本文關(guān)鍵詞：基于競(jìng)爭(zhēng)分析的金玉翠福營(yíng)銷戰(zhàn)略研究　出處：《河北經(jīng)貿(mào)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：得益于國(guó)民經(jīng)濟(jì)的高速發(fā)展、人均收入的增長(zhǎng)以及翡翠鑒賞知識(shí)的推廣和普及，翡翠珠寶行業(yè)在近二十年取得了快速的發(fā)展。從事翡翠飾品加工的企業(yè)和翡翠飾品的銷量都顯著增加。翡翠珠寶的欣榮在給從業(yè)企業(yè)帶來(lái)豐厚利潤(rùn)的同時(shí)，也吸引了大批資金和人員轉(zhuǎn)戰(zhàn)該行業(yè)，使得行業(yè)的競(jìng)爭(zhēng)日趨激烈。尤其是資金和技術(shù)實(shí)力都比較雄厚的國(guó)際珠寶巨頭的加入，更是給廣大中小翡翠珠寶企業(yè)帶來(lái)了巨大的生存和發(fā)展壓力。在這樣的行業(yè)環(huán)境下，良好的營(yíng)銷戰(zhàn)略就成為中小型翡翠珠寶企業(yè)取得銷售上成功的競(jìng)爭(zhēng)資格要素之一。企業(yè)只有制定合理的營(yíng)銷戰(zhàn)略才有可能與其他企業(yè)在市場(chǎng)上展開(kāi)競(jìng)爭(zhēng)，否則將失去在行業(yè)中立足和逐鹿的資格，被市場(chǎng)的浪潮所淹沒(méi)。因此，作為一名翡翠珠寶從業(yè)人員，研究翡翠珠寶企業(yè)的營(yíng)銷戰(zhàn)略是勢(shì)在必行之舉。 北京金玉翠福珠寶有限公司是一家以翡翠飾品擺件為主要經(jīng)營(yíng)業(yè)務(wù)的珠寶公司，多年的發(fā)展使得其在珠寶行業(yè)具有了一定的影響力。然而作為一個(gè)中型企業(yè)，如何在市場(chǎng)上取得競(jìng)爭(zhēng)優(yōu)勢(shì)來(lái)確保企業(yè)的持續(xù)發(fā)展，一直是金玉翠福面臨的重大問(wèn)題。制定合理的營(yíng)銷戰(zhàn)略是金玉翠福拓展市場(chǎng)的必要條件。 為了幫助企業(yè)制定出合理的營(yíng)銷戰(zhàn)略，本文首先對(duì)相關(guān)的競(jìng)爭(zhēng)戰(zhàn)略理論進(jìn)行了梳理，為營(yíng)銷戰(zhàn)略的制定提供理論支撐。文中從波特五力模型、戰(zhàn)略決策理論、產(chǎn)品/市場(chǎng)增長(zhǎng)組合理論等三個(gè)方面進(jìn)行了評(píng)述。此外，對(duì)企業(yè)的營(yíng)銷環(huán)境進(jìn)行全面準(zhǔn)確的評(píng)估也是必不可少的。本文從宏觀營(yíng)銷環(huán)境和行業(yè)環(huán)境兩個(gè)層次進(jìn)行了分析，獲得企業(yè)營(yíng)銷環(huán)境的現(xiàn)實(shí)。在完成營(yíng)銷環(huán)境的分析以后，對(duì)金玉翠福公司的內(nèi)部環(huán)境進(jìn)行分析。本文從產(chǎn)品設(shè)計(jì)能力、雕刻加工能力、銷售渠道、品牌效應(yīng)、營(yíng)銷隊(duì)伍建設(shè)等方面展開(kāi)競(jìng)爭(zhēng)力分析，，分析的過(guò)程中采用與同業(yè)企業(yè)橫向?qū)Ρ冉y(tǒng)計(jì)分析的方法，得出金玉翠福的競(jìng)爭(zhēng)優(yōu)勢(shì)與劣勢(shì)。營(yíng)銷環(huán)境的評(píng)估和企業(yè)競(jìng)爭(zhēng)力的分析構(gòu)成SWOT分析，為制定營(yíng)銷戰(zhàn)略提供方向選擇的依據(jù)。文中最后為金玉翠福提供了以差異化戰(zhàn)略為基礎(chǔ)、市場(chǎng)滲透戰(zhàn)略和產(chǎn)品開(kāi)發(fā)戰(zhàn)略并舉的營(yíng)銷戰(zhàn)略選擇，并制定了戰(zhàn)略實(shí)施配套措施。
[Abstract]:Thanks to the rapid development of the national economy, the growth of per capita income and appreciation and the popularization of knowledge, jade jewelry industry has achieved rapid development in the past twenty years. Engaged in jade jewelry processing enterprises and jade jewelry sales increased significantly. The jade jewelry Xinrong to business practitioners brought huge profits at the same time, also attracted a large number of funds and personnel in the industry, the industry competition is becoming increasingly fierce. Especially after entering the capital and technology strength are relatively strong international jewelry giant, but also brings a great pressure on the survival and development of small and medium-sized enterprises to jade jewelry. In this industry environment, good marketing strategy has become small and medium-sized enterprises to obtain one of jade jewelry sales competition qualification element of success. Only enterprises to develop a reasonable marketing strategy is possible with other enterprises in the market To compete, or lose the qualification to compete in the industry and compete with the deer, will be overwhelmed by the wave of market. Therefore, as a jade jewelry employee, it is imperative to study the marketing strategy of jadeite jewelry enterprises.
Beijing jinyucuifu Jewelry Co. Ltd. is a jade jewelry ornaments for the main business of the jewelry company, years of development has a certain influence in the jewelry industry. However, as a medium-sized enterprises, how to obtain the competitive advantage to ensure the sustainable development of enterprises in the market, has been a major problem facing gold Yucui Fu. To develop a reasonable marketing strategy is a necessary condition for Jin Yucuifu to expand the market.
In order to help enterprises to develop a reasonable marketing strategy, the paper summarizes the related theory of competitive strategy, marketing strategy and provide theoretical support for the formulation of Potter five forces model in this paper from the strategic decision theory, the three aspects of product / market growth portfolio theory were reviewed. In addition, a comprehensive and accurate evaluation the marketing environment of the enterprise is essential. This paper analyzes the two levels of macro environment and industry environment, obtain the enterprise marketing environment in reality. After completing the analysis of the marketing environment, the Jin Yucuifu company's internal environment is analyzed. The ability of product design, carving and processing capacity, sales channels, brand effect. Competitive analysis aspects of marketing team construction, analysis and comparison of statistics by trade enterprises in the process of the Jin Cui Fu. For the advantages and disadvantages. Analysis the marketing environment analysis and evaluation of the competitiveness of enterprises to form a SWOT, offer a direction for the formulation of marketing strategy choice basis. For the final jinyucuifu is presented in this paper based on differentiation strategy, market penetration strategy and marketing strategy and product development strategy, and the strategic implementation measures.

【學(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.8;F274

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