中国黄金饰品的品牌创建研究

发布时间：2018-02-08 17:27

本文关键词： 同质化市场导向价值链产业整合品牌创建　出处：《首都经济贸易大学》2009年硕士论文　论文类型：学位论文

【摘要】： 目前,中国黄金饰品产业挑战和机遇并存:(1)品牌竞争力低。国内九成以上的企业属于中小型规模,且仅占不到10%的市场。(2)经营模式守旧。收费模式、产品设计落伍,同质化现象严重,企业利润低。(3)市场前景巨大,国民预期消费热度不断上升,黄金消费量创历史新高。可见,黄金正成为继房地产、私家车之后的又一消费热点。因此,寻求突破传统的品牌创建策略以建立强势品牌是当务之急,这将对于中国黄金饰品行业,乃至中国经济发挥重要作用。结合上述背景,本文介绍了中国黄金饰品产业的发展历程、背景、行业现状及现在面临的发展障碍,阐述了产业链横、纵整合对黄金饰品品牌创建的影响,分析了黄金饰品行业的消费者市场及竞争现状,从品牌创建的角度分别对产品策略、价格策略、渠道策略、传播策略及体验营销策略进行阐述。本文由五部分组成:第一部分:引言。介绍本文研究背景及意义,说明本文的研究视角、方法、思路、及研究创新并对国内外相关研究进行综述。第二部分:回顾中国黄金饰品市场的演变发展经历,描述产业的经营现状。第三部分:分析中国黄金饰品产业链的整合重点及其对品牌创建的影响。第四部分:分析国内黄金饰品消费者市场及行业的竞争格局,从品牌创建的角度分别对产品、价格、渠道、传播及体验营销五个方面的策略进行阐述。第五部分:总结本文的研究结论并提出研究展望。本文的研究亮点主要集中在三个方面:其一,结合国内黄金饰品产业发展背景,提出了该产业链横、纵整合的整合重点,方式及注意事项。同时阐述了产业链整合对中国黄金饰品品牌创建的影响。其二,利用权威数据构建了依据消费者性别、年龄及消费水平不同而形成的“消费者群体区隔图”,找到了影响消费者行为最重要的两个因素,为中国黄金饰品的品牌创建策略提供了真实的依据。最后,本文从4P理论及体验营销理论出发,总结了产品、价格、渠道、传播、体验共五个方面的有关于品牌创建的营销策略,较为全面的分析了国内黄金饰品品牌创建关键点。
[Abstract]:At present, the challenges and opportunities of China's gold jewelry industry coexist with one another: 1) the brand competitiveness is low. More than 90% of domestic enterprises belong to small and medium-sized scale, and only occupy less than 10% of the market. The phenomenon of homogenization is serious, the enterprise profit is low.) the market prospect is huge, the heat of expected consumption is rising, and the consumption of gold has reached a record high. It can be seen that gold is becoming another consumption hot spot after real estate and private cars. It is imperative to seek a breakthrough in traditional brand building strategies to build strong brands, which will play an important role in China's gold jewelry industry and even the Chinese economy. This paper introduces the development course, background, current situation and obstacles of gold jewelry industry in China, and expounds the influence of horizontal and vertical integration of industry chain on the establishment of gold jewelry brand. This paper analyzes the current situation of consumer market and competition in gold jewelry industry, and analyzes the product strategy, price strategy and channel strategy from the perspective of brand creation. This paper is composed of five parts: the first part: introduction. It introduces the research background and significance of this paper, explains the research perspective, methods, ideas, The second part: review the evolution and development of China's gold jewelry market. The third part is to analyze the integration focus of China's gold jewelry industry chain and its impact on brand creation. Part 4th: analysis of the domestic gold jewelry consumer market and the competition pattern of the industry. From the perspective of brand creation, this paper expounds the five strategies of product, price, channel, communication and experience marketing. Part 5th: summarizes the research conclusions of this paper and puts forward the research prospect. The research highlights of this paper mainly focus on three aspects: first, combined with the domestic gold jewelry industry development background, put forward the integration of the industrial chain horizontal, vertical integration focus, At the same time, it expounds the influence of industrial chain integration on the establishment of gold jewelry brand in China. The "consumer group compartmentalization map", which is formed by different age and consumption level, finds out the two most important factors that influence consumer behavior, and provides a real basis for the brand building strategy of Chinese gold jewelry. Finally, Based on 4P theory and experience marketing theory, this paper summarizes the marketing strategies of brand creation in five aspects: product, price, channel, communication and experience, and analyzes the key points of domestic gold jewelry brand creation.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.8

【引证文献】