X黄金公司营销策略研究-工商管理专业论文.docxVIP

浙 浙江工业大学硕士学位论文 X 黄金公司营销策略研究 万方数据 万方数据 X 黄金公司营销策略研究 摘 要 2014 年，中国黄金消费量 886.09 吨，比 2013 年减少 290.31 吨，同比下降 24.68%。其中：黄金首饰用金 667.06 吨，同比下降 6.90%金条用金 155.13 吨， 同比下降 58.71%金币用金 12.80 吨，同比下降 48.86%工业用金 43.60 吨，同比下 降 10.55%其他用金 7.50 吨，同比下降 27.88%。 虽然 2014 年黄金消费大幅下滑，但消费需求增长趋势没有改变。主要原因 是 2013 年二季度黄金价格断崖式下跌后黄金消费出现井喷式增长，而 2014 年黄 金价格维持低位盘整，对黄金投资需求有所抑制。与金价相对平稳的 2012 年相 比，2014 年黄金消费量增长 6.48%，特别是黄金首饰用金增长 32.68%。随着我 国居民黄金消费兴趣的不断增强和黄金投资理念的不断升级，黄金首饰、投资金 币、纪念金条等消费仍将保持持续增长。 因此，如何制定系统、科学的营销策略，提升 X 黄金公司的市场拓展能力、 产品开发能力和消费者服务水平，推动黄金行业——这一新兴且有很大潜力的行 业的发展是一个非常值得探讨的话题。 本文正是基于以上背景提出的，通过对营销策略相关文献的整理和分析，结 合国内黄金行业市场和 X 黄金公司的现状，提出了 X 黄金公司的营销策略及其实 施的保障措施。本文的研究不仅为 X 黄金公司今后开展积极有效的市场拓展活动 提供了实践的指南，同时也对营销策略思想在黄金行业的普及运用具有一定的参 考价值。 关键词：黄金公司，营销，策略 I Abstract In 2014, the gold consumption volume in China was 886.09 ton, which decreased 290.31 ton comparing to that of 2013, and the year-on-year decrease rate was 24.68%. The gold consumed by jewelries was 667.06 ton, the year-on-year decrease rate of which was 6.9%. The gold consumed by the production of gold bars was 155.13 ton, the year-on-year decrease rate of which was 58.71%. The gold consumed by the production of gold coins was 12.8 ton, the year-on-year decrease rate of which was 48.86%. The gold for industrial use was 43.60 ton, the year-on-year decrease rate of which was 10.55%. The gold for other uses was 7.5 ton, the year-on-year decrease rate of which was 27.88%. Although the gold consumption volume decreased sharply in 2014, the growth trend of consumer demand had not been changed, the main reason of which is that the gold consumption volume increased sharply after the vertical drop of gold price in the second quarter of 2013, and the gold price in 2014 fluctuated at a low level which restricted the demand for investment on gold. Comparing to the relatively stable gold price in 2012, the gold consumption volume in 2014 increased 6.48%, and the growth rate of gold used for jewelries was 32.68%. As the interest in gold consumption by Chinese peopl