大连理工大学专业学位硕士学位论文
摘要
随着新冠肺炎疫情的影响，全球经济活动增长放缓。放眼国内黄金行业市场经济
情况，从销售渠道方面来看，网络科技的迅猛发展虽然使实体经济受到重创，但给消
费者带来更加多元化的消费渠道和购买方式。从消费行为来看，消费者普遍偏好保值
能力强的产品，从而刺激市场购买力的提高。与此同时，消费者的从众心理也逐渐趋
于向追求创新和个性化的方式转变，消费习惯也变得截然不同。因此，黄金行业的消
费市场正面临前所未有的机遇和挑战。
GJ 黄金公司作为国内黄金销售行业的代表，拥有十四年发展历程。要想在市场竞
争激烈的今天持续发展壮大，则需要提升企业自身的品牌价值，改变固化经营理念和
销售模式。因此本文以 GJ黄金公司为主要研究对象，通过文献研究和调查分析两种方
法，运用 4P 和市场细分基础理论知识结合公司基本情况进行研究，提出 GJ 黄金公司
目前存在的根本问题。从多个角度发现公司内部存在目标市场选择、产品价格偏高、
销售渠道狭窄和产品同质化等诸多问题，这些问题阻碍公司现行的经济状况的良好发
展。基于提出的问题运用PEST 等营销分析工具，对 GJ 黄金公司的营销环境进行分
析。最后，根据其自身优势通过 STP 理论对 GJ 黄金公司进行市场细分选择和市场定
位，找到适合 GJ 黄金公司产品的目标客户群体。再对 GJ 黄金公司目前所存在的问题
制定相应营销策略和保障措施。
GJ 黄金公司营销策略研究的目的是为提升公司的品牌形象和价值，维护消费者之
间长期稳定的供需关系，以及对 GJ黄金公司产品在变幻莫测的营销市场发展中提供宝
贵建议，也为加强 GJ黄金公司品牌建设和在黄金行业发展改革中提供新方向，继而有
效拉动 GJ 黄金公司经济的增长，提升 GJ 黄金公司在社会上的核心竞争力，争取做到
长期可持续发展的良好态势，为其它中小企业的发展提供参考价值。
关键词：GJ黄金公司；市场营销；营 销策略；PEST；4P
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GJ黄金公司市场营销策略研究
Research on Marketing Strategies of GJ Gold Company
Abstract
With the impact of the COVID-19, the growth of global economic activities has slowed
down. Looking at the market economy of the domestic gold industry, from the perspective of
sales channels, although the rapid development of network technology has severely hit the
realeconomy, ithasbrought consumersmorediversified consumptionchannelsand
purchasing methods. From the perspective of consumption behavior, consumers generally
prefer products with strong value preservation ability, thereby stimulating the improvement of
market purchasing power. At the same time, the conformity psychology of consumers also
tends to change to the way of pursuing innovation and personalization and their consumption
spending habits are also completely different. Therefore, the consumer market in the gold
industry is facing unprecedented opportunities and challenges.
As a representative of thedomestic gold sales industry, GJ Gold Companyhas a
fourteen-year development history. In order to continue to develop and grow in today's fierce
market competition, it is necessary to enhance the company's own brand value and change the
inherent business philosophy and sales model. Therefore, this thesis takes GJ Gold Company
as the main research object. Through literature research and survey analysis two methods,
using the basic theoretical knowledge of 4P and market segmentation combined with the basic
situation of the company to conduct research, put forward the current fundamental problems
of GJ Gold Company. From many angles, it is found that there are many problems in the
company, such as the choice of target market, high product price, narrow sales channel and
product homogenization.These problemshinder thegood development ofthe current
economic situation of the company. Based on the problems raised, the marketing analysis
tools such as PEST are used to analyze the marketing environment of GJ Gold Company.
Finally, according to its own advantages, through the STP theory, GJ Gold Company will be
selected for market segmentation and market positioning, and the target customer groups
suitable for GJ Gold Company's products will be found. Formulate corresponding marketing
strategies and safeguard measures for the current problems of GJ Gold Company.
The purpose of GJ Gold Company's marketing strategy research isto enhance the
company'sbrand imageandvalue,maintain along-termstable supplyanddemand
relationship between consumers. To strengthen the brand building of GJ gold company and
provide a new direction in the development and reform of the gold industry. It can effectively
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大连理工大学专业学位硕士学位论文
stimulate the economic growth of GJ Gold Company, enhance the core competitiveness of GJ
Gold Company in the society and strive to achieve a good trend of long-term sustainable
development to provide reference value for the development of other small and medium-sized
enterprises.
Key Words：GJ Gold Company; marketing management; marketing strategy; PEST; 4P
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