基于竞争分析的金玉福营销战略研究.docx

硕博论文网 At present, the County personnel totaled 93,000 people, is three times times of 2010. Review the work of the past five years, the County formed to encourage innovation, innovation, participation in innovative atmosphere, a large number of innovations emerging high-level personnel leading the increasingly strong role; innovative idea further innovations gradually expanded from economic to social governance, public safety, intelligence and other areas of urban construction, innovation and talent support becomes increasingly important. Of hard work, the county levels to cherish, continue to consolidate, improve and, for the future development, to remain sober-minded, scientific foresight, courage to play. Under the influence of complicated international and domestic situation, the domestic economic situation, and General Secretary of stability, but downward pressure on large trend of differentiation and deepening of structural adjustment sums up the current situation. From Dongping actual see, Thirteen-Five during, County faced stable economic growth, and deepening structure adjustment of double task, both faced with economic total small, and per capita level low, and industry structure not reasonable, and economic development way extensive, basic situation, more has industry cluster early now prototype, and Park hosted capacity constantly enhanced, and resources traffic location advantage increasingly appeared, and cadres masses innovation venture passion 基于竞争分析的金玉翠福营销战略研究 1 绪论1.1 本文的研究背景随着我国市场经济的发展，国民整体消费水平得到显著提高的同时，市场规范的问题日渐突出。翡翠市场也面临着这一问题。近几年翡翠市场依然呈现出高速增长的势头，但增长速度在不断下滑。与此同时，翡翠市场在逐渐地成熟，原来松散的、靠经验运营的销售模式已不能适应翡翠市场的新形势，翡翠营销需要现代营销理论来指导营销活动。北京金玉翠福珠宝有限公司成立于 2003 年，公司主营：翡翠、和田玉、杂石、水晶饰品和玉雕摆件等，其中翡翠是公司的主要业务。笔者作为翡翠营销从业人员，任职于北京金玉翠福珠宝公司多年。希望通过本文对翡翠市场的研究和对公司进行全面的分析，协助公司应用现代竞争理论和营销理论确立全新的翡翠营销战略，以适应翡翠市场的发展和获得市场竞争中的成功。1.2 研究目的和意义1.2.1 研究目的本文试图通过对翡翠这一高端消费品的营销战略进行研究，期望达到以下目的：第一，通过对金玉翠福珠宝有限公司的营销环境分析，判定当前翡翠行业的成长前景和行业竞争势态。第二，对金玉翠福珠宝有限公司进行内部环境分析，确定该公司在同行业竞争中具有的竞争优势以及不足之处。