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MBA硕士毕业论文_SH珠宝公司网络营销定价策略研究PDF

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更新时间:2021/11/3(发布于江苏)

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随着网民规模急剧扩大,虚拟市场吸引了众多企业,在虚拟市场中企业间的竞争加剧, 过去的价格战已令众多的企业认识到价格改革的必要性,企业需要通过不断对复杂多变的 网络市场进行探索研究,进而制定适合企业自身产品营销的价格以提高企业的市场占有 率。HSH珠宝公司是一家立足于广东省珠海经济特区,服务于粤港澳大湾区的一家珠宝企 业,公司以加工生产销售时尚珠宝首饰为业,经营的珠宝种类有南非钻石、巴西水晶、缅 甸翡翠、新疆白玉、波罗的海的蜜蜡、里兰卡的祖母绿、莫桑比克的红宝石、南海珍珠等 等,公司创始人及其合伙人团队凭借在珠宝及艺术品收藏方面的深厚功底和对时尚珠宝首 饰的精心研究,提出了“打造一个新的HSH珠宝品牌,贡献中华”的公司宏伟愿景,以 “尊重理解客户,为客户创造价值与幸福”为HSH公司的宗旨。HSH珠宝公司领导团队 认识到电子商务给公司带来的发展机遇与冲击,积极参与到虚拟市场上来进行网络营销。 公司需要通过发展网络市场来解决企业发展缓慢的问题。公司也需要通过网络手段来服务 更多更广的消费群。如何提升HSH公司竞争力和销售业绩不仅关系到公司的生存与发展 以及员工和股东的福利,也关系到公司为社会的贡献上。 基于已有网络营销的定价策略理论成果和定价经验,本文在进行网络营销市场调查、 通过深入分析网络消费者的需求和支付能力以及支付愿望的基础上,系统地拟出了比较适 合HSH珠宝公司产品进行网络营销的具体定价方略。经调查发现,当前HSH珠宝公司现 有定价策略比较单一,比较经验主义,定价不合理导致交易量难以上升,而且现有顾客满 意度不高,损失了大量的商业机会,为此进一步针对HSH珠宝公司的经营与管理进行了 研究分析,对公司的业务流程进行深入剖析,提出了要对公司进行业务流程再造,对企业 进行变革,特别是在公司产品定价上提出了相应的一些列行之有效的定价策略与方法。 HSH珠宝公司选择时尚和高附加值的产品进行网络营销,相应的根据产品和顾客的不同制 定的定价策略有免费,低价定价,歧视性定价和定制定价以及直接高价等定价策略。HSH 珠宝公司应通过灵活精准地运用价格策略来更好地实现自己的经营目标。 网络营销产品定价方案的制定是在综合分析企业诸多关键因素与变量的基础上做出 的,对珠宝企业来说,即要充分把握影响珠宝企业定价的市场内外部因素还要充分把握特 定珠宝产品自身的特点。制定相对完善的定价策略是来之不易的,而且贯彻执行也会遇到 阻力。以网络消费的需需求出发点,要充分理解顾客,以顾客满意为中心是网络营销定价 的关键。对于珠宝企业,本文的研究和发现为网络营销定价相关问题的探讨提供了有益的 补充,但这些问题的真正解决,还需要大量的理论探究和经验总结。 关键词:网络营销;定价策略;HSH公司;珠宝 II Abstract With the rapid expansion of Internet users, the virtual market has attracted many enterprises. In the virtual market, the competition among enterprises has intensified. The past price war has made many enterprises realize the necessity of price reform. Enterprises need to explore and study the complex and changeable network market constantly, and then formulate the price suitable for their own product marketing to improve the market share of enterprises 。 HSH jewelry company is a jewelry enterprise based in Zhuhai Special Economic Zone of Guangdong Province and serving the Great Bay area of Guangdong, Hong Kong and Macao. The company specializes in processing, producing and selling fashionable jewelry and jewelry. The jewelry types include South African diamonds, Brazilian crystal, Myanmar Jadeite, Xinjiang white jade, Baltic Sea wax, Lilanka emerald, Mozambique ruby, South China Sea pearl, etc, Based on their profound knowledge in jewelry and art collection and careful research on fashion jewelry, the founder and his partner team put forward the company's grand vision of "building a new HSH jewelry brand and contributing to China". The tenet of HSH company is "respect and understand customers, create value and happiness for customers". HSH jewelry company leadership team recognized the development opportunities and impact brought by e-commerce, and actively participated in the virtual market for online marketing. Companies need to develop the network market to solve the problem of slow development of enterprises. Companies also need to serve a wider range of consumers through the Internet. How to improve the competitiveness and sales performance of HSH company is not only related to the survival and development of the company, but also related to the company's contribution to the society. Based on the existing theoretical results and experience of pricing strategy of online marketing, this paper systematically draws up a specific pricing strategy suitable for HSH jewelry company's online marketing based on the investigation of online marketing market and the in-depth analysis of the demand, payment ability and payment desire of online consumers. Through investigation, it is found that the current pricing strategy of HSH jewelry company is relatively simple and empiricism. Unreasonable pricing leads to difficulty in increasing transaction III volume. Moreover, the existing customer satisfaction is not high and a large number of business opportunities are lost. Therefore, this paper further studies and analyzes the operation and management of HSH jewelry company, deeply analyzes the business process of the company, and proposes that the company should pay attention to the public The company carries on the business process reengineering, carries on the reform to the enterprise, especially puts forward some effective pricing strategies and methods in the company's product pricing. HSH jewelry company chooses fashion and high value-added products for online marketing. The corresponding pricing strategies according to the different products and customers include free pricing, low pricing, discriminatory pricing, customized pricing and direct high pricing. HSH jewelry company should use price strategy flexibly and accurately to achieve its business objectives. The pricing scheme of online marketing products is made on the basis of comprehensive analysis of many key factors and variables of enterprises. For jewelry enterprises, it is necessary to fully grasp the internal and external factors affecting the pricing of jewelry enterprises, and also to fully grasp the characteristics of specific jewelry products. It is not easy to formulate a relatively perfect pricing strategy, and the implementation will encounter resistance. Based on the needs and demands of network consumption, we should fully understand customers and take customer satisfaction as the center. For jewelry enterprises, the research and findings of this paper provide a useful supplement for the discussion of online marketing pricing problems, but the real solution of these problems still needs a lot of theoretical exploration and experience summary. Key words: online marketing; pricing strategy; HSH; jewelry IV 目录 摘要 ............................................................................................................................................ I Abstract ......................................................................................................................................II 一、绪论 .................................................................................................................................... 1 (一)选题背景 .................................................................................................................. 1 (二)研究的目的与意义 .................................................................................................... 2 (三)研究内容和章节安排 ................................................................................................. 2 (四)研究方法 .................................................................................................................. 3 1.比较研究法................................................................................................................ 3 2.理论研究法................................................................................................................ 3 3.调查研究法................................................................................................................ 4 4.案例分析法................................................................................................................ 4