Zhejiang Agriculture&Forestry University
Master Degree Thesis
A study on the development of pearl industry in Zhuji based
on the perspective of residents' consumption upgrading
Candidate: Zhu Yan
Supervisor: Yu Kang, Professor
Associate Supervisor:Shou Guo-guang, Senior agronomist
Specialty:Rural and regional development
Date of Submission: June 1, 2018
Zhejiang A&F University
Lin’an, Zhejiang province, P.R.China
June, 2015
摘要
I
摘要
党的十九大提出，我国经济已由高速增长阶段转向高质量发展阶段。现在，
我国经济结构出现重大变化，居民消费加快升级，创新进入活跃期，消费需求不
断向高端化、多元化、个性化迈进。浙江诸暨珍珠产业作为全球最大的淡水珍珠
集散地，面对“来势汹汹”的消费升级趋势，如何抢抓机遇、提升发展，对我国
珠宝等传统产业转型升级有重要的借鉴意义
因此，本文从消费升级与产业发展的角度出发，以浙江诸暨珍珠产业为研究
对象，对消费升级、消费结构与产业结构的相关性及珍珠产业发展进行文献梳理
结合浙江省珍珠行业协会提供的调查数据，从珍珠产业链上养殖、加工和销售三
个环节分析了当前诸暨珍珠产业的发展现状，并全面分析了消费观念、消费模式
及消费业态三方面对珍珠产业的发展影响。在此基础上，通过SWOT分析明确
指出消费升级趋势下诸暨珍珠产业的发展方向，并提出有关政策建议
研究发现，尽管诸暨珍珠在全球珍珠产量中占有较高比例，但与国际先进水
平相比，仍然存在养殖品质不高、设计与研发能力不足、文化旅游拓展不快等短
板，无法满足国内居民日益增长的珍珠产品消费需求。特别是在消费升级的背景
下，居民消费观念、消费模式及消费业态对珍珠产业发展造成一定的冲击，其中
消费观念对珍珠产业影响最大，其次是消费模式和消费业态。最后，为提升珍珠
产业发展水平，加快珍珠一二三产业融合发展，就创新需求供给、拓展营销渠道、
强化品牌建设、打造珍珠小镇、优化发展环境等五方面提出政策建议
关键词：消费升级；珍珠；产业转型
ABSTRACT
II
ABSTRACT
The nineteen major party points out that China's economy has shifted from a high speed growth
stage to a high quality development stage. Now, China's economic structure has undergone significant
changes, the consumption of residents has been accelerated, innovation has entered an active stage, and
consumer demand has been moving towards high-end, diversified and personalized. Zhejiang Zhuji
pearl industry as the world's largest freshwater pearl center, in the face of menacing consumption
upgrade trend, how to seize the opportunity and promote the development of China's jewelry, the
transformation and upgrading of traditional industries has important significance.
Therefore, from the perspective of consumption upgrading and industrial development, this paper
takes Zhuji pearl industry in Zhejiang as the research object, and literature review on the correlation
between consumption upgrading, consumption structure and industrial structure and pearl industry
development. According to the survey data of Zhejiang Province Pearl Industry Association, the
industry chain from pearl breeding, processing and sale of three aspects, analyzed the current situation
of the development of Zhuji pearl industry, and a comprehensive analysis of the concept of consumption,
consumption patterns and consumer formats of three aspects of the pearl industry development, on this
basis, through the SWOT analysis pointed out the consumer to upgrade the development direction of
Zhuji pearl industry under the trend of. Finally, the relevant policy recommendations are put forward.
The study found that, although the Pearl of Zhuji occupies a high proportion in the global pearl
production, but compared with the international advanced level, there are still breeding quality is not
high, lack of capacity, design and development of cultural tourism development is not fast, short board,
unable to meet the domestic residents of the growing consumer demand for Pearl products. Especially in
the context of consumption upgrading, the consumption concept, consumption mode and consumption
format have a certain impact on the development of pearl industry, of which consumption concept has
the greatest impact on pearl industry, followed by consumption patterns and consumption formats.
Finally, in order to improve the development level of pearl industry, we put forward policy proposals in
five aspects: innovating demand supply, expanding marketing channels, strengthening brand building,
building pearl towns, and increasing policy guidance.
Key words: Consumption upgrading; pearls; industrial transformation。