珠宝论文博大珠宝有限公司品牌营销战略研究.doc

珠宝论文：博大珠宝有限公司品牌营销战略研究【中文摘要】21世纪是知识红济的新时代,智力资本和信息技术成为经济高速发展的助推器,由此带来的是人们消费方式的巨大变化,消费需求也随之不断变化,对于品牌的认识也进入到了一个全新的阶段。博大珠宝有限公司是国内以蓝宝石和玉石开发、加工、经营为一体的珠宝公司,是中国珠宝行业特别是蓝宝石行业的领头羊。但中国目前的珠宝市场,本土的珠宝企业核心竞争力较低,产品文化内涵不够丰富,同质化现象严重,营销手段落后；而我国珠宝市场长期以来一直被国外品牌占据,以弱对强将是我国珠宝行业很长一个时期内的竞争形势。面对国内珠宝行业的严峻竞争,品牌营销战略开始受到企业的关注,建立品牌、宣传品牌、发展品牌、保护品牌和营销品牌这一品牌战略体系将是我国珠宝行业抵御国际竞争、实现自身发展的必经之路。博大珠宝有限公司如何实施有效地品牌营销战略,形成独特的品牌营销战略设计,从而实现抵御外部竞争,弥补自身劣势,发挥独特优势,将对博大珠宝有限公司具有重要的实践价值和指导意义。本文通过文献分析法,大量阅读和梳理国内外品牌营销战略的文献,总结了品牌战略的完整过程,包括建立品牌、宣传品牌、发展品牌、保护品牌和营销品牌；以逻辑分析法设计了博大珠宝品牌营销战略体系的框架,主要内容包括品牌模式选择,品牌宣传与推广,品牌发展与延伸和品牌营销管理；同时收集博大珠宝有限公司的大量事实和数据,以图表和数据的实证分析法得出公司品牌营销现状和问题。本文不仅为博大珠宝有限公司提出了有针对性的品牌营销战略体系,也对我国珠宝行业的发展有一定的研究分析,见微知著,为我国珠宝行业的发展提供了借鉴。本文第一章是导论,交待了本文的选题背景和研究意义、研究思路和方法、研究框架和创新点。第二章是相关理论综述,明确了品牌和战略的涵义,进而提出品牌战略的内容和品牌营销战略的实施过程。第三章是博大珠宝有限公司现状分析,分别对公司概况、产品特点和现有品牌营销战略的内容进行分析,提出其存在的问题。第四章提出了博大珠宝有限公司的品牌营销战略体系,以PEST分析、SWOT分析、消费需求分析和行业供应分析为理论依据,运用品牌战略的内容,设立品牌营销战略的设计目标与原则、设计思路与框架。第五章根据设计框架进行品牌营销战略的具体实施。第六章提出了博大珠宝有限公司品牌营销战略体系实施的保障条件,包括营销观念的转变,人才支持,组织保障和文化支撑。最后一章是结论与展望。【英文摘要】The 21st century is a new era of the knowledge-based economy, intellectual capital and information technology becomes the booster of high-speed economy development, which brings huge changes of consumption. And consumption demand constantly changes. All in all, the brand awareness has entered into a new stage. Boda Jewelry Co. LTD, as a native Jewelry Co. LTD whose major is developing, making and running the business of sapphire and ruby, is the leader of the sapphire trade at home. Nevertheless, as far as the situation of our own jewelry business, the weak competition power of our domestic enterprise, lack of the products culture contents, the serious homogeneous phenomenon, the undeveloped marketing methods as well as the situation of international brandsmarketing occupation lead to a weak-to-strong competition condition of our native jewelry enterprises. As a result of hot competitions, the brand of marketing strategy begins to receive more and more concerns. Meanwhile, the brand founding, the brand promotion, the brand development, the brand protection and the brand marketing, as a series of brand strategy system, will become the only way which must be passed to resist the international competition and finish the development for our native enterprises. So far as Boda Jewelry Co. LTD, how to practice the effective brand marketing strategy and shape the unique brand marketing strategy design in order to resist the international competition, make up the weakness of itself, bring the unique advantages in full play will have serious practice value and guide sense.With the article analysis methods, this article sums up the full complete process which involves the brand founding, the brand promotion, the brand development, the brand protection and the brand marketing