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1、北京交通大学硕士学位论文普兰达珠宝公司战略转型研究姓名：陈好中请学位级别：硕士专业：工商管理指导教师：高红岩20090501产品线的扩展建议将有助于对现有价值链的增值。除此之外，他们也可以加快公司自有品牌认可度的发展。如果成功，公司将拥有独特的竞争力，超过同行业中的其它竞争者。关键词：战略制定；珠宝公司；出口企业，产品线分类号：北京交通大学专业硕士学位论文ENGLISHABSTRACTENGLISHABSTRACTABSTRACT:Theworld'seconomiccrisiswastriggeredbythefinancialcrisisintheUnitedStates,
2、theworld'slargesteconomy.Itsimpacthasspreadthroughouttheworld,sparingnocountry.Oneofthehardesthitindustriesisthegemandjewelryindustry,asaluxuryindustryitsgrowthisrestonconsumers'highincomesandpurchasingpower.Oncepeoplefeelconfidentintheirconsumptionwithouteconomicconcerns,theywouldgenerallyb
3、uyjewelryandaccessoriesinalargeamount.Onthecontrary,jewelryconsumptionispronetodiminish,iftheyfeelunconfidentintheirfutureincomeoremploymentoverthenextfivetosixmonths.However,thisindustryhasbeenfollysupportedfromThaigovernmentsincehistorictimemainlybecauseithasplayedanimportantroleinThaiecon
4、omy,generatingtheexportincomeofoveronethousandmillionUSdollarsannuallyasthetopexportproductofThailand.Thailandholdsa2%marketshareinthe$300-billionglobaljewelrybusiness.Itcreatesmuchemployment,andhasbecomeanindustrywhichcaneffectivelyaddvaluetotheproducts.Atpresent,theworldeconomyremainsinthe
5、downturnandtheglobaljewelryindustryhasbeensufferingfromasharpriseinpricesofrawmaterialsbothforgoldandsilver.Allofthesefactorsresultinhugelossesofcountry^income.Therefore,tosustaingrowthofthisindustryinThailand,itisworthtoreview,audit,andmodifythestrategiesofthecompaniesinthisindustry.Uptonow
6、,therearesomepreviousresearchpapersregardingtothisindustry,mostlybyTheGemandJewelryInstituteofThailandwhichisthepublicorganizationestablishedtodevelopindustry^mainplayerscooperation.ItsresearchisconductedyearlyandmorefocusedonThailandexportandimportvaluesofjewelry,diamond,andcolor-stoneindus
7、tries.However,itdoesnotgointothedetailsoffromwhichcompanytherevenuehasbeengenerated,andneverbeforewentintotheinternalmanagementofthosejewelrycompanies・ThisthesiswouldconducttheresearchfocusingonthestrategymanagementoftheglobaljewelrycompanyinThaila
