钻哥购珠宝产品特点与广告媒体的选择.docVIP

钻哥购珠宝产品特点与广告媒体的选择 摘 要 我国已经成为世界上少数几个珠宝首饰年消费额超过300亿美元的国家之一，成为全球最重要的珠宝消费市场。在国民经济飞速发展和居民收入稳步提高同时，我国珠宝首饰行业呈现了高速发展的态势，2010年销售总额达到2500亿元，同比增长13.64%。麦肯锡预计未来中国奢侈品市场将迅速崛起，市场规模从2010年的800亿元增长到2015的1800亿元，届时中国将成为世界上最大的奢侈品市场。金银珠宝等高弹性的奢侈品将成为本轮居民消费结构快速升级的最大受益者。 深圳市珠宝有限公司是业内具有良好口碑、稳步发展的大型珠宝品牌首饰企业。但由于广告的意识和能力的薄弱，还没有形成强大的知名度以及品牌竞争力，还存在缺乏针对性的产品广告、企业广告等问题，在已掀起消费热潮的中国市场中难以脱引而出。因此，加强针对产品特点及广告媒体的选择的研究来顺应不断变化的市场对于珠宝变得日益迫切。 珠宝行业未来行业空间和潜力仍然很大，并且具有完整产业链的企业将在洗牌过程中获得更大的市场份额。所以，研究珠宝产品特点及广告媒体的选择对于我国现今阶段正处于发展中的珠宝品牌及我国其他珠宝品牌而言就具有非常重要的意义。 本文通过研究珠宝产品特点广告媒体策略，结合所收集资料，阐述珠宝在广告媒体选择上的不足，旨在帮助于中国市场上正处于发展中的珠宝企业通过分析自身产品特点选择更合适的广告媒体为营造出自己丰富的品牌内涵而使其变成消费者心目中的一种追求，在中国珠宝行业的红海之中寻出可持续生存、发展的道路。 关键词：珠宝；产品特点；广告媒体选择 ACCORDING TO THE CHARACTERISTICS OF YUEHAO JEWELRY FOR CHOOSING THE ADVERTISING MEDIA Abstract China has become the few jewelery spending more than 30 billion U.S. dollars in one of the countries in the world, to become the worlds most important jewelry consumer market. In the rapid development of the national economy and peoples income steadily improved at the same time, Chinas jewelry industry presents the trend of rapid development, total sales in 2010 to 250 billion yuan, a year-on-year growth of 13.64%. McKinsey estimates that the Chinese luxury goods market will quickly rise, the size of the market growth from $ 800 million in 2010 to $ 1,800 billion in 2015, when China will become the worlds largest luxury goods market. Gold and silver jewelry and high elastic luxury will be the biggest beneficiaries of the current round of rapid escalation of residents consumption structure. Shenzhen ZGGJewelry Co., Ltd. is a jewelry brand jewelry industry has a good reputation, the steady development of the large-scale enterprises. But weak advertising awareness and ability, but also did not form a strong reputation and brand competitiveness, there is a lack of targeted advertising, corporate advertising and other issues off the lead but difficult in the Chinese market has set off luxury consumption boom a. Therefor