老凤祥公司在国内珠宝首饰市场的机会分析及其营销策略研究—毕业论文

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1、老凤祥公司在国内珠宝首饰市场的机会分析及其营销策略研究摘要本文通过运用市场营销理论，首先在回顾了我国珠宝首饰行业的发展和对行业的发展现状、政策环境、市场潜力等方面进行细致分析的基础上，就行业发展机会提出了自己的观点并从予以了评价。其次，作者以上海老凤样有限公司为研究对象，通过对该公司的内外部环境和SWOT的分析，将环境机会与老凤祥现有资源和能力进行匹配，最终选择与公司目标、能力相一致的市场机会作为企业发展的目标d另外，论文围绕把握市场机会就老凤样营销战略的选择，以及在此战略的指导下公司在大众主流市场上的营销组合、银楼连锁经营的实施和黄金交

2、易的开展三个方面提出了相应的策略。最后*论文对来来十年国内珠宝首饰行业总体发展的趋势予以了大胆的预测，并对老凤样公司应对发展变化应采取的策略及其改进提出了一些建议。通过本文的分析，指出了如何识别与把握各种市场机会，是企业制定市场策略的重要决策依据，对企业正确选择经营战略具有重要的意义。关键词：市场机会营销策略珠宝首饰OpportunityanalysisofLaoFengxiangCorporationinthenationaljewelrymarketanditsstudyofmarketingstrategyABSTRACTThepu

3、rposeofthisthesisistomakeuseofthetheoryofmarketingtofirstlyputforwardandevaluatetheauthor*sownopinionoftheopportunityoftradedevelopmentonthebasisofreviewingthedevelopmentofthejewelrybusinessandcarefullyanalyzingthecurrentsituation,politicalenvironmentandmarketpotentialetc

4、.aspects.Secondly,theauthorinvestigatesShanghaiLaoFengxiangCorporationLimited.Ultimately,theauthorselectsthemarketopportunityconsistentwiththecorporationdestinationandcapacityasthestrategyofthecorporationbyanalyzingtheinternalandexternalenvironmentandSWOTofthecorporation,

5、matchingtheenvironmentalopportunityandthecurrentresourceofLaoFengxiang.Inaddition,thethesisismainlysurroundingthegraspofthemarketopportunitytoselectthemarketingstrategyofLaoFengxiang.Undertheinstructionofthestrategy,itputsforwardrelevantstrategyinthemainmarketforthreeaspe

6、ctsofcombinationofmarketing,managementimplementationofjewelrychainsofretailstoresanddevelopinggoldexchange.Finally,thethesisaudaciouslyforeseesthedevelopmenttrendofthenationaljewelrybusinessinthenexttenyearsingeneral.Anditputsforwardsomesuggestionsofthestrategyandimprovem

7、entofLaoFengxiangCorporationfordealingwiththechangeanddevelopment.Throughtheanalysisofthisthesis,theauthorpointsouthowtorecognizeandgraspvariousmarketopportunities,whicharethekeypolicybasisforcorporationtomakemarketstrategy.Alloftheseareveryimportantforenterprisetochooset

8、hecorrectmanagementstrategy.Keywords：TheopportunityofmarketThestrategyofmarketingJewelryy分类号：F71