联系我们

论文查询结果	返回搜索

论文编号：	7194
作者编号：	2220100957
上传时间：	2015/5/31 15:01:53
中文题目：	天津莲珠天露公司聚彩珠宝营销策略研究
英文题目：	Research on poly color jewelry marketing strategy of Tianjin LianZhuTianLu Company
指导老师：	韩德昌
中文关键字：	聚彩珠宝,营销环境分析,品牌营销,营销策略
英文关键字：	Poly color jewelry, Analysis of marketing environment,Brand marketing,the marketing strategy
中文摘要：	改革开放以来，我国经济发展取得了令世界瞩目的成绩，人民生活水平也有了很大的提高，这为我国珠宝市场的快速发展创造了条件。到2014年，我国国内珠宝的零售额已经超过2000亿元的大关，成为了国内继房地产、汽车之后的第三大消费热点。但与此同时，伴随着我国珠宝市场的不断扩大，珠宝企业之间的竞争也呈现出白热化的态势，如何整合珠宝营销资源，采取正确的珠宝营销策略，成为了目前各大珠宝企业必须解决的难题。在这样的背景之下，研究珠宝品牌的营销策略就具有较大的理论价值和现实意义。本研究以天津莲珠天露公司旗下聚彩珠宝品牌为研究对象，运用文献分析法、实地调查、访谈法以及案例分析等方法，在借鉴国内外学术研究成果的基础上，立足于珠宝和市场营销的基本理论，对聚彩珠宝品牌营销问题展开了系统而全面的研究。论文一共分为六个部分：第一部分为绪论，主要分析了本文的研究背景、研究意义、文献综述、研究内容和研究方法，以论证本文研究的必要性和重要性。第二部分为我国珠宝行业发展现状分析，主要从珠宝的含义及特性、我国珠宝行业发展现状、我国珠宝市场及消费现状三个方面进行了论述。第三部分为天津莲珠天露公司聚彩珠宝营销环境及营销现状分析，重点论述了天津聚彩珠宝营销环境、目前的营销策略以及营销策略所存在的问题。第四部分为天津莲珠天露公司聚彩珠宝营销策略，重新确定了天津莲珠天露公司聚彩珠宝的市场定位，并提出了其品牌策略和营销组合策略。第五部分为天津莲珠天露公司聚彩珠宝营销策略的实施对策，从转变营销理念、组织建设、营销文化传播机制、制定科学的营销资金投入计划四个维度论述了加强天津聚彩珠宝营销策略实施的对策。第六部分为结论，对全文的研究进行了总结。
英文摘要：	Since China's reform and opening up, China's economic development has made the world, people's living standard had the very big enhancement, the create conditions for the rapid development of the jewelry market in China. To 2014, the domestic jewelry retail sale has exceeded 200 billion Yuan mark, become the domestic the third-largest after real estate, automobile consumption hot spots. But at the same time, with the expansion of the jewelry market in our country, jewelry enterprise competition between also shows a tendency of heating up, how to integrate jewelry marketing resources, taking the right jewelry marketing strategy, has become the current major jewelry enterprises must solve the problem. In this background, the jewelry brand marketing strategy has great theory value and realistic significance. This study poly color jewelry in Tianjin as the research object, using literature analysis, field investigation, interview method and case analysis method, on the basis of academic research results at home and abroad for reference, based on the jewelry, and the basic theory of marketing, color jewelry marketing problems in Tianjin is a comprehensive and systematic research. Thesis is divided into six parts altogether: the first part is introduction, mainly analyzed in this thesis, the research background, research significance, literature review, research contents and research methods, to demonstrate the necessity and importance in this thesis, we study. The second part to the jewelry industry in our country development present situation analysis, mainly from the meaning and characteristics of jewelry, jewelry industry development present situation, China's jewelry market in China and the present situation of consumption three aspects are discussed. The third part of Tianjin LianZhuTianLu company poly color jewelry marketing environment and marketing present situation analysis, discusses the Tianjin poly color jewelry marketing environment, the current existing problems in the marketing strategy and marketing strategy. The fourth part of Tianjin LianZhuTianLu company poly color jewelry marketing strategy, to determine the Tianjin LianZhuTianLu company poly color jewelry market positioning, and put forward the brand strategy and marketing mix strategy. The fifth part of Tianjin LianZhuTianLu company poly color jewelry marketing strategy of the implementation of the countermeasures, to change marketing concept, organization construction, cultural transmission mechanism, the scientific marketing funding plan four dimensions discussed the strengthening countermeasures of Tianjin poly color jewelry marketing strategy implementation. The sixth is divided into conclusion, the full text of the research are summarized.
查看全文：	预览  下载(下载需要进行登录)