桂林理工大学本科毕业设计·论文PAGEII桂林理工大学本科毕业设计·论文桂林理工大学GUILINUNIVERSITYOFTECHNOLOGY本科毕业设计(论文)题目：昭仪翠屋营销策略浅析摘要昭仪翠屋是中国顶级翡翠珠宝品牌，隶属于昭仪新天地股份有限公司。昭仪珠宝是集翡翠原材料采购、设计、加工、镶嵌、零售、高级定制及品牌建设为一体的专业集团，目标是创立中国高端翡翠品牌。本文以昭仪翠屋的市场营销策略为研究对象，通过对其宏观环境、微观环境等方面的详细分析，利用SWOT分析工具，对其在高端珠宝市场竞争中的优势、劣势、机会和威胁进行了系统的归纳，同时在此基础上，分析了昭仪翠屋的营销策略存在的问题，并针对其问题提出改进建议。希望通过本论文的分析研究，能够对昭仪翠屋发展起到一定的参考作用。关键词：昭仪翠屋；珠宝营销；营销策略AbriefanalysisofmarketingstrategyofZhaoyiJadeJewellryStudent:WANGLinTeacher:LIANGJian-aiAbstract:ZhaoyiJadeJewellryisaChinesetopjadejewelrybrand,belongingtoZhaonewHeavenandEarthPtyLtd.ZhaoyiJadeJewellryisasetofrawmaterialsprocurement,design,processing,mosaic,retail,advancedcustomizationandbrandbuildingfortheintegrationofprofessionalgroup.TheZhaoyiJadeJewellerysetcreativeChinahigh-endjadebrandasitsgoal.Inthispaper,themarketingstrategyofZhaoyiJadeJewellryissetastheresearchobject.Throughadetailedanalysisofthemacroenvironment,microenvironmentbyusingSWOTanalysistools,thepapersystematicallysummarizesthehigh-endjewellrymarketcompetitionadvantages,disadvantages,opportunitiesandthreats.Onthisbasis,thepaperanalyzestheexistingproblemsofZhaoyiJadeJewellry’smarketingstrategyandputsforwardsomesuggestionstosolvetheproblems.Ihopethroughresearchandanalysis,canbeagoodreferenceforZhaoyiJadeJewellrydevelopment.Keywords：ZhaoyiJadeJewellery；Jewellerymarketing；Marketingstrategy；目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc387760898"摘要PAGEREF_Toc387760898\hIHYPERLINK\l"_Toc387760899"AbstractPAGEREF_Toc387760899\hIIHYPERLINK\l"_Toc387760900"前言PAGEREF_Toc387760900\h1HYPERLINK\l"_Toc387760901"1.昭仪翠屋市场营销环境分析PAGEREF_Toc387760901\h2HYPERLINK\l"_Toc387760902"1.1宏观市场营销环境PAGEREF_Toc387760902\h2HYPERLINK\l"_Toc387760908"1.2微观市场营销环境PAGEREF_Toc387760908\h6HYPERLINK\l"_Toc387760914"1.3SWOT分析PAGEREF_Toc387760914\h9HYPERLINK\l"_Toc387760919"2.昭仪翠屋营销策略分析PAGEREF_Toc387760919\h12HYPERLINK\l"_Toc387760920"2.1产品策略分析PAGEREF