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MBA论文_中国金币深圳经销中心贵金属纪念币价值营销策略优化研究DOC

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文本描述
摘要.....I
Abstract ......II
一、前言.....1
(一)研究背景及研究主题........1
(二)研究内容及意义....2
(三)研究路径及方法....3
二、价值营销理论与金银币销售实践借鉴........5
(一)价值营销的内涵....5
(二)价值营销的理论基础........6
(三)价值营销的组合策略及其实践....7
(四)金银币销售管理的国外实践........9
三、中国金币深圳经销中心价值营销现状及其问题诊断......11
(一)中国金币深圳经销中心简述......11
(二)中国金币总公司实施价值营销的背景..13
(三)深圳经销中心价值营销实施现状..........14
(四)深圳经销中心价值营销问题的诊断......19
(五)深圳经销中心实施价值营销的问题与原因分析..........25
四、中国金币深圳经销中心价值营销的优化策略......30
(一)价值营销优化策略的目标和原则..........30
(二)深度挖掘客户需求..........31
(三)加大价值营销的投入......32
(四)提升品牌价值......33
(五)强化销售意识......35
五、研究结论及展望 ......37
(一)研究结论..37
(二)研究展望..37MBA 学位论文 作者:钱焌铎 中国金币深圳经销中心价值营销策略优化研究
参考文献...39
附件:中国贵金属纪念币价值营销调查问卷..41
致 谢.......44
作者简历...45MBA 学位论文 作者:钱焌铎 中国金币深圳经销中心价值营销策略优化研究
中文摘要
中国贵金属纪念币是由中国人民银行发行,中国金币总公司总经销的国家法
定货币。法定货币的权威性和唯一性,使中国金币在市场上处于绝对垄断地位,
相对没有经营压力,较少考虑顾客需求,一定程度患上“营销近视症”。但是近
年来,随着黄金市场的逐步放开,中国金币总公司面对的市场竞争日趋激烈。特
别是贵金属纪念币的营销普遍存在客户收藏需求难以激发、纪念币产品和服务提
供不足,客户满意度不高等问题。如何提升核心竞争力,从提升客户价值的角度
优化营销实践,是中国金币深圳经销中心未来发展的关键问题

本文以中国金币深圳经销中心为研究对象,基于顾客价值模型、客户让渡价
值理论和价值营销组合理论,阐述了中国金币总公司实施价值营销的背景,从让
渡价值营销、服务营销和品牌营销三个方面描绘了中国金币深圳经销中心实施价
值营销的现状。此后,基于调查问卷方法,本文诊断并分析了深圳经销中心实施
价值营销的过程中在需求策略、成本策略、沟通策略、服务策略以及精细化营销
策略等诸多方面的问题。最后,论文提出了价值营销策略的优化意见

论文通过文献研究、案例探析、对比分析、调查统计、规范研究等方法,借
助于问题导向的研究逻辑,针对以上问题,提出了相应的改进建议。包括:针对
需求策略问题,可以拓展渠道规模,加强市场引导;针对成本策略问题,应该增
大让渡成本、加强客户信息的反馈以及多提供咨询服务;针对沟通策略问题,要
践行精品意识、强化品牌宣传以及促进客户维护;针对服务策略问题,要完善销
售部管理制度以及提升销售部人员的自我定位;针对精细化营销策略问题,要创
新价值营销策略以及实现价值营销的整合

论文的研究结论一方面对于中国金币深圳经销中心更有效地开展价值营销
实践,从而提升核心竞争力和客户忠诚度起到了科学研究的指导意义。另一方面,
由于贵金属纪念币市场将面临着宏微观环境变化下所带来的巨大市场变化,因
此,论文的研究结论对于行业的成熟和发展以及同业企业价值营销策略的改进,
将提供有益的借鉴

关键词:顾客价值,价值营销,贵金属纪念币,营销策略MBA 学位论文 作者:钱焌铎 中国金币深圳经销中心价值营销策略优化研究
Abstract
Chinese precious metal commemorative coin is the national legal tender issued
by People’s Bank of China with exclusive distribution by China Gold Coin
Incorporation. Due to the authority and uniqueness of the legal tender, Chinese gold
coin is in the absolute monopoly position in the market, with relatively few operation
presses, seldom considering customer demand, and leading to “marketing myopia” to
a certain extent. However, in recent years, with the gradual openness of gold market,
the market competition faced by China Gold Coin Incorporation grows fiercely.
Especially for the precious metal commemorative coins, the marketing thereof faces
the problems such as hard to motivate customer collection demands, insufficient
provision of commemorative coin products and services, low customer satisfaction etc.
And how to enhance core competitiveness and optimize marketing practice in the
view of customer value enhancement are the key issues for the future development of
China Gold Coin Shenzhen Commercial Center.
The thesis regards China Gold Coin Shenzhen Commercial Center as the
research object, based on customer value model, customer delivered value theory and
value marketing combination theory, elaborates the background of value marketing
practice by China Gold Coin Corporation, depicts the current status of value
marketing practice by China Gold Coin Shenzhen Commercial Center in three aspects
such as delivered value marketing, service marketing and brand marketing. Hereafter,
based on research questionnaire method, it diagnoses and analyzes various problems
such as demand strategy, cost strategy, communication strategy, service strategy and
sophisticated marketing strategy etc of China Gold Coin Shenzhen Commercial
Center in the value marketing practice. And finally, the thesis proposes optimization
opinions for value marketing strategy.
The thesis, in the way of literature research, case analysis, comparison analysis,
research statistics, specification research etc, by means of research logic of problem
orientation, and proposes relevant improvement suggestions aiming at the problems
above. It includes: for demand strategy problem, expand channel scale and enhance
market guidance; for cost strategy problem, increase delivered cost, enhance feedback
to customer information and more consultancy service provision; for communicationMBA 学位论文 作者:钱焌铎 中国金币深圳经销中心价值营销策略优化研究
strategy problem, practice boutique awareness, enhance branch publicity as well as
enhance customer maintenance; for service strategy problem, perfect the management
system of sales department and enhance the self positioning of the sales; for
sophisticated marketing strategy problem, innovate value marketing strategy and
realize the combination of value marketing.
The research conclusion of the thesis, on one hand, based on scientific research,
plays guidance role to enhance core competitiveness and customer loyalty for China
Gold Coin Shenzhen Commercial Center to develop value marketing practice more
effectively. On the other hand, precious metal commemorative coin market faces
s
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