钻哥购珠宝产品特点与广告媒体的选择

钻哥购珠宝产品特点与广告媒体的选择钻哥购珠宝产品特点与广告媒体的选择2013郭仙妮毕业论文摘要我国已经成为世界上少数几个珠宝首饰年消费额超过300亿美元的国家之一，成为全球最重要的珠宝消费市场。在国民经济飞速发展和居民收入稳步提高同时，我国珠宝首饰行业呈现了高速发展的态势，2010年销售总额达到2500亿元，同比增长13.64%。麦肯锡预计未来中国奢侈品市场将迅速崛起，市场规模从2010年的800亿元增长到2015的1800亿元，届时中国将成为世界上最大的奢侈品市场。金银珠宝等高弹性的奢侈品将成为本轮居民消费结构快速升级的最大受益者。深圳市钻哥购珠宝有限公司是业内具有良好口碑、稳步发展的大型珠宝品牌首饰企业。但由于广告的意识和能力的薄弱，还没有形成强大的知名度以及品牌竞争力，还存在缺乏针对性的产品广告、企业广告等问题，在已掀起珠宝消费热潮的中国市场中难以脱引而出。因此，加强针对产品特点及广告媒体的选择的研究来顺应不断变化的市场对于钻哥购珠宝变得日益迫切。珠宝行业未来行业空间和潜力仍然很大，并且具有完整产业链的企业将在洗牌过程中获得更大的市场份额。所以，研究珠宝产品特点及广告媒体的选择对于我国现今阶段正处于发展中的钻哥购珠宝品牌及我国其他珠宝品牌而言就具有非常重要的意义。本文通过研究钻哥购珠宝产品特点及相应的广告媒体策略，结合所收集资料，阐述钻哥购珠宝在广告媒体选择上的不足，旨在帮助于中国市场上正处于发展中的珠宝企业通过分析自身产品特点选择更合适的广告媒体为营造出自己丰富的品牌内涵而使其变成消费者心目中的一种追求，在中国珠宝行业的红海之中寻出可持续生存、发展的道路。关键词：珠宝；产品特点；广告媒体选择钻哥购珠宝产品特点与广告媒体的选择ACCORDINGTOTHECHARACTERISTICSOFYUEHAOJEWELRYFORCHOOSINGTHEADVERTISINGMEDIAAbstractChinahasbecomethefewjeweleryspendingmorethan30billionU.S.dollarsinoneofthecountriesintheworld,tobecometheworld'smostimportantjewelryconsumermarket.Intherapiddevelopmentofthenationaleconomyandpeople'sincomesteadilyimprovedatthesametime,China'sjewelryindustrypresentsthetrendofrapiddevelopment,totalsalesin2010to250billionyuan,ayear-on-yeargrowthof13.64%.McKinseyestimatesthattheChineseluxurygoodsmarketwillquicklyrise,thesizeofthemarketgrowthfrom$800millionin2010to$1,800billionin2015,whenChinawillbecometheworld'slargestluxurygoodsmarket.Goldandsilverjewelryandhighelasticluxurywillbethebiggestbeneficiariesofthecurrentroundofrapidescalationofresidents'consumptionstructure.ShenzhenZGGJewelryCo.,Ltd.isajewelrybrandjewelryindustryhasagoodreputation,thesteadydevelopmentofthelarge-scaleenterprises.Butweakadvertisingawarenessandability,butalsodidnotformastrongreputationandbrandcompetitiveness,thereisalackoftargetedadvertising,corporateadvertisingandotherissuesofftheleadbutdifficultintheChinesemarkethassetoffluxuryconsumptionbooma.Therefore,toenhancetheproductfeaturesandchoiceofadvertisingmediatoconformtothethechangingmarketZGGjewelryhasbecomeincreasinglyurgent.Spaceandpotentialofthefutureoftheindustryofthejewelryindustryisstilllarge,andhasacompleteindustrialchainenterprisestogaingreatermarketshareintheshufflingprocess.StudyjewelryproductfeaturesandchoiceofadvertisingmediaisinthisstageofourdevelopmentZGGjewelrybrandandourotherjewelrybrandhasaveryimportantsignificance.HowadvertisingmediastrategiesthroughresearchZGGJewelryFeatures,combinedwiththecollectionofinformation,analysisofthebusinesssuccessstoriesofotherjewelrytoillustratethedeficienciesofofjewelryZGGchoiceofadvertisingmedia,designedtohelpin钻哥购珠宝产品特点与广告媒体的选择theChinesemarketisindevelopmentjewelryenterprisesthroughtheanalysisofthecharacteristicsoftheirownproductstochooseamoresuitableadvertisingmediatocreatearichbrandconnotationandmakeitintoapursuitofthemindsofconsumersintotheRedSeainthejewelryindustrytofindoutthesustainableliving,developmentroads.Keywords:Luxury;Jewelry;Features;Advertisingmediaselection钻哥购珠宝产品特点与广告媒体的选择目录1绪论........................................................................................................................................11.1研究背景.....................................................................................................................11.2研究意义.....................................................................................................................12广告媒体的概述....................................................................................................................32.1广告媒体的类别与特点.............................................................................................32.2小众传播媒体..............................................................................................................62.3新媒体——互联网络..................................................................................................83奢侈品广告特性以及消费者购买决策过程......................................................................143.1奢侈品的概念.............................................................................错误!未定义书签。3.3奢侈品广告特性.........................................................................错误!未定义书签。3.4珠宝消费者购买决策过程.........................................................错误!未定义书签。4钻哥购珠宝特点及受众与最优媒体投放选择.....................................错误!未定义书签。4.1企业简介....................................................................................................................144.2钻哥购珠宝品牌简介及产品特点...........................................................................144.3钻哥购珠宝产品的营销定位...................................................................................154.4钻哥购珠宝产品的目标消费受众及其特点...........................................................164.5钻哥购珠宝产品的市场定位...................................................................................184.6根据钻哥购珠宝产品特点与广告媒体的选择........................................................204.7根据钻哥购珠宝产品的营销定位的选择................................................................225结论及建议..........................................................................................................................255.1主要结论...........