毕业设计（论文）-珠宝品牌的创新营销研究精选.doc

原创性声明 本人呈交的毕业论文，是在导师的指导下，独立进行研究工作所取得的成果，所有数据、图片资料真实可靠。尽我所知，除文中已经注明引用的内容外，本毕业论文的研究成果不包含他人享有著作权的内容。对本论文所涉及的研究工作做出贡献的其他个人和集体，均已在文中以明确的方式标明。本毕业论文的知识产权归属于培养单位。 本人签名： 日期： 摘 要 由于我国经济快速发展和人民生活品质的提高，人们逐渐开始追求丰富的物质生活，随之对珠宝行业也有了极大的需求，珠宝行业不同的品牌也有不同的营销方式，但主要分为两类，一类为传统营销方式：分为品牌营销、关系营销和广告营销。另一类为创新营销方式：体验营销、网络营销、情感营销和电影营销。 通过对不同营销方式的综合分析，了解到中国整个珠宝市场的营销方式现状，然后从代表品牌入手，得出了各类营销方式的特点和主要针对的消费人群。消费人群定位为年轻群体时，应该选择网络营销、情感营销、电影营销、体验营销等方式或者结合方式。消费人群定位在中老年时，应该选择关系营销、广告营销、品牌营销等方式或者结合方式。当产品比较多元化时，可以结合品牌的需求，结合多种营销方式进行产品推广。对正在发展的珠宝品牌做出了一个很好的引导，让每个品牌尽量找到最合适自己的营销方式。 关键词：珠宝 营销方式 消费人群 ABSTRACT Due to Chinas rapid economic development and improve peoples quality of life, people gradually began to pursue a wealth of material life, followed by jewelry industry has also been a great demand for jewelry industry, different brands have different marketing methods, but mainly divided into two categories , one of the traditional marketing methods: divided into brand marketing, relationship marketing and advertising marketing. Another innovative marketing: experiential marketing, network marketing, emotional marketing and film marketing. Comprehensive analysis of different marketing methods, marketing understand the status quo of Chinas total jewelry market, and then start from the representative of the brand, draw a variety of features and marketing for major consumer groups. Consumer groups for the younger age groups, we should select network marketing, emotional marketing, film marketing, experiential marketing, etc. or a combination of ways. When consumer groups positioning in the elderly, should be chosen relationship marketing, advertising, marketing, brand marketing, etc. or a combination of ways. When the product is more diversified, it can be combined with the brands demand, combined with a variety of marketing approach to product promotion. For developing jewelry brand made a very good guide, so try to find the most suitable for each brand its own ma