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中国珠宝首饰市场分析

更新时间:2011-5-20:  来源:毕业论文

中国珠宝首饰市场分析
作者:张巧玲  摘要:作为宝石专业的学生,我们即将走向社会,投入到这一行业中去,我们应该看到,随着国民经济的发展,人民生活水平的提高,消费者对非刚性的精神需求不断增大,购买贵重商品用以保值与投资的观念日益增强,珠宝首饰行业的发展前景正愈来愈光明,但不可回避的是,还有诸多主客观因素,也正愈来愈明显地成为了该行业发展的阻力,甚至瓶颈。因此,为了能够更好地了解市场,更精准地抓住国内本行业的特征,在将来的工作中,更好的发挥自身才能,为企业创效,本生特针对珠宝首饰行业的现状和发展,展开了一系列调查和研究。论文主要就中国珠宝首饰市场现状进行分析,就原料开采、设计加工、营销理念和消费心理方面展开论述,文中涉及对珠宝首饰价值的定义,国内加工业生产技术、设备设施及产业模式,设计人才与设计理念的传统与新生,品牌经营战略与价格规范等。对在传统思想和国民经济水平的双重影响下,中国市场的珠宝首饰如何在审美与保值中维持平衡,购买珠宝首饰的意义,销售商和消费者双方针对珠宝首饰所应持有的态度,行业该有怎样的发展和创新进行思考,并提出合理建议。希望能在今后的实践中,不断完善自己思维,能将这些想法付诸实际,为行业发展做出贡献。

  关键词:珠宝首饰 科技 创新 毕业论文http://www.lwfree.cn

  Summary:Abstract: As professional jewel students, we are about to the society and devotion to this industry, we should see that with the development of national economy and the improvement of people's living standards, consumer’s nonrigid spirit demand are increasing quickly. The concept of purchasing some precious commodities to hedge against inflation or investment boosted up, the prospects of the jewelry industry is becoming more and more promising. But there are some things that can not be avoided. Some objective and subjective factors are becoming the resistance and even bottleneck of this industry. Therefore, in order to make a better understanding of the market, grasp the characteristics of the domestic industry accurately, do my best in the future job, help my corporation gain much more benefits. I launched a series of investigations and research on special status for the jewelry industry and development. Paper is mainly about the analysis on the situation of the China's jewelry market.Meanwhile, in this paper I address myself to the mining of raw materials, designing, processing, marketing concepts and consumer psychology aspects. The paper relates to the definition of jewelry’ s value, the skills of processing domestic industry, production technology, equipment, facilities, the models of the industrial, talented designers, whether the traditional or renewal of the ideas of design, brand management strategy and price norms. Both traditional thinking and the national economy are making a huge influence, for which how to maintain a balance between aesthetics and preservation in china jewelry market, the meaning of jewelry buying, vendors and consumers’ attitude that held for jewelry, the ieads on how will this industry going and innovating, at last make some reasonable suggestions. Hopes that I can perfect my thinking, make these ideas come true and make contribute to the development of this industry.

  Key words:

  目录

  中文摘要与关键词

  英文摘要与关键词

  目录

  1、珠宝首饰的定义

  2、珠宝首饰的价值意义

  3、我国珠宝首饰市场现状

  3.1、生产加工市场

  3.1.1、地区发展不平衡、民营化为主体

  3.1.2、劳动生产率低

  3.1.3、设备设施落后

  3.2、设计理念

  3.2.1、缺乏具有创新精神的设计人才

  3.2.2、国内整体设计思路缺乏突破性

  3.3、经营销售

  3.3.1、缺乏强势品牌(同质化严重,品牌缺乏新意,品牌形象不鲜明)

  3.3.2、价格规范性差

  3.3.3、销售人员整体素质有待提高

  3.4、消费者

  3.4.1、个人拥有珠宝首饰数量少(传统思想控制,经济因素限制,购买欲望亟待开启,市场潜力大)

  4、我国珠宝首饰市场发展趋势

  4.1、加工业分工细化

  4.2、消费者需求多样化

  4.3、销售手段多元化(展销 ,价格促销,广告促销,加盟连锁 ,渠道营销,网络营销,品牌营销,关系营销)

  5、提高中国珠宝首饰产业核心竞争力

  5.1、区域珠宝品牌间合作与竞争(价格战与价格联盟)

  5.2、珠宝品牌需更成熟的发展战略

  5.2.1、借鉴传统文化

  5.2.2、差异化品牌定位

  5.2.3、由贴牌转向自主设计(培养引进相关人才)

  5.2.4、加大力度树立品牌形象(从渠道为主向品牌之争过渡,增加市场信任度——货品,宣传,售后,形象,价格协同,法规,普知)

  5.2.5、电子商务带来新商机

  5.3、国家出台相关法律,严格行业管理

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