深圳涵钰珠宝公司发展战略分析

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1、万方数据深圳涵钰珠宝公司发展战略研究TheDevelopmentStrategyofHanYuCo．，LtdAbstractWi也therapideconomicdevelopmentnowadays，thejewelryindustrycarlnotonlyexportluxuriesandconsumergoods，butalsoactasfinancialstabilizerforhedgingIntherecent10years，jewelryindustrymaintainedabovethegrowthrateof10％eachy

2、ear，andthegrossdomesticjewelryconsumptionof2013hadreachedthenewaltitudeof470billionYuan．ThoughthecurrentstatusofChina’sjewelryindustryhasbroadmarketprospects，itisstillbelongstolabor-intensiveindustries淅t11strongmanufacturingcapacity，weakoriginaldesigncapacityandhighproducth

3、omogeneity．Ithasnumerousjewelrybrandsbutweakbrandawarenessandmarketingcapabilities．Inthiscontext，Mia&joceyleen，Royal-crafts，ChiFuwhicharethreeaffiliatesofHanYuJewelryLtd，taketheleadingpositionintheirrespectiveareasconductedatargetmarketsegments．However，duetothemarketsharean

4、dthecompany’Sdevelopmentconstraints，theydonothavemuchmarketappeal．HowCantheystandfirmlyinthefieldof100，000jewelrybusinessandopenupmarketingchannelsoftheirproducts?Thisthesismadestatementsonextemalenvironmentofthecompanyandthethreebrands’detailedanalysisoftheirspecificcircum

5、stances谢n1analyticaltoolsofmanagement，likeGPEST，MichaelPorter’SFiveForcesModel，SWOTMatrixforSituationalAnalysisetc．inordertoproposedevelopmentstrategyofdiversification．Toimplementthisstrategytothisthesisproposedorganizationalstructureoptimization，strengtheningofhumanresourc

6、esmanagementandcorporatecultureconstruction，buildinganewmarketingsystem，improvingbrandbuildingandothermeasures．Theintroductiondescribedthebackgroundofthisthesis，meaning，purpose，methodandSOOn．111esecondpartintroducedthetheoryofstrategicmanagement．功ethirdpartelaboratedHanYuJe

7、welryLtdexternalopportunitiesandchallengesfacingthejewelrycompanythroughtheanalysisofallkindsofmacrofactorsandindustryenvironmentTllefourthpartstartedwithcompany’Sinternalworkandgaveadetailedanalysisoftheresourcesandcapabilitiesforpurposeofdownsizing，increasingproductivity．

8、Thefifthparttriedtofindingoutthedevelopingstrategysuitingthisenterprisethroughanal