1、I 摘摘 要要 由于我国经济快速发展和人民生活品质的提高，人们逐渐开始追求丰富的物质生活， 随之对珠宝行业也有了极大的需求，珠宝行业不同的品牌也有不同的营销方式，但主要分 为两类，一类为传统营销方式：分为品牌营销、关系营销和广告营销。另一类为创新营销 方式：体验营销、网络营销、情感营销和电影营销。 通过对不同营销方式的综合分析，了解到中国整个珠宝市场的营销方式现状，然后从 代表品牌入手，得出了各类营销方式的特点和主要针对的消费人群。消费人群定位为年轻 群体时，应该选择网络营销、情感营销、电影营销、体验营销等方式或者结合方式。消费 人群定位在中老年时，应该选择关系营销、广告营销、品牌营销等方式或
2、者结合方式。当 产品比较多元化时，可以结合品牌的需求，结合多种营销方式进行产品推广。对正在发展 的珠宝品牌做出了一个很好的引导，让每个品牌尽量找到最合适自己的营销方式。 关键词：关键词：珠宝 营销方式 消费人群 II ABSTRACT Due to Chinas rapid economic development and improve peoples quality of life, people gradually began to pursue a wealth of material life, followed by jewelry industry has also been a
3、 great demand for jewelry industry, different brands have different marketing methods, but mainly divided into two categories , one of the traditional marketing methods: divided into brand marketing, relationship marketing and advertising marketing. Another innovative marketing: experiential marketi
4、ng, network marketing, emotional marketing and film marketing. Comprehensive analysis of different marketing methods, marketing understand the status quo of Chinas total jewelry market, and then start from the representative of the brand, draw a variety of features and marketing for major consumer g
5、roups. Consumer groups for the younger age groups, we should select network marketing, emotional marketing, film marketing, experiential marketing, etc. or a combination of ways. When consumer groups positioning in the elderly, should be chosen relationship marketing, advertising, marketing, brand m
6、arketing, etc. or a combination of ways. When the product is more diversified, it can be combined with the brands demand, combined with a variety of marketing approach to product promotion. For developing jewelry brand made a very good guide, so try to find the most suitable for each brand its own marketing. Keywords:Jewelry Marketing mode Consumer groups III 目目 录录 1 引言引言 1.1 研究目的和意义 . 1 1.2 选题背景 . 1 1.3 珠宝市场营销方式的发展 . 2 2 珠宝品牌的传统营销方式珠宝品牌的传统营销方式 2.1 品牌营销 . 3 2.2 关系营销 . 3 2.3 广告营销 . 4
