摘 要
得益于国民经济的高速发展、人均收入的增长以及翡翠鉴赏知识的推广和普及，翡翠珠宝行业在近二十年取得了快速的发展。从事翡翠饰品加工的企业和翡翠饰品的销量都显着增加。翡翠珠宝的欣荣在给从业企业带来丰厚利润的同时，也吸引了大批资金和人员转战该行业，使得行业的竞争日趋激烈。尤其是资金和技术实力都比较雄厚的国际珠宝巨头的加入，更是给广大中小翡翠珠宝企业带来了巨大的生存和发展压力。在这样的行业环境下，良好的营销战略就成为中小型翡翠珠宝企业取得销售上成功的竞争资格要素之一。企业只有制定合理的营销战略才有可能与其他企业在市场上展开竞争，否则将失去在行业中立足和逐鹿的资格，被市场的浪潮所淹没。因此，作为一名翡翠珠宝从业人员，研究翡翠珠宝企业的营销战略是势在必行之举。
北京金玉翠福珠宝有限公司是一家以翡翠饰品摆件为主要经营业务的珠宝公司，多年的发展使得其在珠宝行业具有了一定的影响力。然而作为一个中型企业，如何在市场上取得竞争优势来确保企业的持续发展，一直是金玉翠福面临的重大问题。制定合理的营销战略是金玉翠福拓展市场的必要条件。
为了帮助企业制定出合理的营销战略，本文首先对相关的竞争战略理论进行了梳理，为营销战略的制定提供理论支撑。文中从波特五力模型、战略决策理论、产品/市场增长组合理论等三个方面进行了评述。此外，对企业的营销环境进行全面准确的评估也是必不可少的。本文从宏观营销环境和行业环境两个层次进行了分析，获得企业营销环境的现实。在完成营销环境的分析以后，对金玉翠福公司的内部环境进行分析。本文从产品设计能力、雕刻加工能力、销售渠道、品牌效应、营销队伍建设等方面展开竞争力分析，分析的过程中采用与同业企业横向对比统计分析的方法，得出金玉翠福的竞争优势与劣势。营销环境的评估和企业竞争力的分析构成 SWOT 分析，为制定营销战略提供方向选择的依据。文中最后为金玉翠福提供了以差异化战略为基础、市场渗透战略和产品开发战略并举的营销战略选择，并制定了战略实施配套措施。
关键词：翡翠营销 营销战略 竞争优势
Abstract
Jade jewelry industry got rapid development in recent 20 years thanks to the rapiddevelopment of national economy, the growth of family income and the promotion andpopularization of the knowledge for jade jewelry. Both enterprises engaged in jade jewelryand jade jewelry sales have increased significantly. The prosperity of jade jewelry industrybrings high profits to enterprises in the industry, at the same time, attracts a large number ofmoney and personnel flow in the industry, making the competition increasingly fierce. Smalland medium enterprises are facing huge pressure to survival and develop especially afterinternational jewelry giants who have great power in financial and technical. Excelentemarketing strategy has become a competitive qualification element to get sales success forsmall and medium jade jewelry enterprises in the industry environment. Rational marketingstrategy is essential, so researching marketing strategy of jade jewelry enterprises is a veryimportant thing.
As a professional company in jade jewelry industry, Beijing Jinyucuifu jewelry co., LTDhas had a certain influence in the industry through more than ten years development. However,as a medium enterprise, how to get competitive advantage in the market to ensure thecompany develop continuelly is a big problem which Jinyucuifu faced. Reasonable marketingstrategy is necessary for Jinyucuifu.
This paper discussed relevant competitive strategy theory such as Porter's five forcemodel, competitive strategy selection and Ansoff Matrix in order to provide theoreticalsupport for the establishment of marketing strategy. In addition, the comprehensive accurateassessment on the enterprise's marketing environment is also essential. Macro marketingenvironment and jade industry environment are the two levels analyzing in this paper. Aftercomplete marketing environment analysis, this paper analyzed the competitive power ofJinyucuifu from product design ability, carving and processing ability, sales channels, brandeffect, marketing team construction and other aspects. To make sure the results of analysisbeing correct, lateral comparison with other companies has being adopted. Through anlysisabove this paper find competitive advantage and disadvantage of Jinyucuifu. The evaluationof marketing environment and the analysis of the competitive power constitute so-calledSWOT analysis, it provide a direction for marketing strategy. In the last part, this paperprovides market penetration and product development which are based on differentiationstrategy to choose for Jinyucuifu, and high customized, internal marketing, social media useare developed to ensure the strategy be implemented.
Key Words:jade marketing, marketing strategy, competitive advantage
目 录
摘 要……III
Abstract……IV
1 绪论……1
1.1 本文的研究背景……1
1.2 研究目的和意义……1
1.2.1 研究目的……1
1.2.2 研究意义……1
1.3 研究方法……2
1.4 本文主要内容及论文结构……3
2 相关理论综述……4
2.1 波特五力模型……4
2.2 STP 理论 ……6
2.3 战略决策理论……8
2.4 产品/市场增长组合理论……10
3 金玉翠福珠宝公司营销环境分析……12
3.1 宏观营销环境分析……12
3.1.1 人口环境……12
3.1.2 经济环境……12
3.1.3 社会文化环境……14
3.1.4 技术环境……15
3.1.5 政治法律环境……15
3.2 行业环境分析……15
3.2.1 新进入者的威胁……16
3.2.2 供应商议价的能力……17
3.2.3 买方的议价能力……18
3.2.4 现有竞争者之间的竞争程度……19
3.2.5 替代品的威胁……19
3.3 主要竞争品牌介绍……20
3.3.1 七彩云南……20
3.3.2 灵云翠轩……21
3.3.3 传世翡翠……21
3.3.4 玉翠山庄……21
3.3.5 福圣真玉……21
4 金玉翠福珠宝公司内部环境分析……23
4.1 北京金玉翠福珠宝有限公司简介……23
4.2 公司竞争优势分析……24
4.2.1 产品设计能力优势……24
4.2.2 雕刻加工优势……26
4.2.3 销售渠道优势……27
4.2.4 品牌优势……28
4.3 公司竞争劣势分析……28
4.3.1 品牌 logo 含义混乱……28
4.3.2 营销队伍的建设欠佳……29
4.3.3 营销中对翡翠文化的传播力度不够……30
5 金玉翠福珠宝公司营销战略选择与实施配套措施……31
5.1 金玉翠福公司目标市场选择和市场定位……31
5.1.1 目标市场选择……31
5.1.2 市场定位……31
5.2 营销战略选择……31
5.2.1 差异化战略……31
5.2.2 市场渗透战略……34
5.3 战略实施配套措施……36
5.3.1 品牌 logo 重新设计……36
5.3.2 高端定制化……37
5.3.3 内部营销策略……38
5.3.4 社交媒体营销策略……40
6 结论与展望……42
参考文献……43
致 谢……46
