黄金产品场调查分析——以长春地区为例.doc

学校代码：10206 学生学号：161104312 白城师范学院 黄金产品市场调查分析——以长春地区为例 Investigation and analysis of the gold market -- in Changchun area as an example 学生姓名：李文静 指导教师：王德录教授 学科专业：市场营销 所在单位：经济管理学院 2014 年 2月 摘 要 在新的国际货币体系下,黄金的货币性虽然被取消,但由于黄金本身所拥有的保值性、安全性、流动性等属性,使其最根本的金融属性并没有降低。但由于塞浦路斯政府出于筹集资金的需要抛售央行储备黄金；德国商业银行等几家主要的机构下调2013年黄金的预期价等原因使得黄金价格持续下降[]，长春老凤祥，周六福，宇泰珠宝等金店借此机会大力促销，各珠宝店的黄金价格甚至降到每克300元以下，掀起了人们对黄金的购买热情，人们对黄金的需求量和关注程度也随之提升，黄金市场呈持续走高状态。本文针对黄金市场这现状做了进一步调查分析，对400名消费者做了详细的市场问卷调查。通过问卷调查进一步分析黄金市场需求，更有针对性的展开促销活动，以市场需求来迎合和改变促销方式，使得黄金市场更平稳快速的发展。 关键字：黄金首饰，市场，消费者 Abstract In the new international monetary system, monetary gold is cancelled, but because the hedge, safety, liquidity and other attributes of gold itself had the financialproperty, the most fundamental and not reduce. But because of the need of the government of Cyprus for raising money selling central bank gold reserves; the German commercial banks and a few other major agencies cut 2013 gold is expected to price and other reasons, gold prices continued to decline .Changchun old Feng Xiang, Zhou Liufu, Yu Thai jewelry shop to take this opportunity to vigorously promotion, the jewelry store of gold prices even fell to 300yuan per gram, a people of gold buying enthusiasm, people on the demand and the degree of concern is also increasing, the gold market showed continued high state. In this paper, the gold market this situation to do a further investigation and analysis, the market survey of 400 consumers with. Through the questionnaire survey to further analysis of gold market demand, more focused promotional activities carried out in nature, based on market demand and changes to cater to the promotion, development of the gold market is more steady and rapid. Keywords：Gold jewelry， market, consumers 目 录 摘 要 2 1绪论 3 1.1 论文的研究背景 3 1.2论文的研究意义 4 1.3论文的研究内容及目的 4 2.黄金的基本概况