珠宝行业中低端市场营销策略分析研究——以石家庄金匠世家为例 工商管理专业VIP免费

摘要近年来，随着我国居民生活水平的稳步提高，珠宝首饰行业正在快速的发展，中国出现了一系列新兴珠宝品牌，许多国际珠宝品牌开始进入中国市场，与本土珠宝品牌在消费市场展开更为激烈的竞争。伴随着同行业竞争压力的加大，要想在激烈的竞争中稳步前进，经营者需要提供给消费者更满意、更高质量的产品和服务。顾客在购买珠宝首饰时，更注重所享受的服务和珠宝产品的品质。尽管金匠世家在石家庄有一定知名度和影响力的，但经过对来往的石家庄市民的调查，大多数受访者潜意识里认为金匠世家是一个低端的珠宝品牌，或者只是听说过这个名字，但不太了解品牌及其产品。所以，只有有效地实施营销战略，提升品牌影响力和整体服务水平，建立完善的服务体系和客户关系，完善培训体系和激励机制，企业才能找到发展的出路。关键词：珠宝行业；中低端市场；营销策略分析AbstractInrecentyears,withthesteadyimprovementoflivingstandardsofChineseresidents,themarketdevelopmentofjewelryindustryisdevelopingrapidly.AseriesofnewjewelrybrandshaveemergedinChina.ManyinternationaljewelrybrandshaveenteredtheChinesemarketandstartedtocompetemorefiercelywithlocaljewelrybrandsintheconsumermarket.Withtheincreaseofcompetitionpressureinthesameindustry,inordertomakesteadyprogressinthefiercecompetition,operatorsneedtoprovideconsumerswithmoresatisfactoryandhigherqualityproductsandservices.Customerspaymoreattentiontotheservicetheyenjoyandthequalityofjewelryproductswhentheybuyjewelry.AlthoughtheGoldsmithFamilyhasacertainreputationandinfluenceinShijiazhuang,aftersurveyingthepeoplewhocomeandgotoShijiazhuang,mostoftherespondentssubconsciouslybelievethattheGoldsmithFamilyisalow-endjewelrybrand,orjustheardofthename,buttheydonotknowmuchaboutthebrandanditsproducts.Therefore,onlybyeffectivelyimplementingmarketingstrategy,enhancingbrandinfluenceandoverallservicelevel,establishingaperfectservicesystemandcustomerrelationship,improvingtrainingsystemandincentivemechanism,canenterprisesfindawayoutfordevelopment.Keywords:Jewelryindustry;low-endmarket;marketingstrategyanalysis目录前言............................................................................................................1一、中低端珠宝市场的发展现状分析....................................................1（一）中国珠宝行业中低端市场的基本概况........................................1（二）中低端珠宝企业的营销现状及发展趋势....................................1二、石家庄金匠世家基本概况及市场环境分析....................................2（一）石家庄金匠世家的发展历程........................................................2（二）石家庄金匠世家SWOT分析...........................................................2三、石家庄金匠世家的营销策略分析....................................................4（一）金匠世家4P营销策略分析...........................................................4（二）金匠世家营销存在的问题............................................................5四、提高石家庄市金匠世家营销策略....................................................6（一）加大宣传力度，提高品牌知名度................................................7（二）完善网络销售渠道........................................................................7（三）加强人力资源管理，提高营销队伍的业务水平........................7（四）提高顾客忠诚度............................................................................8结论............................................................................................................8参考文献..................