封面珠宝.docx
本科毕业设计(论文)Investigation Report of R Series Jewelry Trial Sale on Alibaba PlatformR系列珠宝在阿里巴巴平台试销调研报告二 级 学 院外国语学院专 业商务英语年 级(班级)2015级班学 号学 生 姓 名指 导 教 师职 称讲师完 成 时 间2019 年03 月16日 独 创 性 声 明本人郑重声明：所呈交的毕业设计（论文）是本人在指导老师指导下取得的研究成果。除了文中特别加以注释和致谢的地方外，设计（论文）中不包含其他人已经发表或撰写的研究成果。与本研究成果相关的所有人所做出的任何贡献均已在设计（论文）中作了明确的说明并表示了谢意。签名： 年月日授权声明本人完全理解贺州学院有关保留、使用本科生毕业设计（论文）的规定，即：学院有权保留并向国家有关部门或机构送交毕业设计（论文）的复印件和磁盘，允许毕业设计（论文）被查阅和借阅。本人授权贺州学院可以将毕业设计（论文）的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存、汇编设计（论文）。本人设计（论文）中有原创性数据需要保密的部分为：无。签 名： 年月日指导教师签名： 年月日BA Thesis of Hezhou UniversityInvestigation Report of R Series Jewelry Trial Sale on Alibaba PlatformAbstractSince the opening of the industry, China's jewelry market has maintained a high growth rate. After 30 years of rapid development, our jewelry market has already reached a considerable scale. In the course of 30 years of development, the industry pattern, consumer preferences and other changes have changed. At present, China's jewelry market has presented new characteristics in many aspects. At the same time, this article conducted the survey with the example of Nelson Jewelry Art Co., Ltd., which sells R series jewelry on the Alibaba platform. The internal and external environment of Nelson Company was summarized by 4P analysis theory, and the marketing status of the company was analyzed. The target market of the company was determined, which focused on the market situation of the R series jewelry industry and provided objective and correct suggestions for the investment decision and marketing decision of the R series jewelry industry.Keywords: jewelry; R series jewelry; jewelry market; research基于阿里巴巴平台二手手机行业市场环境调研报告以东兴国际实业贸易公司为例摘要我国珠宝首饰市场自从行业开放以来，一直维持着较高的增长幅度，经过三十年的快速发展，我们珠宝首饰市场已经具备相当的规模。在三十年的发展历程中，行业格局、消费者消费偏好等几经变动，当前我国珠宝首饰市场在诸多方面呈现出新的特点。同时，本文以在阿里巴巴平台销售R系列珠宝的纳尔逊珠宝艺术有限公司为例开展了这次调研。运用 4P分析理论对纳尔逊公司内外环境进行了总结，并对企业的营销现状进行了分析。确定了企业的目标市场，其中着重分析了R系列珠宝行业市场情况，为R系列珠宝行业的投资决策以及营销决策提供客观的、正确的建议。关键词：手机；二手手机；手机市场；调研Contents1 Introduction11.1 The Purpose and Significance of the Thesis11.2 Nelson Jewelry Art Co., Ltd.32. Literature Review32.1 Research State in China32.2 Foreign Research Status53. Using 4P Theory to Analyze the Development Trend of R Series Jewelry53.1 Product Strategy63.2 Price Strategy63.3 Channel Strategy73.4 Promotion Strategy73.4.1 Public Welfare Marketing73.4.2 Celebrity Endorsement83.4.3 Publications83.4.4 Event Sponsorship83.4.5 Advertising Promotion94 Company Marketing Strategy Analysis95 Conclusion12Bibliography13Acknowledgments1471 Introduction1.1 The Purpose and Significance of the ThesisSince the opening of the industry, China's jewelry market has maintained a high growth rate. Based on the healthy development of the domestic economy, the jewelry market will continue to maintain rapid expansion. The rapid development of China's jewellery industry is obvious to all. In 2011, sales growth was as high as 40%. A few years ago, jewellery has become the third largest consumer hotspot after real estate and automobiles. The huge business opportunity attracts the attention of the world jewelry industry, and many international jewellery giants regard the Chinese market as the focus of future development. With the development of technology and e-commerce today, jewelry is no longer a luxury in people's eyes. Especially in recent years, China's jewelry brands have continued to rise and compete with international high-end brands. The global jewelry market has shown a trend of blossoming. Moreover, the jewelry industry is a sunrise industry with great development potential, and its market demand potential is huge. With the increase in income levels, people's consumption structure has also undergone important changes, making the jewelry industry develop rapidly. The jewelry industry is a monopolistic competition industry. The profits of enterprises in the industry come from the differentiation of products. At present, the problem of homogenization of products in the jewelry industry is very prominent. This shows that the competition in the jewelry industry has changed from the stage of product competition to the competition of marketing mode. Stage. And currently, the sales of China's jewelry market has shifted from the traditional offline economy to online e-commerce. Jewelry sales development is entering a new stage of intensive innovation and rapid expansion, and has increasingly become an important engine for stimulating China's consumer demand, promoting the upgrading of traditional industries, and developing modern service industries. E-commerce is one of the representatives of the new world economy. It is not only the increasingly widespread application, but also significantly promotes the development of emerging industries, promotes and creates employment opportunities for enterprises and brand entrepreneurship opportunities, and promotes