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论文编号：	11610
作者编号：	2220160851
上传时间：	2020/6/9 11:29:34
中文题目：	Y珠宝工作室市场营销策略研究
英文题目：	Research on Marketing Strategy of
指导老师：	郑轶松
中文关键字：	珠宝工作室；营销分析；营销策略；保障措施
英文关键字：	Jewelry Studio；Marketing analysis；Marketing Strategy；Safeguards
中文摘要：	随着工业4.0时代的推进和繁荣，中国各行各业发展逐步进入一个崭新阶段。在互联网经济大环境下，中国商业组织发展形势呈现出多元化、个性化、以及单元化的趋势，行业市场竞争愈发激烈多变。在此环境下，工作室形态的商业组织现阶段正面临着如何在竞争激烈、发展趋势难以预测的市场环境下有效开展市场营销活动这个巨大难题。基于此，设计和制定符合工作室自身发展的市场营销策略至关重要。本文以Y珠宝工作室为研究对象，通过梳理市场营销相关理论基础、方法工具和各种营销策略，深入了解市场营销在国内外的发展现状；运用市场调研收集工作室的客观资料，以组织发展阶段模型为理论基础分析工作室所处发展阶段；采用PEST和SWOT方法分析工作室所处的宏观、微观环境，利用GREP模型分析工作室内部环境并评估其实力；运用波特五力模型分析珠宝行业的市场竞争状况和自身不足。通过上述方法和工具完成对Y珠宝工作室营销现状和所处珠宝行业的分析。在此分析基础之上，开展Y珠宝工作室市场营销策略设计必要性分析；提出工作室营销策略设计的目标和指导原则；紧接着通过产品定位与消费者需求匹配的方式进行目标市场定位；在4P4C4R4V营销组合理论的指导下，规划设计工作室市场营销组合策略。确定市场营销策略后，为保证相关营销工作的顺利开展，制定针对性具体实施策略和保障措施。最后，对本文进行简要总结，提出后续研究展望。本文是针对中国珠宝工作室的市场营销策略问题进行研究，主要以Y珠宝工作室作为研究案例进行探讨。拟通过以Y珠宝工作室为案例的市场营销策略研究，以期提出科学合理的相关珠宝市场营销策略理论与实践框架，力求为中国珠宝工作室市场营销研究与决策提供相应的理论支撑。也希望本文研究结果对相同或不同类型的工作室在设计符合自身发展的市场营销策略时起到一定的指导、借鉴作用。
英文摘要：	With the advancement and prosperity of the Industry 4.0 era, the development of all walks of life in China has gradually entered a brand new stage. In the context of the Internet economy, the development of Chinese commercial organizations has shown a trend of diversification, individualization, and unitization, and the industry market competition has become increasingly fierce and changeable. In this environment, the business organization in the form of a studio is currently facing a huge problem of how to effectively carry out marketing activities in a market environment with fierce competition and unpredictable development trends. Based on this, it is important to design and develop a marketing strategy that is consistent with the studio's own development. This thesis takes Y Jewelry Studio as the research object, and through combing marketing-related theoretical foundations, methods and tools, and various marketing strategies, to understand the development status of marketing at home and abroad; use market research to collect objective data of the studio to organize development The stage model is the development stage of the theoretical foundation analysis studio; PEST and SWOT methods are used to analyze the macro and micro environment of the studio; the GREP model is used to analyze the internal environment of the studio and evaluate its strength; and the Porter five-force model is used to analyze the jewelry The industry's market competition and its own shortcomings. Through the above methods and tools, the analysis of Y Jewelry Studio's marketing status and jewelry industry is completed. Based on this analysis, the necessity analysis of the marketing strategy design of Y Jewelry Studio is carried out; the goals and guiding principles of the marketing strategy design of the studio are proposed; the target market positioning is then carried out by matching the product positioning with the consumer demand; Guided by 4P4C4R4V marketing mix theory, plan and design studio marketing mix strategies. After the marketing strategy is determined, in order to ensure the smooth development of related marketing work, specific targeted implementation strategies and safeguard measures are formulated. Finally, a brief summary of this article is presented, and future research prospects are proposed. This thesis is a research on the marketing strategy of China Jewelry Studio, mainly using Y Jewelry Studio as a case study. It is planned to study the marketing strategy with Y Jewelry Studio as a case, in order to propose a scientific and reasonable theoretical and practical framework for jewelry marketing strategy, and strive to provide corresponding theoretical support for the marketing research and decision-making of Chinese jewelry studio. I also hope that the research results of this article will provide some guidance and reference for the same or different types of studios when designing marketing strategies that meet their own development.
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