浙江诸暨珍珠产业营销战略研究论文.doc

复旦大学
硕士学位论文
浙江诸暨珍珠产业营销战略研究
姓名:
申请学位级别:硕士
专业:高级管理人员工商管理
指导教师:

摘要
根据全球珍珠市场的发展态势,中国淡水珍珠已在全球珍珠产量中占有了极高比例的份额,但是以浙江诸暨珍珠产业基地为代表的中国珍珠以初级产品(半成品的原珠)为主,核心竞争力很低,只占据了极小部分的市场销售额,并且初级产品的市场竞争曰益激烈。而与此相对应的是,全球珍珠尤其是中高端珍珠的市场需求却呈快速增加趋势。本文以现代营销理论为基础,探讨浙江诸暨珍珠产业在激烈的市场竞争中所应釆取的营销战略。
在曰益成熟和发达的现代市场中,浙江诸暨珍珠产业的骨干企业和当地政府必须十分了解其内外部环境,包括宏观环境对产业的影响,以及产业内部状况、市场需求、产品特征、市场竞争、营销现状等方面的因素,明确企业在行业中所处的位置。同时, 必须清醒地认识到自身优势、劣势与外部机会、威胁的关联,从而制定总体的营销战略定位与不同类型产品的营销战略。根据诸暨珍珠产业的营销战略,综合分析其市场细分、目标市场的选择、产品定位的自身特点,从而提出4Ps (产品、价格、渠道、促销)、4Cs (顾客、成本、便利、沟通)相结合的营销组合策略。最后,从政府市场监管,营销理念的普及和企业家素质的提升等方面,提出确保营销战略的顺利实施所必需的相关保证措施。
关键词:珍珠;营销战略
ABSTRACT
According to development situation of global pearl market, the output of China fresh water pearl held the extremely high proportion share, but the partial markets sales volume is minimum because petitive ability of primary pearl products (half-finished product )from Chinese pearl base,for example Zhejiang Zhuji pearl industry base,is very low petition of the primary product market is day by day intense, the global demand for high quality pearl market assumes the quickly increase tendency, I will discuss the marketing strategy which Zhejiang Zhuji peart industry should adopt in the intense petition in this article on the foundation of modem marketing theory
In day by day mature and developed modem market, the mainstay enterprise of Zhejiang Zhuji pearl industry and the local government must extremely understand the external environment, including the influence from macroscopic environment to the industry, interior condition, market demand, product characteristic, petition, as well as marketing present situation, and very clear about the position which the enterprise locates in the profession. At the same time,they also must formulate overall marketing strategy and different type product marketing strategy on the base of soberly realizing the connection between own superiority, inferiority and exterior opportunity. According to the Zhuji pearl industry marketing strateg