摘要
摘要
伴随着社会经济的发展和国民收入的增长，人们手中可支配的活动资金愈发可观，
大众的消费习惯也从传统的盲目跟风向多元化、个性化转变。其中，在珠宝零售行业
领域内，人们不再单一关注产品材质，而逐渐表现为基于对材质、款式、品牌、产品
寓意等多方面考虑，从而达到满足其购物需求的目的。
在这样的背景下，以往的营销策略已经无法满足消费者多样的消费需求。因此，
本文以 XL公司为例，基于营销理论并结合当地市场的实际情况，对 XL公司现有的
营销状况进行分析。作为经典的传统零售行业，XL公司原本的营销策略存在着整个
珠宝零售行业存在的共性问题，例如产品单一、店铺产品结构分布不均，促销宣传方
式老旧等，都是 XL公司及行业内现存并亟需解决的难题。
本论文通过 STP分析，结合 4P营销理论，将目前 XL公司的营销策略进行全方
面梳理，制定出一套切实可行的方案。综合考量产品形态，销售价格，货源渠道和促
销宣传四个方面，将原本的营销策略进行优化。能够使得 XL公司在珠宝零售行业内
更好的适应市场，有效提升其在该领域内的行业竞争力。
关键词：市场营销珠宝零售营销策略
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abstract
Abstract
With the development of social economy and the growth of national income, people
can have more funded income, and the public's consumption habits are also diversified
from traditional blindness to wind. Among them, in the field of jewelery retail industry,
people no longer pay attention to the product material, and gradually manifesse as a need
to meet the materials, styles, brands, and product integration, and achieve the purpose of
meeting their shopping needs.
In such a context, the previous marketing strategy has not been able to meet the
variety of consumer demand for consumers. Therefore, this paper uses XL as an example,
based on the marketing theory and combines the actual situation of the local market,
analyzing the existing marketing status of XL. As a classic traditional retail industry, XL's
original marketing strategy has a common problem of the entire jewelry retail industry,
such as a single product, the distribution of store products is uneven, and the promotion
method is old, and it is existing in XL and industry. It is urgent to solve the problem.
This thesis passes STP analysis, combined with 4P marketing theory, the current XL
company's marketing strategy is fully combed, and a set of practical programs is developed.
Comprehensiveconsideration ofproductform,sales price,sourcechannelsand
promotional publicity, optimize the original marketing strategy. It is possible to make XL
companies better adapt to the market in the jewelry industry, effectively enhance their
industry competitiveness in the field.
Keywords： XL company, jewelry retail, marketing strategy
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目录
目录
摘要......................I
Abstract.....................II
第一章绪论.................1
1.1研究背景................1
1.2研究意义................1
1.3研究内容和方法..................2
1.4技术线路图...................2
第二章理论基础及研究现状.................1
2.1理论基础................1
2.1.1STP营销战略理论............1
2.1.24P营销理论...............1
2.2研究现状................2
2.2.1国外研究现状..................2
2.2.2国内研究现状..................3
第三章XL公司的市场环境分析............7
3.1行业分析................7
3.1.1宏观市场分析..................7
3.1.2行业概况.................10
3.2客户分析..............12
3.2.1调查方案设计................12
3.2.2调查结论.................13
第四章XL公司营销策略现状及存在问题...............17
4.1公司概述..............17
4.2公司现有的营销策略...............17
4.2.1产品营销策略................17
4.2.2价格营销策略................19
4.2.3渠道营销策略................19
4.2.4促销营销策略分析...............20
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