饰品行业的发展有一定的研究分析。
[Abstract]:In recent years, with the continuous improvement of people's living standards, people's spiritual pursuit is also increasing. As a new category of modern jewelry, ancient porcelain and silver jewelry has been decorated, beautified and embellished for people's life. Foil. Ancient porcelain jewelry to meet the needs of modern people's personalized diversification, deeply loved by the majority of consumers, so has a huge market potential. CX company is China's top ten silver jewelry industry leader. Founded in 2008, is a silver jewelry design, development, production, sales as one of the composite enterprises, through the ancient porcelain silver jewelry this special product. Using its unique core competitiveness to obtain market competitive advantage and form a unique brand strategy and cultural concept, thus achieving resistance to external and peer competition, to make up for their own CX company weaknesses, played a unique advantage. This will have important practical value and guiding significance for CX Company. This paper read and combed the domestic and foreign ceramic decoration and jewelry industry through literature analysis, sample investigation method and SWOT analysis method. Silver jewelry industry, business management strategy literature, summarized the concept of business level strategy, the relationship between customer and business level strategy, business level strategy differentiation strategy. Through the theory of CX company ancient porcelain silver jewelry business layer strategy explains how to obtain the excess profit through the business layer strategy. At the same time has collected the massive facts and the data, the market research. The empirical analysis of charts and data shows the current situation and problems of the company. This paper not only puts forward a targeted business level strategic system for CX company, but also has some research and analysis on the development of silver jewelry industry in China.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8;F272

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