the innovation of SME financing models and promotes enterprises. The transformation and establishment of a new type of corporate credit evaluation system have played an extremely positive role, and have had a profound impact on China's current economy, society and life. To make the company more competitive, the cost is minimized, but the profit is maximized.However, with the continuous expansion of the market scale, the market concentration is getting higher and higher, and the competition in the market is becoming more and more fierce. Some enterprises have seized market opportunities and achieved rapid development, while others have encountered development bottlenecks. Market opportunities are fleeting, and the market pattern has undergone qualitative changes in just two or three years. Many previous studies on the industry have not applied to current market conditions. For small and medium-sized jewelry companies, customized marketing has important strategic significance among many marketing models. In the 1960s, American marketing scholar Professor Jerome McCarthy proposed four marketing combination strategies of “product, price, channel and promotion”, which is 4P. 4P is a successful and complete marketing campaign by Professor McCarthy, which means putting appropriate products and services into specific markets with appropriate products, appropriate prices, appropriate channels and appropriate communication promotion methods. According to this, most economists use 4P theory to interpret marketing. Using this theory, we can analyze the development trend of a certain product or a certain enterprise in this market, so as to maximize its potential in the market with the least manpower, material resources and financial resources. Therefore, this paper analyzes the characteristics of products, consumers, production and sales companies in the jewelry industry through a large number of literature collection and market research. And Nelson Jewelry Art Co., Ltd. conducted a survey and research on Nelson Jewelry Art Co., Ltd., which sells R series jewelry on Alibaba platform. Through 4P theory, it analyzes the market of R series jewelry industry of Nelson Jewelry Art Co., Ltd. and understands the market of R series jewelry industry. The status quo and its development trend provide objective and correct development suggestions for investment decision or marketing decision of R series jewelry industry.1.2 Nelson Jewelry Art Co., Ltd.Nelson Jewelry Art Co., Ltd. has always been committed to excellence and innovation. Since 1980, the company has been dedicated to the design, manufacture and export of fine jewellery. Designers work closely with master craftsmen to bring fashion design to the latest technology. As the pioneer of the world's first wax-shaped rectangular diamond, and the only jewellery manufacturer nominated by the Hong Kong Productivity Council, they constantly challenge themselves and exceed their expectations.At present, Nelson has a number of wholly-owned and joint venture factories and branches in the world. In mainland China, there are two jewellery production plants in Panyu District and Huizhou City, Guangdong Province, as well as Hong Kong, Shanghai, Nanjing, Hangzhou and Guiyang. More than ten cities including Qingdao, Dandong and Sanya have retail stores and branches, and have opened professional website sales platforms. In foreign countries, there are gem processing factories in Thailand, in New York, Los Angeles, Sydney, Australia, and Birmingham, UK. There are sales offices in Southeast Asia and other places. They meet the requirements of each customer with professionalism, quality, credibility, continuous innovation and perfect after-sales service.2. Literature Review2.1 Research State in ChinaIn the domestic jewellery industry started late, the proportion in the national economy has been small. In the last century, there was little academic research on this industry. After entering the 21st century, the continuous and rapid development of the industry has attracted the attention of many people. At the same time, due to the increasing competition pressure of the enterprises in the industry, the demand for scientific and systematic research on the marketing strategy of jewelry enterprises is becoming more and more urgent. Academic research continues to emerge. Especially since 2005, the number of research literature on the jewelry industry and corporate marketing strategies has increased significantly. Some scholars in China have withdrawn some of their research results and ideas. Famous jewelry researchers Wang Xuanyu and Zhao Yuling analyzed the industrial structure of China's jewelry market at that time. Some people conducted research on relationship marketing in China's jewelry industry in 2004. Through the connection with the reality of China's jewelry