富士特公司目标市场营销策略研究

摘要I论文题目:富士特公司目标市场营销策略研究专业：高级工商管理学员姓名：许峥学员签名：导师姓名：杨冬民教授导师签名：摘要随着国内经济持续、快速、健康地发展，人民生活水平不断提高，内地珠宝市场需求迅速增加。珠宝首饰因为其外观品性和价值特点，逐渐成为继住房、汽车之后国内消费者的最受关注的产品之一，近年来国内的珠宝市场的销售量不断攀升，每年以10%的速度增长。国内的消费者群体庞大，拥有十分巨大的市场潜力，中国已经成为世界上少数几个珠宝首饰类商品的年销售额超过100亿美元的国家之一。繁荣的珠宝市场使珠宝行业的竞争日趋激烈。目前来讲，由于国内珠宝行业的营销模式相对来讲比较传统，而且珠宝首饰这类商品比较贵重，新兴的电子商务的营销方式发展还不够成熟，许多同类珠宝品牌都存在营销资源匾乏以及竞争手段的严重同质化等问题，这是限制珠宝行业进一步发展的重要因素。富士特公司近年来规模发展迅速，在省内省外相继开设了多家分店，公司的销售业绩的在原有水平上不断的提升。但由于富士特属于处于成长阶段的珠宝公司，公司对目前行业的整体环境认识还不够透彻，公司的目标市场还不够明确，营销策略的针对性也不强，这些都成为公司现阶段发展的瓶颈。因此，认清公司所处的行业环境，结合消费者的消费倾向和公司的经营理念对消费者进行细分，制定具有针对性的营销策略，对公司的快速健康发展具有重要意义。本文首先对相关的营销理论进行回顾，接着深入细致的分析了富士特公司目前营销中存在的问题及其产生这些问题的原因。为了能够从根本解决这些问题，本文从宏观环境、微观环境和内部环境等几个方面对富士特公司所处的珠宝市场营销环境进行详细的探究，在此基础之上本文根据富士特公司在过去的一年多中对消费者所做的关于消费倾向和消费者个人信息方面的市场调查，科学客观的对富士特公司所处的目标市场进行定位，并根据目标市场的特殊性有针对性的制定相应的产品策略、定价策略、渠道策略和促销策略。最后，本文从公司理念、营销管理机制、企业文化、网络建设等方面提出了保障实施这些策略顺利实施的建议。【关键词】市场细分；目标市场；营销策略；和田玉【论文类型】应用研究西安理工大学高级工商管理硕士学位论文IITitle:TheResearchonTargetMarketandMarketingstrategyFor富士特CompanyMajor:BusinessAdministrationStudent:XuZhengSignature:Supervisor:Prof.YangDongminSignature:AbstractAsdomesticeconomysustained,rapidandhealthydevelopment,livingstandardofpeoplehaveaveryobviousincrease,thedemandofjewelrydemandincreasedrapidlyinthemainland.becauseofitsappearancecharacterandvaluecharacteristicappearance,jewelrygraduallybecomethemostpopularproductsindomesticafterhousesandcars.Inrecentyears,salesofdomesticjewelrymarketgrewat10%ayear.thereisaveryhugedomesticconsumergroups,hasgreatmarketpotential,Chinahasbecomeoneofthefewcountrywhichjewelrygoodshavethesalemorethan$10billionintheworld.Prosperityofthejewelrymarketmakethecompetitionofthejewelryindustrybecomemoreandmorefierce.ButbecauseofthemarketingmodeofdomesticjewelryindustryisrelativelytraditionalAndjewelryisvaluable,theemerginge-commercemarketingdevelopmentstillnotmatureenough,manysimilarjewelrybrandmarketingoftenlackofmarketresourcesandmeansofcompetitionoftenhomogeneity,whichisanimportantfactorlimitingthefurtherdevelopmentofjewelryindustry.FSThasbeendevelopingrapidlyinrecentyears,thecompanyhaveopenedmorestoresinandouttheprovince,thecompany'ssalesperformancehasaverypromotionattheoriginallevel.ButasaresultofFSTbelongstothecompanywhichisstillgrowing,theoverallenvironmentofthecompanymeetisnotsoclearforitself,thecompanyalsodon'thaveclearlytargetmarket,thepertinenceofmarketingstrategyisnotstrong,thesehavebecomethebottleneckofthedevelopmentofthecompany.Therefore,realizetheindustryenvironmentofcompany,combiningwithpropensityofconsumeandthecompany'sbusinessphilosophysubdividingconsumers,anddeveloptargetedmarketingstrategy,isofgreatsignificanceforrapidandhealthydevelopmentofthecompany.First,thisarticlecarriesonthereviewofrelevantmarketingtheory,andthenanalysistheproblemandcausesofmarketwhichcompanymeetatpresent.Inordertofundamentallysolvetheseproblems,thisarticleexploretheenvironmentthatcompanyinfromthemacroenvironment,microenvironmentandinternalenvironment,onthisbasisthispaperaccordingtomarketresearchthattheFSTcompanyhavemadeinthepastmorethanayear,makeascientificandobjectivemarketlocation,andaccordingtotheparticularityofthetargetmarketformulateproductstrategy,摘要IIIpricingstrategy,channelstrategyandpromotionstrategy.Finally,thisarticleputforwardtosomesuggestionfromthephilosophy,themarketingmanagementmechanism,enterpriseculture,thenetworkconstructionsecurityimplementationofthesestrategiessuccessfully.【Keywords】MarketSegments;MarketingStrategy;CulturalMarketing;HetianJade【TypeofThesis】AppliedResearch绪论1目录1绪论...................................................................................................................................................11.1选题的背景及意义...............................................................................................................11.2研究内容...............................................................................................................................21.3研究方法...............................................................................................................................21.4研究思路及框架..................................................................................................................32相关理论综述...................................................................................................................................52.1市场营销的概念...................................................................................................................52.2营销环境及SWOT分析.........................................................................................................62.2.1宏观环境...................................................................................................................62.2.2微观环境...................................................................................................................62.2.3SWOT分析.............................................................................................................62.3目标市场营销战略............................................................................................