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论文编号：	2755
作者编号：	2120082488
上传时间：	2010/11/29 10:49:56
中文题目：	艾森特珠宝有限公司营销策略及实施研究
英文题目：	The study of Aisite Jewellery Co., Ltd. marketing strategies and implementation
指导老师：	李东进
中文关键字：	珠宝行业，艾森特，市场营销策略，市场营销组合
英文关键字：	Jewelry Industry, Aisite, Marketing Tactics, Marketing Mix
中文摘要：	珠宝在中国有着悠久的历史，从远古时期的鱼骨项链到现代生活形形色色的珠宝首饰，随着历史的变迁，人们对珠宝的认识也在不断的改变，珠宝除了自身价值外，还蕴含着更丰富的文化内涵，珠宝已经成为现代社会生活中不可或缺的一部分。珠宝行业从建国后的没落，到改革开放的起步，到现在的蓬勃发展，经历了自己的风雨历史，现在中国市场上的珠宝行业已经发展成了一个拥有完整系统的庞大价值链。市场竞争环境初步建立，形成了三足鼎立的格局：国外和香港著名奢侈品品牌；国家控股的国有公司；私营企业。从公司数量上看是成正三角形状私营企业最多，而从市场份额上看成倒三角形状，著名品牌获得更大的市场份额和更多的销售额。现在的市场状况可以概括为，市场蛋糕不断做大，大品牌领跑并不断稳固市场，市场份额逐步扩大，小品牌激烈搏杀获得市场生存空间，未来珠宝行业会不断整合，大鱼吃小鱼的事情会不断出现，市场的竞争者会不断减少，最终成为一个比较成熟的竞争市场环境。 艾森特珠宝有限公司（以下简称艾森特）正是这些竞争者中的一员，他不是全国知名品牌，却是地方知名品牌，他没有大公司的资金实力，但却是珠宝私营企业中的佼佼者，他不可能像大公司那样通过迅速扩张获得市场份额，但可以集中力量个个击破，在某地发展就成为这个地区市场领先者。艾森特经过十年的发展之后，同样面临着诸多问题和挑战，企业需要发展就必须获得市场，这是生存之道。艾森特面临的是上有国外和港资大品牌的市场打压，下有小品牌的惨烈的市场搏杀，“抢市场”成了艾森特老总最经常说的一句话。本文首选分析珠宝行业的发展现状和未来趋势，通过一般环境分析，获知这个行业的状况，从而为艾森特在行业中的定位以及制定的策略提供必要依据，然后通过分析艾森特目前的发展状况，市场竞争环境以及企业的优劣势，找出问题所在，最后针对艾森特的问题结合行业分析的启示，制定艾森特市场营销策略以及具体市场营销组合实施方案。
英文摘要：	In China, Jewelry has developed from ancient times' fish bone necklace to kinds of jewelry in modern life. Along with the changes of history, people's understanding of the jewelry has been constantly developing. Jewelry, in addition to their own values, contains rich cultural connotations. It has become an indispensable part of one's life in modern society. Jewelry industry has been through: the decline after new china was founded, the starting after the opening up and the current booming. Now the jewelry industry in Chinese market has developed into a huge value chain which has its own complete system. The market competition environment is initially established and has formed a tripod pattern: the well-known luxury brands from overseas, the state-owned companies, and the private companies. From the perspective of the quantity of companies, it is an equilateral triangle: the private companies take the majority. While from the perspective of market share, it is an inverted triangle: well-known brands get more market share and greater sales. The current market conditions can be summarized as below: The market is getting bigger, and big brands are leading and stabilizing the market while the small brands are trying to survive through vicious competition. The future jewelry industry will continue to integrate. Big fish eats small fish will continue, so the market competitor will decrease and the market will eventually become a mature one. Aisite Jewelry Co., Ltd. is one of these competitors in this market. It is not a national well-known brand, but a local well-known brand; it does not have the sufficient financial support as the large companies, but is a leader among private jewelry companies, it can not possibly rapidly expand to gain market share as the large companies, but it can concentrate its energy on obstacles to overcome one after the other, in order to be the market leader in this local area. After a decade of development, Aisite faces many problems and challenges. Market share is the first priority to make effort on. Aisite on the one hand faced the pressure of the overseas well known brands, on the other hand fiercely competing with small brand. "Grab the Market" has become a routine sentence of Asite 's board members. This thesis starts with the analysis of the current status and future trends of Jewelry industry. Through the environment analysis, it intents to figure out the industry situation, and to provide support for the allocation of position in industry and policy making. This thesis continues with analysis of Asite's current development, market environment and the plus and minus of the company in order to locate the problem. It then fixs the marketing tactics and marketing mix draft for Asite.
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