摘 要

在经济快速发展的今天,珠宝行业作为其中的一支重要力量,不仅输出奢侈品和消

费品,更担负着保值避险的金融稳定剂的作用。近十年来,珠宝行业产值保持着每年10%

以上的增长速度,在2013年的国内珠宝消费总额更是达到了 4700亿元的新高度。

目前我国珠宝首饰行业的现状一是市场前景广阔;二是属于劳动力密集型行业,加

工制造能力强原创设计能力弱,产品同质化严重;三是虽然珠宝品牌众多,但是品牌意

识不强,营销能力弱。在这种背景下,深圳市涵钰珠宝有限公司旗下的三个品牌:曼杰

岚、皇工世家、紫府天相,较早的进行了目标市场细分,在各自的领域有着不错的表现,

但由于受市场份额和公司发展制约,导致其并没有太多的市场号召力,如何在全国近10

万家珠宝企业中脱颖而出,并开拓属于自己的产品和渠道

本文通过对公司所处的外部环境和三个品牌各自的具体情况详细分析,并运用

GPEST、波特五力模型、SWOT矩阵等管理学分析工具,对涵钰珠宝公司提出了多元

化经营的发展战略,并且为保障这一战略的实施,提出了组织结构优化、加强人力资

源管理和企业文化建设、构建新的营销体系,完善品牌建设等措施。

本文绪论部分阐述了本论文的研究背景、意义、目的、方法等。

第二部分介绍了战略管理的相关理论。

第三部分通过对各类宏观因素以及行业环境等分析,详细阐述了涵钰珠宝公司所

面临的外部机遇与挑战。

第四部分从涵钰珠宝公司的内部着手,详细分析了公司的资源与能力,力求精兵简

政,提高生产效率。

第五部分通过对涵钰珠宝面临的机遇与挑战,公司自身的优势与劣势,用SWOT

矩阵分析找出适合本企业的发展战略。

第六部分为保障涵钰珠宝公司战略的实施,提出了三点建议:组织结构优化;优化

人力资源管理,加强企业文化的建设;构建新的营销体系,加强品牌建设。

关键词:珠宝首饰企业;公司发展战略;宏观环境分析;波特五力模型;SWOT矩阵

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深圳涵钰珠宝公司发展战略研究

The Development Strategy of Han Yu Co., Ltd

Abstract

With the rapid economic development nowadays, the jewelry industry can not only export

luxuries and consumer goods,but also act as financial stabilizer for hedging In the recent 10

years, jewelry industry maintained above the growth rate of 10% each year,and the gross

domestic jewelry consumption of 2013 had reached the new altitude of 470 billion Yuan .

Though the current status of China's jewelry industry has broad market prospects, it is still

belongs to labor-intensive industries with strong manufacturing capacity,weak original design

capacity and high product homogeneity. It has numerous jewelry brands but weak brand

awareness and marketing capabilities. In this context,Mia & joceyleen,Royal-crafts,Chi Fu

which are three affiliates of Han Yu Jewelry Ltd, take the leading position in their respective

areas conducted a target market segments. However, due to the market share and the company's

development constraints,they do not have much market appeal. How can they stand firmly in

the field of 100,000 jewelry business and open up marketing channels of their products

This thesis made statements on external environment of the company and the three

brands' detailed analysis of their specific circumstances with analytical tools of management,

like GPEST, Michael Porter's Five Forces Model SWOT Matrix for Situational Analysis etc. in

order to propose development strategy of diversification. To implement this strategy to this

thesis proposed organizational structure optimization, strengthening of human resources

management and corporate culture construction, building a new marketing system, improving

brand building and other measures.

The introduction described the background of this thesis, meaning, purpose, method and

so on.

The second part introduced the theory of strategic management.

The third part elaborated Han Yu Jewelry Ltd external opportunities and challenges facing

the jewelry company through the analysis of all kinds of macro factors and industry

environment

The fourth part started with company's internal work and gave a detailed analysis of the

resources and capabilities for purpose of downsizing , increasing productivity.

The fifth part tried to finding out the developing strategy suiting this enterprise through

analyzing the opportunities and challenges of Han Yu Jewelry Ltd .with the SWOT matrix.

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