摘 要
随着中国经济的持续增长，民众购买力的极大增强,奢侈品已慢慢走进了大
众视野, 中国作为全球新兴市场，对国际奢侈品品牌具有强大的吸引力，作为
奢侈品最典型的代表—珠宝首饰，在中国具有广阔的市场发展前景
面对后金融危机时期的广大珠宝首饰市场，要想在奢侈品市场中多分得一
杯羹，就必须不断地提升自身核心竞争力以及营销能力，这是珠宝首饰公司必
须解决的首要问题。天下玉家珠宝首饰公司作为福建一家小有名气的珠宝首饰
零售商，从成立之初的迅速发展，到金融危机时步履为艰而后凭借着自身的底
蕴生存下来
本文先从各种宏观经济环境要素分析入手，借助宏观及微观环境的研究，
对天下玉家珠宝首饰公司营销策略进行系统分析，运用相关营销理论和分析工
具，如 SWOT 分析工具，列举出天下玉家珠宝首饰公司营销策略所面对的优势、
劣势、机会及威胁，结合案例分析，展开营销策略研究，并在此基础上制定出
符合市场需要的详细营销策略，包括营销目标、定位、定价、分销渠道及促销
等策略. 为天下玉家公司制定营销策略提供思路，同时也为同类的珠宝首饰零售
商提供可借鉴的途径
关键词：珠宝首饰 行业分析 营销策略 SWOT 分析
Abstract
With China's sustained economic growth, greatly enhance the purchasing power of
its people, luxury goods have been slowly into the public view, China as the world's
emerging markets, has a strong appeal to the international luxury brand, as the most
typical representative - luxury jewelry, has wide market development prospect in
china.
After the financial crisis facing the jewelry market, want to share a cup of a thick
soup in the luxury goods market, we must continue to enhance their core
competitiveness and marketing ability, this is the first issue that must be solved
jewelry company. The jade jewelry jewelry company as a small Fujian famous
jewelry retailers, from the rapid development of the beginning of the establishment of
the financial crisis, when walking difficult and then by virtue of its heritage to
survive.
This paper first analyses from various macroeconomic environment elements, by
means of macro and micro environment, carries on the system analysis to the
marketing strategy of the world jade jewelry jewelry company, using the related
marketing theory and analysis tools, such as SWOT analysis tools, lists the marketing
world jade home jewelry company with advantages and disadvantages, opportunities
and threats, combined with case analysis, marketing strategy research, and on the
basis of the development of the market to meet the needs of the detailed marketing
strategy, including the marketing goal, positioning, pricing, distribution channel and
promotion strategy. Provide ideas for marketing strategy for the world jade company
set, but also provide the reference approach for the same kind of jewelry retailers.
Key Words: Bijouterie Industry analysis Marketing strategy
SWOT analysis