珠宝产品的品牌营销策略研究——以M公司在中国市场为例 市场营销专业.doc

摘要 随着中国经济的快速发展，人们开始注重生活质量的提高。具有较高的收入水平和良好的教育背景群体成为奢侈品消费的主流。这类人群为为饰品行业提供广阔的市场发展空间，同样的,饰品行业在品牌文化和价值上的优势，也可以充分满足高层次的消费需求,使之相辅相成。事实上，品味的消费已成为现代社会阶层之间区别的重要标志，因此，各种珠宝的消费似乎已成为内在的需求。中国具有悠久和深厚的珠宝文化，珠宝文化最早可以追溯到6000年前，河姆渡的文物，在现场发现了大量的玉、石装饰品。同时，中国已经成长为世界最重要的珠宝消费市场，已经成为少数几个年消费额超过百亿美元的国家，珠宝消费和需求量在世界占有主要地位。随着我国经济的飞速发展和消费群体的逐渐成熟，我国的消费者对珠宝首饰的刚性需求，珠宝首饰巨大的消费热潮也将继续保持拓盛的増长势头。珠宝业虽有着漫长的发展历史，如今也成为一个高度发达的成熟产业，所以珠宝行业的发展水平在一定程度上反映了一个国家或地区的经济发展和消费水平。珠宝一直以来都是人们软性需求中的一部分，但是就珠宝的价格和品牌来讲，软性需求中的珠宝不是泛指所有珠宝款式和价格，仅仅指的是能够满足基本需求的珠宝。然后随着人们生活水平的不断提高，收入水平和生活品质也不断的提升，人们对珠宝的要求产生了变化，从70年代时珠宝只是用来进行保值和代表着某一种身份的象征，演化至今，珠宝所表现出来的是人们对生活品质的追求和生活质量的要求。根据全国珠宝制造厂的统计，北上广三座城市仅2014年一年中产出的高端珠宝的数量占据了整个珠宝市场的25%，比2012年上升了60%，比2013年上升了整整100%，这就意味着人们对珠宝的质量和品牌的要求也越来越高，珠宝已经不单单是满足人们生活需求的物品，而是满足其心理需求和消费体验的物品。 品牌营销是简单的的营销手段，也是企业的具体形象的产品，通过一些发挥品牌效应手段，深入到消费者当中。在品牌战略品牌专家网络中，品牌营销是指基于企业的消费需求，在提升质量、文化和独特性的同时，在用户认同的过程中，创造品牌价值，最终形成有效的营销策略。品牌营销是珠宝零售商创造利润的必由之路。提高竞争力，扩大发展空间，是提高企业竞争力的重要措施。然而，中国的珠宝零售业征地的发展程度不如预期，仍有许多问题存于在珠宝零售企业，如品牌知名度不高，缺乏文化内涵，产品同质化等，这些因素严都在制约中国珠宝零售业的快速发展和成长。企业要在激烈的竞争中生存，就必须找到合适的营销组合策略，拓展自己的市场和国际市场占有率。珠宝行业的营销组合战略作为一个重要的销售战略，逐步引起相关企业的关注与重视。这其中最有代表性的是4P营销组合策略。营销战略在中国市场环境下的性能公用研究，建立独特营销策略，可基于产品策略、定价策略、渠道策略、促销策略四大因素进行分析和入手。而对于企业而言，不同市场的固有风险是不容忽视的。在我国，相关企业的市场营销管理的理论远远落后于西方发达国家的企业，同时，对市场营销缺乏理论的系统研究，现有的研究还不够深入，在逐步开放的市场面前，营销意识和管理将成为新的中国的发展重点和方向。因此，对于珠宝行业来说，营销组合策略的研究更是重中之重，它有助于深化对营销组合策略的理论研究，丰富营销组合策略的理论体系，从而帮助珠宝零售行业健康的成长和发展。 本文第一部分为绪论的描述，重点阐述了这篇文章的研究背景和意义、研究思路和方法；第二章阐述了中国珠宝市场概况分析，明确了中国珠宝市场的竞争格局，进而提出了珠宝市场的特点；第三章分析 M公司的市场定位，重点根据实际情况对M公司竞争环境口蘑每个的SWOT分析，通过消费者需求和珠宝行业的分析，运用品牌战略的内容,最终分析和确定M公司的市场定位战略；第四章M公司中国市场营销组合，分析了M公司珠宝公司产品策略；价格策略；渠道策略和促销策略；第五章确定了 M公司在未来营销面临的竞争问题及应对策略，通过竞争环境的分析，提出了M公司未来市场营销组合理论以及互联网营销的策略；第六章为研究结论。为加强营销队伍建设，建立品牌管理组织和资金管理组织，提出M公司营销战略实施的保障措施。 关键词：珠宝行业 市场营销 SWOT分析 互联网营销 Abstract With the rapid development of China's economy, people began to pay attention to the improvement of quality of life. With a high level of income and a good educational background groups to become the mainstream of luxury consumption. This kind of crowd for the jewelry industry to provide a broad market development space, the same jewelry industry in the brand culture and value advantages, but also can fully meet the high level of consumer demand, so that complement each other. In fact, the consumption of taste has become an important symbol of the distinction between modern social strata, so the consumption of various jewelery seems to have become an inner demand. China has a long and deep jewelry culture, jewelry culture can be traced back to 6000 years ago, Hemudu cultural relics, at the scene found a lot of jade, stone ornaments. At the same time, China has grown into the world's most important jewelry consumer market, has become a few years spent more than 10 billion US dollars in the country, jewelry consumption and demand in the world occupies a major position. With the rapid development of China's economy and the gradual maturity of consumer groups, China's consumer demand for jewelry rigid, jewelery huge consumer boom will continue to maintain the momentum of growth. Although the jewelry industry has a long history of development, and now has become a highly developed mature industry, so the level of development of the jewelry industry to a certain extent, reflects a country or region of economic development and consumption levels. Jewelry has always been part of the soft demand, but the price of jewelry and the brand is concerned, the soft demand in the jewelry is not generally refers to all the jewelry styles and prices, only refers to the basic needs to meet the jewelry. And then with the continuous improvement of people's living standards, income levels and quality of life is also rising, people have changed the requirements of jewelry, from the 1970s when the jewelry is used only to preserve and represent a symbol of identity, evolution So far, the jewelry is shown by the people's quality of life and the pursuit of quality of life requirements. According to the statistics of the national jewelery factory, the number of high-end jewels produced in the three cities in the north alone accounted for 25% of the total jewelry market, up 60% from 2012 and 100% more than in 2013 %, Which means that people on the quality of jewelry and brand requirements are getting higher and higher, jewelry is not just to meet people's needs of life items, but to meet their psychological needs and consumer experience items. Brand marketing is simple, is the product of the specific image of the enterprise, through a number of means, in-depth to consumers. In the brand strategy brand expert network, brand marketing is an enterprise based on consumer demand, in enhancing the quality, culture and uniqueness at the same time, in the process of user identity, create brand value, and ultimately the formation of effective marketing strategy. Brand marketing is the only way for jewelry retailers to create profits. To improve the competitiveness and expand the development space is an important measu