摘要
随着国内奢侈品市场的迅猛增长，以及政府海外消费回流政策的引导下，内
地已成为全球中高端腕表第一大市场，未来增长潜力巨大。伴随腕表消费的增长，
人们对配件的需求也会越来越多。国内钟表配件企业产品定位于中低端市场，呈
现行业集中度低、中小型企业林立，产品定位相近，品牌辨识度低等特点，品牌
竞争力难以与瑞士、日本等国的百年企业相比。B公司是一家自有品牌的配件电
商企业，主营产品表带。本文以 B公司为例，对公司目前的产品策略问题进行
研究。论文运用调查统计的方法，先通过实地调研发现因为产品质量差、产品安
装导致的退换率太高，客户对公司评价低以及物流发货慢等问题。
然后，通过广泛的文献阅读和研究，对国内外关于产品策略和市场营销方面
的有关文献进行搜索、查阅和归纳，并结合调查问卷搜集客户的真实反馈和需求，
再从市场营销视角出发，对这些问题的根源进行探究，发现导致 B公司这些问
题出现的根源主要体现在三个方面：产品定位于低端产品，与目标客户定位于中
高端消费人群不相符；产品组合低端不符合市场定位，产品组合策略不合理；产
品支持服务水平低。产品包装低档与市场定位不符。
在此基础上，提出产品策略优化建议，B公司当前工作的重点是聚焦中端产
品消费市场，调整产品组合，提高产品支持服务水平，丰富服务内容，打造产品
品牌形象。
关键词：钟表配件行业；电商；产品策略；产品定位
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ABSTRACT
With the rapid development of the domestic luxury market and the guidance of the
government’s overseas consumption return policy, China has become the world’s
largest market for middle-end and high-end watches, with great potential for future
growth. With the growth of watch consumption, the demand for watch accessories
will also accordingly increase.
The productsof domesticwatch accessorycompanies arepositioned inthe
middle-end and low-end market, showing low industry concentration, large number of
small and medium-sized enterprises, similar product positioning, and low brand
recognition. The brand competitiveness can barely be compared with centennial
enterprises in Switzerland. B company is an accessory e-commerce company with its
own brand, its main product is watchbands. The present research takes B Company as
an example to study the company’s product strategy.
Using the methods of survey and quantitative analysis, the present study firstly
identifies the problems of B Company in product-related issues through field research,
including the high return rate of goods due to poor product quality, failure of
installation, bad reviews of customers and slow logistics and delivery.
Through extensive literature reading, the author searches, consults and summarizes
domestic and foreign literature on product strategy and marketing. This study collects
feedback and needs of customers by questionnaires, and then explores the causes of
these problems from the perspective of marketing. It is found that the reasons for
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these problems of B Company lie in three aspects: product positioning in the low-end
products, whichis inconsistent with thetarget consumers’ positioning inthe
mid-to-high-end market; low-end product portfolio does not fit market positioning,
product portfolio is unreasonable; the level of product support service is low.
On this basis, the present study proposes suggestions of optimization for product
strategy. B Company should currently focus on the consumer market of mid-end
products, adjust product portfolio, improve product support services, enrich the
content of services and build the brand image of product.
Key words: Watch accessories industry; E-commerce; Product strategy; Product
positioning
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