TBS银饰产品在中国市场的营销策略研究 工商管理专业论文.docxVIP

II II Abstract Since reform and opening , Chinese silver ornaments marketing has been developed rapidly ,the silver ornaments marketing performance rises year by year, Chinese silver ornaments market is maturing. With Chinas accession to the WTO, especially since 2005, various silver ornaments brands have been entering Chinese market, silver ornaments marketing competition increasingly fierce. Faced with the increasingly fierce competition, TBS marketing strategy on how to improve, expand market share, improve product competitiveness has become an important issue affecting their development This article first analyses the basic theory on marketing, on the development of Chinese silver ornamentshistory and the study of TBS silver ornaments in the broad marketing environment of China. Next, it gives detail explanations of the state of sales of TBS company from the aspects of TBS products, organization, sales channels, product promotion and marketing cultural.Then using SWOT method to analyse the advantages and disadvantages of the sales of TBS products ,based on SWOT method it revealed the problems that exist in TBS ornaments marketing strategy :the customers lack plenty of consumer confidence, not understand the brand clearly, sales channel is not perfect, short of mature management system of examination, product pricing is not standardized and scientific, marketing culture is not mature and so on. These problems restricted the TBS marketing business development and company development seriously. Finally,the article made a perfect policy and idea of TBS marketing from the aspect of marketing strategy,brand strategy,sales channel,experience marketing and culture marketing. Keywords: TBS silver ornaments ; marketing strategy； Chinese silver ornaments market; SWOT analysis PAGE PAGE IV 目 录 摘 要 I HYPERLINK \l _bookmark0 Abstract II HYPERLINK \l _bookmark1 第 1 章 绪论1 HYPERLINK \l _bookmark2 1.1 选题背景1 HYPERLINK \l _bookmark3 1.2 研究意义1 HYPERLINK \l _bookmark4 1.3