發(fā)布時(shí)間：2019-07-05 15:06

【摘要】：近年來(lái)，我國(guó)珠寶市場(chǎng)發(fā)展迅速，競(jìng)爭(zhēng)日益激烈，至2013年國(guó)內(nèi)黃金珠寶零售額已達(dá)到2959億元，預(yù)計(jì)繼住房、汽車(chē)之后，珠寶首飾將成為第三大消費(fèi)熱點(diǎn)。隨著國(guó)內(nèi)珠寶市場(chǎng)規(guī)模的不斷擴(kuò)張，市場(chǎng)中產(chǎn)品琳瑯滿目、品牌百花齊放、營(yíng)銷(xiāo)模式種類(lèi)繁多，令企業(yè)無(wú)所適從。加之，企業(yè)受自身資源所限，全面進(jìn)攻策略不具有可行性，準(zhǔn)確恰當(dāng)運(yùn)用營(yíng)銷(xiāo)資源成為企業(yè)制勝的重要保證。因此如何將企業(yè)自身優(yōu)勢(shì)和市場(chǎng)機(jī)會(huì)相匹配，爭(zhēng)取營(yíng)銷(xiāo)資源的利用價(jià)值最大化成為越來(lái)越多的珠寶企業(yè)追求的目標(biāo)。在這種情況下，為新進(jìn)入企業(yè)恒邦量身打造最佳營(yíng)銷(xiāo)策略具有較大的理論價(jià)值和現(xiàn)實(shí)意義。 恒邦要全面提升競(jìng)爭(zhēng)力，必須聚焦自身有限的營(yíng)銷(xiāo)資源于某一營(yíng)銷(xiāo)要素或某一營(yíng)銷(xiāo)要素的某一點(diǎn)，實(shí)施聚焦?fàn)I銷(xiāo)策略。聚焦?fàn)I銷(xiāo)的核心是“取舍”和“匹配”。首先明確優(yōu)勢(shì)和劣勢(shì)，找到與企業(yè)自身優(yōu)勢(shì)最匹配的某一細(xì)分市場(chǎng)，持續(xù)塑造品牌專(zhuān)一的核心價(jià)值，合理規(guī)劃產(chǎn)品線，選擇最佳進(jìn)入市場(chǎng)的渠道模式或形態(tài)，，最終集中分散的營(yíng)銷(xiāo)資源形成合力，達(dá)到事半功倍的效果。 通過(guò)對(duì)哈爾濱、深圳、廣東、上海四大城市的珠寶消費(fèi)者購(gòu)買(mǎi)偏好的抽樣調(diào)查，經(jīng)量化分析得出：不同年齡、性別、婚姻狀況、區(qū)域、社會(huì)階層的消費(fèi)者偏好不同；服務(wù)質(zhì)量和產(chǎn)品設(shè)計(jì)風(fēng)格影響消費(fèi)者對(duì)品牌的感知價(jià)值；品牌專(zhuān)賣(mài)店是新品牌傳播效果較好的渠道。 基于此，從市場(chǎng)、產(chǎn)品、品牌、渠道四個(gè)方面來(lái)構(gòu)造恒邦4F聚焦?fàn)I銷(xiāo)的理論框架。首先對(duì)市場(chǎng)聚焦、產(chǎn)品聚焦、品牌聚焦、渠道聚焦從概念上進(jìn)行了重新界定，然后運(yùn)用相關(guān)案例對(duì)四種聚焦策略的分類(lèi)和實(shí)施步驟提供了較為系統(tǒng)的操作方法，最后為恒邦量身定制了具體的4F聚焦?fàn)I銷(xiāo)組合策略。
[Abstract]:In recent years, the jewelry market in China has developed rapidly and the competition is becoming increasingly fierce. By 2013, the retail volume of gold jewelry in China has reached 295.9 billion yuan. It is expected that after housing and cars, jewelry will become the third largest consumption hot spot. With the continuous expansion of the scale of the domestic jewelry market, the market is full of products, brands bloom, a wide variety of marketing models, making enterprises at a loss as to what to do. In addition, enterprises are limited by their own resources, comprehensive offensive strategy is not feasible, accurate and appropriate use of marketing resources has become an important guarantee for enterprises to win. Therefore, how to match the advantages of enterprises and market opportunities, and strive to maximize the utilization value of marketing resources has become the goal pursued by more and more jewelry enterprises. In this case, it is of great theoretical value and practical significance to create the best marketing strategy for the newly entered enterprises. In order to enhance his competitiveness in an all-round way, Hengbang must focus on his own limited marketing resources at a certain marketing element or a certain point of a marketing element, and implement a focused marketing strategy. The core of focusing on marketing is "trade-off" and "matching". First of all, we should clarify the advantages and disadvantages, find a market segment that best matches the advantages of the enterprise itself, continuously shape the core value of the brand, plan the product line reasonably, choose the best channel mode or form to enter the market, and finally concentrate the decentralized marketing resources to form a joint force to achieve twice the result with half the effort. Through the sampling survey of jewelry consumers' purchase preference in Harbin, Shenzhen, Guangdong and Shanghai, through quantitative analysis, it is concluded that the consumer preferences of different ages, gender, marital status, region and social class are different; the service quality and product design style affect the perceived value of consumers to the brand; and the brand store is the channel with good communication effect of the new brand. Based on this, the theoretical framework of Hengbang 4F focus marketing is constructed from four aspects: market, product, brand and channel. Firstly, the concept of market focus, product focus, brand focus and channel focus is redefined, then the classification and implementation steps of the four focusing strategies are provided by using the relevant cases, and finally the specific 4F focus marketing combination strategy is customized for Hengbang.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F426.8

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本文編號(hào)：2510610