昭仪翠屋营销略浅析毕业论文.docVIP

桂林理工大学本科毕业设计·论文 PAGE II桂林理工大学本科毕业设计·论文 桂林理工大学 GUILIN UNIVERSITY OF TECHNOLOGY 本科毕业设计(论文)题目： 昭仪翠屋营销策略浅析 摘 要昭仪翠屋是中国顶级翡翠珠宝品牌，隶属于昭仪新天地股份有限公司。昭仪珠宝是集翡翠原材料采购、设计、加工、镶嵌、零售、高级定制及品牌建设为一体的专业集团，目标是创立中国高端翡翠品牌。本文以昭仪翠屋的市场营销策略为研究对象，通过对其宏观环境、微观环境等方面的详细分析，利用SWOT分析工具，对其在高端珠宝市场竞争中的优势、劣势、机会和威胁进行了系统的归纳，同时在此基础上，分析了昭仪翠屋的营销策略存在的问题，并针对其问题提出改进建议。希望通过本论文的分析研究，能够对昭仪翠屋发展起到一定的参考作用。关键词：昭仪翠屋；珠宝营销；营销策略A brief analysis of marketing strategy of Zhaoyi Jade JewellryStudent:WANG Lin Teacher:LIANG Jian-aiAbstract: Zhaoyi Jade Jewellry is a Chinese top jade jewelry brand, belonging to Zhao new Heaven and Earth Pty Ltd. Zhaoyi Jade Jewellry is a set of raw materials procurement, design, processing, mosaic, retail, advanced customization and brand building for the integration of professional group. The Zhaoyi Jade Jewellery set creative China high-end jade brand as its goal.In this paper, the marketing strategy of Zhaoyi Jade Jewellry is set as the research object. Through a detailed analysis of the macro environment, micro environment by using SWOT analysis tools, the paper systematically summarizes the high-end jewellry market competition advantages, disadvantages, opportunities and threats. On this basis, the paper analyzes the existing problems of Zhaoyi Jade Jewellry’s marketing strategy and puts forward some suggestions to solve the problems. I hope through research and analysis, can be a good reference for Zhaoyi Jade Jewellry development.Key words：Zhaoyi Jade Jewellery；Jewellery marketing；Marketing strategy；目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc387760898 摘 要 PAGEREF _Toc387760898 \h I HYPERLINK \l _Toc387760899 Abstract PAGEREF _Toc387760899 \h II HYPERLINK \l _Toc387760900 前言 PAGEREF _Toc387760900 \h 1 HYPERLINK \l _Toc387760901 1.昭仪翠屋市场营销环境分析 PAGEREF _Toc387760901 \h 2 HYPERLINK \l _Toc387760902 1.1宏观市场营销环境 PAGEREF _Toc387760902 \h 2 HYPERLINK \l _Toc387760908 1.2微观市场营销环境 PAGEREF _Toc387760908 \h 6 HYPERLINK