摘要
摘要
现阶段我国社会经济进入发展的快车道，人们在不断提高收入水平的同
时，在消费结构上也出现很多新变化。制定一套科学的营销策略才是决定企业
竞争成败的关键。随着人们消费水平的增强，珠宝行业得到了飞速的发展。目
前，我国珠宝行业的发展阶段已经发生改变，从原来的产品竞争到现在的营销
策略竞争。对于中小型珠宝企业而言，为了寻求更好的生存发展，制订一套符
合企业发展的营销策略是其必然要求。
本文选择了一家小型珠宝定制公司——Y珠宝定制公司为研究对象，为 Y
珠宝定制公司制定一套符合其发展的营销策略。Y珠宝定制公司从 2013年创立
起至今一直采取定制化营销，但是并没有制定规范的营销策略。只有研究出一
套适合 Y珠宝定制公司长期稳定发展的定制化营销策略，才能更好的发挥定制
的优势。首先运用 SWOT分析方法，结合 Y珠宝定制公司的营销现状及问题，
对其在经营中的优势与劣势、机会与威胁进行分析，指出 Y珠宝定制公司在营
销中存在的问题，主要有营销策略不明确、品牌知名度低、没有明确制定公司
市场定位。接下来围绕 4P营销理论，从价格、渠道等方面，针对 Y珠宝定制
公司的营销策略进行全方位的分析。同时利用文献资料分析法，学习与珠宝定
制、珠宝营销有关知识，设计一套科学的调查问卷，以进一步了解消费者的真
正需求。其次，对珠宝市场现状、特征及珠宝定制未来走势进行分析，从而通
过对市场细分、目标市场的分析以及市场定位的基础上，从产品、价值、渠
道、促销、品牌五个方面制定出一套符合当今市场经济发展趋势、可以在珠宝
行业激烈的竞争中立足的营销策略，不断壮大企业自身的综合实力。最后为顺
利实施 Y珠宝定制公司制定的私人定制营销策略提出了保障措施，主要有建立
数据库系统、构建网络营销系统、实现全方位覆盖的服务、加强营销队伍建设
四个方面。
本文通过对 Y珠宝定制公司定制营销策略的研究，为企业发展明确了策略
方案，对 Y珠宝定制公司的实际经营具有重要的意义，同时对同行业的中小型
珠宝企业发展有一定的参考借鉴价值。
关键词：珠宝行业；市场细分；SWOT分析；营销策略
I

Abstract
Abstract
At present, China's social economy has entered the fast track of development.
While people are constantly improving their income level, there are many new
changes in the consumption structure. Making a set of scientific marketing strategy is
the key to determine the success or failure of enterprise competition. With the
enhancement of people's consumption level, the jewelry industry has developed
rapidly. At present, the development stage of China's jewelry industry has changed
from the original product competition to the current marketing strategy competition.
For small and medium-sized jewelry enterprises, in order to seek better survival and
development, it is necessary to formulate a set of marketing strategies in line with the
development of enterprises.
This paper chooses Y Jewelry Customization Company, a small jewelry
customization company, as the research object, and formulates a set of marketing
strategies in line with its development for Y jewelry customization company. Y
Jewelry Customization Company has been adopting customized marketing since its
establishment in 2013, but has not formulated standardized marketing strategies. Only
by researching a set of customized marketing strategies suitable for the long-term and
stable development of Y jewelry customization company, can we better play the
advantages of customization. First using SWOT analysis method, combining with Y
custom jewelry company's marketing present situation and problems, the advantages
and disadvantages, opportunities and threats in the business analysis, points out
problems existing in the Y custom jewelry company in the marketing of, basically
have not clear marketing strategy, brand awareness is low, there is no clear for the
company's market positioning. Next, based on 4P marketing theory, the marketing
strategy of Y Jewelry Customization Company is comprehensively analyzed from the
aspects of price, channel and so on. At the same time, literature analysis was used to
study the knowledge related to jewelry customization and jewelry marketing, and a
set of scientific questionnaire was designed to further understand the real needs of
II

Abstract
consumers. Second, the jewelry market present situation, characteristics and the
tendency of custom jewelry is analyzed, and through the analysis of market
segmentation, target market and market positioning, on the basis of the product, the
value in five aspects, channel, promotion, brand set a conform to the development
trend of the modern market economy, can in the fierce competition in the jewelry
industry based on the marketing strategy, Continuously expand the comprehensive
strength of the enterprise. Finally, the paper puts forward safeguard measures for the
smooth implementation of the private customization marketing strategy formulated
by Y Jewelry Customization Company, including the establishment of database
system, the construction of network marketing system, the realization of all-round
coverage of services, and the strengthening of marketing team construction.
Through the research on the customized marketing strategy of Y Jewelry
Customization Company, this paper defines the strategic plan for enterprise
development, which is of great significance to the actual operation of Y Jewelry
customization Company and has certain reference value for the development of small
and medium-sized jewelry enterprises in the same industry.
Key words: Jewelry industry; market segmentation; SWOT analysis; marketing
strategy
III
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