随着经济水平不断提高，中国珠宝市场的不断发展，红宝石也逐渐成为佩戴和投资的 新宠。随着市场竞争的不断加剧，珠宝企业在发展的过程中必须要重视市场营销，大量的 珠宝企业逐渐开始将品牌作为发展的重点，试图通过品牌发展来推动和促进企业的可持续 发展。而对于KML矿业公司来讲，其在红宝石市场营销方面还存在一定的不足和问题，KML 矿业公司如何根据红宝石产业和珠宝行业的外部环境，结合公司的实际情况制定有效的市 场营销策略，成为公司提升市场竞争力，实现可持续发展的关键所在。 本文在分析和研究中针对KML矿业红宝石市场营销策略的问题进行了分析和研究， 采用文献资料法、案例研究法等方法对KML矿业红宝石产品营销的现状、问题及原因进 行了深入的探讨和分析，在此基础上针对性的提出了KML矿业红宝石市场营销的对策和 建议。通过本文的分析和研究得出KML矿业红宝石市场营销中的主要问题表现为：KML 矿业红宝石销售额不高，市场占有率过低，导致KML矿业红宝石销售增长率波动幅度大、 竞争力不足、难以发展重要客户。导致以上问题的原因主要在于公司红宝石产品技术缺乏、 品牌影响力不足、产品过于单一；产品价格体系混乱、产品性价比低；红宝石产品市场营 销渠道不完善、渠道产品库存配合性差；促销方案缺乏灵活性、互联网营销渠道不足、营 销人才队伍素质不高。针对以上的问题和原因，本文结合KML矿业公司的实际情况提出， 公司需要从以下方面对营销策略进行改进：加快产品和技术创新、提升品牌影响力、丰富 产品体系；优化产品价格体系、提升产品性价比；进一步完善营销渠道、增加安全库存备 货；制定灵活的营销方案、利用各种互联网营销渠道以及强化人才队伍建设。 关键词：KML矿业；红宝石；营销 II Abstract With the continuous improvement of economic level and the continuous development of China's jewelry market, ruby has gradually become a new favorite of wearing and investment. As the market competition continues to intensify, jewelry companies must pay attention to marketing in the development process, a large number of jewelry companies gradually began to focus on brand development, trying to promote and promote the sustainable development of enterprises through brand development. For KML Mining Company, there are still some deficiencies and problems in ruby marketing. How does KML Mining Company formulate an effective marketing strategy based on the external environment of the ruby industry and jewelry industry, combined with the actual situation of the company, and become a company The key to enhancing market competitiveness and achieving sustainable development. This paper analyzes and studies the marketing strategy of KML mining ruby in analysis and research, and uses the methods of literature, case study, comparative analysis and other methods to deepen the status, problems and reasons of KML mining ruby product marketing. On the basis of the discussion and analysis, the countermeasures and suggestions of KML mining ruby marketing were put forward. Through the analysis and research in this article, the main problems in KML mining ruby marketing are as follows: KML mining ruby sales are not high, and the market share is too low, resulting in large fluctuations in KML mining ruby sales growth rate, insufficient competitiveness, and difficulty in development important client. The main reasons for the above problems are the company's lack of ruby product technology, sufficient brand influence, and over-single product; chaotic product price system and low product cost performance; incomplete marketing channels for ruby products, poor channel product inventory coordination; and lack of flexibility in promotional programs 1. Insufficient internet marketing channels and poor quality of marketing personnel. In view of the above problems and reasons, this article proposes that the company needs to improve the marketing strategy from the following aspects in combination with the actual situation of KML Mining Company: do a good job in technical explanation, enhance brand influence, enrich the product system; optimize the product price system, improve product cost performance ; Further improve marketing channels, increase safety stocks; formulate flexible marketing programs, use various Internet marketing channels, and strengthen talent team building. Keywords: KML Mining; Ruby; Marketing III 目录 一、绪论 ................................................................................................................................. 1 （一）研究背景 ............................................................................................................. 1 （二）研究意义 ............................................................................................................. 1 1、理论意义 ........................................................................................................... 1 2、现实意义 ........................................................................................................... 2 （三）国内外研究现状 ................................................................................................. 2 1、国外研究现状 ................................................................................................... 2 2、国内研究现状 ................................................................................................... 4 3、国内外研究评析 ............................................................................................... 5 （四）研究内容及方法 ................................................................................................. 6 1、研究内容 ........................................................................................................... 6 2、研究方法 ........................................................................................................... 6 二、相关理论基础 ................................................................................................................. 7 （一）4Ps理论 .............................................................................................................. 7 （二）品牌管理理论 ..................................................................................................... 7 （三）STP理论 ............................................................................................................. 7 三、 KML矿业发展现状及营销现状 ................................................................................. 9 （一）行业发展现状 ..................................................................................................... 9 1、市场规模 ........................................................................................................... 9 2、市场需求 ........................................................................................................... 9 （二）市场环境分析 ................................................................................................... 10 1、宏观环境分析 ................................................................................................. 10 2、微观环境分析 ................................................................................................. 11 （三） KML矿业市场营销现状 ............................................................................... 13 1、企业简介 ......................................................................................................... 13 2、KML矿业红宝石营销现状分析 ..................................................................... 13 3、KML矿业红宝石市场营销战略分析 ............................................................. 16 4、KML矿业红宝石产品营销战略选择 ............................................................. 19 四、KML矿业红宝石营销问题及不利影响 ..................................................................... 21 （一）KML矿业红宝石营销问题 ............................................................................. 21 1、总体产品销量偏低 ......................................................................................... 21 2、KML矿业红宝石市场占有率低 ..................................................................... 21 3、企业销售量不稳定 ......................................................................................... 22 （二）KML 矿业红宝石营销问题的不利影