after a large reading and arranging of the brand marketing strategy at home and abroad. Designed the brand marketing strategy system for Boda Jewelry Co. LTD by the logical analysis method, which includes brand mode selection, brand publicity and promotion, brand development and extension and brand marketing management. Meanwhile collecting Broad Jewelry Co., LTD of facts and figures to chart and data of empirical analysis concluded that the companys brand marketing situation and problems. In his paper, the writer not only designed for Broad Jewelry Co., LTD the brand marketing strategy system, but also research and analysis for Chinas jewelry industry. All in all the write provided a reference for the development.The first chapter is the introduction of this article, confessed to choose a background and significance of the research, the research ideas and methods and research framework and innovations. The second chapter is relevant theoretical overview, which defined the meaning of brand and strategy. Then put out the content of brand strategy and the process of brand marketing strategy. The third chapter is the actuality analysis of Broad Jewelry Co., LTD, which includes the status of company profiles, product characteristics and existing content of brand marketing strategy, the article analyzes the existing problems. The fourth chapter designed the brand marketing strategy system, and used PEST analysis, SWOT analysis, consumer demand analysis and industry supply analysis as the theory basis. Then designed the goal, principle, design idea and framework of brand marketing strategy by the content of brand strategy. The sixth chapter put out the implementation of the security system for Broad Jewelry Co., LTD, which includes the change of marketing concept, talent support, organizational guarantee and cultural support. The final chapter is the conclusion and prospect.【关键词】珠宝 品牌 营销 战略【英文关键词】Jewelry Brand Marketing Strategy【目录】博大珠宝有限公司品牌营销战略研究摘要10-12ABSTRACT12-13第1章 绪论14-211.1 选题背景与研究意义14-161.1.1 选题背景14-161.1.2 研究意义161.2 研究方法与创新点16-181.2.1 研究方法171.2.2 创新点17-181.3 研究思路与论文框架18-211.3.1 研究思路181.3.2 论文框架18-21第2章 相关理论综述21-372.1 品牌21-232.2 战略与品牌战略23-282.2.1 战略23-252.2.2 品牌战略25-282.3 品牌营销战略的提出与实施28-372.3.1 建立品牌29-302.3.2 宣传品牌30-322.3.3 发展品牌32-342.3.4 保护品牌34-352.3.5 营销品牌35-37第3章 博大珠宝有限公司品牌营销战略现状分析37-453.1 公司概况37-393.1.1 公司背景介绍37-383.1.2 公司组织结构38-393.1.3 公司经营状况393.2 产品特点分析39-413.2.1 质量过硬403.2.2 融入文化因素403.2.3 创新制胜40-413.3 公司现有品牌营销战略的内容及问题41-453.3.1 现有品牌营销战略内容分析41-423.3.2 现有品牌营销战略存在的问题42-45第4章 博大珠宝有限公司品牌营销战略设计45-644.1 设计依据45-574.1.1 理论依据45-464.1.2 市场依据46-494.1.3 方法依据49-574.2 设计目标和原则57-594.2.1 设计目标57-584.2.2 设计原则58-594.3 设计思路和框架59-644.3.1 设计思路59-624.3.2 设计框架62-64第5章 博大珠宝有限公司品牌营销战略实施过程64-845.1 品牌定位与模式选择64-705.1.1 确定品牌定位64-685.1.2 品牌模式选择68-705.2 品牌宣传与推广70-785.2.1 不断提高产品和服务质量71-735.2.2 实现销售渠道的拓展与创新73-755