market, this paper analyzes and summarizes the stages and methods of Chinese jewelry marketing, and systematically discusses relationship marketing in China's jewelry enterprises. How to operate. Xu Xiaohong In 2005, he analyzed the characteristics, principles and design points of jewelry experience marketing in “Using Experience Marketing Concept to Establish a New Jewelry Enterprise Image”. It is proposed that the key to the use of experience marketing in jewelry enterprises is that all customers are the center. Theoretically, the influence of experiential marketing on the image strategy of jewelry enterprises is studied, and the strategy of image construction of jewelry enterprises is proposed. In 2005, Zhu Ping analyzed the marketing strategy of Z diamond jewelry in the Shanghai market. Based on the 4P analysis method and based on the market segmentation theory, he planned a segmentation target market suitable for Z company and proposed “marriage jewelry”.In summary, the existing domestic research on the marketing strategy of the jewelry industry often has a phenomenon of the disconnection between theory and practice. The reason is that the relevant research lacks accurate and comprehensive analysis and summary of the market characteristics at that time; Some research conclusions have not been applied to the current market situation; for some marketing strategies commonly used in industries, such as event marketing, the theoretical community still lacks systematic research on the application of the jewelry industry. With the increase of market competition pressure, the research on marketing strategies in the industry is becoming more and more urgent. This paper will study the new characteristics of the current jewelry market and the marketing strategy of the company.2.2 Foreign Research StatusThere are very few foreign market research studies on the jewelry industry, and because foreign jewelry companies compare with domestic companies, there are great differences in product design, business model and sales channels. Foreign countries are more of the application research of some common marketing theories in the jewelry industry, such as relationship marketing research, experience marketing research and brand strategy research in the jewelry industry. Such research has put forward specific measures for the application of certain marketing theories in the industry. Some academic research has received widespread attention in the industry, such as brand strategy, and some theories are narrowly applied in the industry, such as practice. It has been proved that experience marketing is often only applied to high-end products in the industry, but the research scope of the theory is not analyzed in the research literature, causing some companies to go astray. Therefore, foreign research results are of limited value for the domestic jewellery industry and enterprises.3. Using 4P Theory to Analyze the Development Trend of R Series JewelryThe 4p theory takes a marketing theory: Product, Price, Place, and Promotion to take the initial letter. Chinese means, product, price, channel, promotion. Professor Jerry McCarthy first proposed this theory in his "Marketing" (first edition, published around 1960). But as early as his Ph.D. at Northwestern University, his mentor, Richard Clewett, used a theoretical framework centered on "products, pricing, distribution, and promotion." Jerry replaced “distribution” with “place”, making this theory the so-called “4P” theory. Based on the 4P theoretical analysis of the internal resources and external environment that Nelson Jewelry Art Co., Ltd. has in the course of its operations, find the place where its marketing strategy succeeds and fails. It can be the R of Nelson Jewelry Art Co., Ltd. A series of jewellery and jewellery companies that sell jewellery on Alibaba as a platform provide some help in developing marketing strategies.3.1 Product StrategyNelson Jewelry has also launched its own line of products within a decade, including R-series jewellery. Some of the designs in the R-series jewellery have been designed with national patents. As of 2008, the company has launched nearly 400 series of products. The company has also had designers winning awards in the competition, but most of Nelson's jewelry and jewellery products are the same as most domestic jewelry brands. The homogenization is obvious, similar to the products on the market, lacking obvious brand characteristics, and no specific Consumer groups.As a brand operator with a brand franchise chain as its main direction, service is also one of the products provided by the company. The company provides franchisees with more detailed franchise services, including the annual presidential training camp, and the establishment of the terminal operation department in 2009. According to the requirements of
