金鑫珠宝的品牌战略分析-毕业论文

摘要

珠宝市场是一个以稀缺资源依托的特殊行业，品牌效益在企业发展中占据重要地位，而金鑫珠宝提出了走国美，苏宁等家电连锁企业的发展模式，走名牌进名店的连锁发展战略。

本文将会简单阐述金鑫珠宝的品牌塑造，品牌发展，品牌变革的过程，并就河南珠宝首饰行业的宏观环境及行业竞争现状进行了详细分析，明确金鑫珠宝现阶段所处的外部环。解析在当前品牌策略下所实施的营销策略，明确公司目标市场，购货渠道，品牌组成等。并对品牌推广在实施过程中应注意的问题，提出建议和意见。使品牌策略在公司营销活动中发挥更大的作用。

关键词：品牌策略，珠宝市场，营销模式

Abstract

Jewelry market is a special industry with scarce resources, brand benefit occupy an important position in the development of enterprises, while Jin Xin jewelry proposed taking Gome, Suning and other development mode of home appliance chain enterprises, chain development strategy into the boutique brand.

This paper briefly discusses the Jin Xin jewelry brand building, brand development, brand innovation, and deeply analyze the present situation of competition of macro environment of Henan jewelry industry and industry, the Department Jin Xin jewelry at this stage of the external environment. Simple analysis of the implementation of brand strategy in the current marketing strategies for the company, a clear target market, purchase channels, brand etc.. And the brand promotion should pay attention to in the process of implementation problems, and put forward suggestions. The brand strategy to play a greater role in the company's marketing activities.

Keywords：Brand strategy, Jewelry market, Marketing mode

目录

一、前言 (2)

二、品牌营销的概述 (2)

（一）品牌策略 (2)

（二）品牌的特征与作用 (2)

（三）珠宝企业品牌战略的特殊性 (3)

三、金鑫珠宝的品牌战略内容及效果评价 (3)

（一）金鑫珠宝的品牌战略现状 (4)

（二）金鑫珠宝品牌战略在运行中的问题及分析 (5)

四、改进金鑫珠宝品牌战略的建议 (8)

（一）明确珠宝店店面品牌战略以客户为中心的基本立场 (8)

（二）结合销售现实调整珠宝进货类型与销售价格 (8)

（三）加强珠宝店服务人员的培训与监督激励机制 (9)

（四）构建标准化服务流程 (9)

（五）加强珠宝店配套服务建设 (9)

（六）优化购物环境 (10)

五、结论 .................................................. 错误！未定义书签。参考文献 . (11)