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论文编号：	9783
作者编号：	2120152875
上传时间：	2017/12/11 11:01:50
中文题目：	TA翡翠珠宝有限公司品牌营销战略研究
英文题目：	TA jade jewelry co., LTD. Brand marketing strategy research
指导老师：	杜建刚
中文关键字：	翡翠珠宝;品牌;营销;战略
英文关键字：	jade jewelry, brand marketing, strategy
中文摘要：	我国的翡翠珠宝行业在改革开放之后，因为占据地理优势、工艺水平精良、人工成本较低等诸多因素得以蓬勃发展，行业内企业众多，加工产业较为庞大。随着我国的国民生活水平不断提高，消费者对于奢侈品消费尤其是翡翠珠宝饰品的消费热情也不断高涨。近年来我国人民的消费方式发生了巨大变化，消费需求也在逐渐改变。随着行业发展，大量的国际珠宝品牌涌入国内市场导致竞争加剧，国内的翡翠珠宝经营企业开始面临发展瓶颈，暴露出产品文化内涵不足，同质化现象十分明显，企业营销手段简单落后等一系列的问题。TA翡翠珠宝有限公司是一家有近四十年历史的老牌企业，是以翡翠和翠钻珠宝的开发、加工、经销为一体的翡翠珠宝公司，在互联网+时代下，企业经营越来越暴露出缺失品牌营销管理造成的问题，迫切需要改变。TA翡翠珠宝有限公司如何能够形成符合自身特色的品牌营销战略设计，实施有效的品牌营销战略，从而发挥自身优势，弥补管理漏洞，进而提升品牌价值将对TA翡翠珠宝有限公司具有十分重要的指导意义和实践价值。本论文共六个章节的内容以市场营销理论为基础，并结合品牌营销战略的相关理论为依据，借鉴了国内外成熟珠宝品牌的营销发展经验，运用了PEST分析法、波特五力模型以及4P分析模型对TA翡翠珠宝有限公司的外部环境进行分析，全方位把握该企业所处市场环境的竞争情况，采用SWOT分析法对企业的内部经营环境进行分析并绘制了SWOT矩阵，找出问题，提出相应的优化措施。随后，根据翡翠珠宝行业的特殊性以及消费者在市场活动中的特殊心理进行分析，深入剖析企业在经营过程中存在的问题和困难，从品牌设计、品牌定位、品牌传播、品牌延伸等方面为其量身设计品牌营销战略。最后，本文充分考虑到TA翡翠珠宝有限公司在实施品牌营销战略中可能遇到的问题，提出实施的保障。本文不仅为TA翡翠珠宝有限公司提出了有针对性的品牌营销战略设计方案，也对我国翡翠珠宝行业的发展进行了一定的分析研究，为同行业其他公司的发展提供了具有参考价值的借鉴。
英文摘要：	Jade jewelry industry in China after the reform and opening up, because the occupied superior geographical advantage, technology level, labor costs low factors to flourish, many enterprises in the industry, processing industry is relatively large. With the improvement of our national living standard, consumers' enthusiasm for luxury consumption, especially jade jewelry, is also soaring. In recent years, the consumption pattern of Chinese people has changed dramatically, and consumer demand is gradually changing. With the development of industry, a large number of international jewelry brand into the domestic market lead to increased competition, domestic jade jewelry business enterprise began to face development bottleneck, exposed the lack of cultural connotation, product homogeneity phenomenon is very obvious, enterprise marketing behind a series of problems, such as simple. TA jade jewelry co., LTD. Is an enterprise nearly forty years old, is a jade and emerald green diamond jewelry development, processing, marketing as one of the jade jewelry company, in the era of Internet +, enterprise management is more and more exposed the lack of brand marketing management problems caused by the urgent need to change. TA jade jewelry co., LTD. How can form their own characteristics of brand marketing strategy design, implement effective brand marketing strategy, so as to play their own advantages, make up the loopholes in management, and enhance the brand value of TA jade jewelry co., LTD. Has important guiding significance and practical value. The content of this thesis has six chapters on the basis of marketing theory, combined with the brand marketing strategy on the basis of the relevant theories, draw lessons from the domestic and foreign mature jewelry brand marketing development experience, using PEST analysis, porter five models, and 4 p analysis model for TA jade jewelry co., LTD., analyzes the external environment, comprehensive grasp of the market environment of the enterprise is the competition, adopts the method of SWOT to analysis the enterprise's internal management environment and draw the SWOT matrix, find out problems and put forward the corresponding optimization measures. Then, according to the particularity of jade jewelry industry and consumer activities in the market of special psychological analysis, analyze problems and difficulties existing in the enterprise in the business process, from brand design, brand positioning, brand communication, brand extension and so on brand marketing strategy for the design. Finally, this paper takes into account the problems that the company may encounter in the implementation of brand marketing strategy, and puts forward the guarantee of implementation. In this paper, not only for TA jade jewelry co., LTD., puts forward the targeted design of brand marketing strategy, also to the development of jade jewelry industry in China has carried on the certain analysis and research, for the development of other industry company has reference value for reference.
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