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VIP专享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AbstractIn recent years, with the steady improvement of living standards of Chinese residents, the market development of jewelry industry is developing rapidly. A series of new jewelry brands have emerged in China. Many international jewelry brands have entered the Chinese market and started to compete more fiercely with local jewelry brands in the consumer market. With the increase of competition pressure in the same industry, in order to make steady progress in the fierce competition, operators need to provide consumers with more satisfactory and higher quality products and services. Customers pay more attention to the service they enjoy and the quality of jewelry products when they buy jewelry. Although the Goldsmith Family has a certain reputation and influence in Shijiazhuang, after surveying the people who come and go to Shijiazhuang, most of the respondents subconsciously believe that the Goldsmith Family is a low-end jewelry brand, or just heard of the name, but they do not know much about the brand and its products. Therefore, only by effectively implementing marketing strategy, enhancing bra...