摘要：当今经济的快速发展，珠宝企业之间的竞争加剧，传统的珠宝营销方式已经很难在市场上获得立足之地，传统的营销模式已经无法满足企业的需求，珠宝企业为了获得更高的利益，急需找到一种新的营销模式。然而互联网的渗入，给珠宝企业带来新的机遇，互联网作为一种新的营销渠道有着独特的特点和优势，能够为珠宝企业的生存和发展创造出一种无限的价值。珠宝的网络营销作为一种新的营销方式，与传统营销相比有其显著的优势特点，可以满足顾客的需求。但珠宝网络营销是借助互联网进行的营销活动，必然会存在一定的缺陷，珠宝企业为了实现珠宝营销的目标，必须得制定一个与企业相适应的营销策略。本文以网络营销理论、消费者需求和互联网带动珠宝营销等为理论基础，通过对互联网背景下珠宝营销现状的分析，对珠宝营销在互联网具有那些优势和存在的问题，然后以珠宝企业的身份以市场细分和目标市场定位的角度去分析，制定一些珠宝企业的营销策略，从而得在互联网背景下珠宝营销战略的建议和结论。47085

毕业论文关键字：互联网；珠宝营销；策略

Under the Internet background of current Jewelry    Marketing strategies discuss

Abstract：The rapid economic development, jewelry increased competition among enterprises, traditional jewelry marketing approach has been difficult to get a foothold in the market, the traditional marketing model has been unable to meet the needs of enterprises, jewelry companies in order to obtain a higher degree of interest, needed to find a new marketing model. However, the penetration of the Internet, and bring new opportunities to the jewelry industry, the Internet as a new marketing channel has unique characteristics and advantages, for corporate survival and development to create an infinite value. Jewelry marketing network marketing is using the Internet, there must be some defects, jewelry enterprises in order to achieve the goal of jeweler marketing, must develop a commensurate with the company's marketing strategy. Paper to network marketing theory, and consumers needs and Internet led jewelry marketing, for theory based, through on Internet background Ixia jewelry marketing status of analysis, on jewelry marketing in Internet has those advantage and exists of problem, then to jewelry enterprise of identity to market subpision and target market  

positioning of angle to analysis, developed some jewelry enterprise of marketing strategy, to have in Internet background Ixia jewelry marketing strategy of recommends and conclusion.

Key words:  Internet；jewelry marketing；strategy

目录

1   引言    1

1.1研究背景和意义.     1

1.1.1研究背景.....   1

1.1.2研究意义..     2

1.2研究方法和内容框架.    2

1.2.1研究方法..     2

1.2.2内容框架..     3

2  珠宝营销的相关综述..  4

2.1珠宝的网络营销基本原理.     4

2.2珠宝营销在互联网下的形成过程      4

2.3互联网与珠宝营销之间的联系      5

3 互联网背景下珠宝营销现状分析..     5

3.1互联网背景下珠宝营销现状      5

3.1.1互联网作为珠宝营销工具和服务平台      6

3.1.2电子商务与体验店相结合.     7

3.2珠宝在互联网下存在的优势       8

3.2.1在空间方面      8

3.2.2在范围方面      8

3.2.3在投资方面      8 互联网背景下的珠宝营销策略探讨:http://www.youerw.com/guanli/lunwen_49023.html