About small and medium -sized jewelry companies' strategic research papers and thesis outlines?

Iris

October 21, 2022 at 9:16 am

Abstract: In the past 30 years of reform and opening up, my country's jewelry industry has continuously developed from small to large. It has the characteristics of wide development, fast speed, and high starting point, and has achieved great results. By analyzing the characteristics and existing problems of domestic jewelry companies at this stage, we will find how to engage in the management of jewelry enterprises.
Keywords: jewelry enterprise status quo; SWOT analysis; jewelry enterprise management

1 characteristics of domestic jewelry companies at this stage

1.1 At this stage, the main characteristics of domestic jewelry companies -the main body of private enterprises
According to the survey, 75.8%of private jewelry companies in my country's jewelry industry, 71.8%of which are family companies, family companies have occupied our country in my country Half of the jewelry industry. The famous companies include the green green of Guangdong, the sun and the moon in Zhejiang, the Zhou Dafu, Xie Ruilin in Hong Kong. In Shenzhen, this one of 70%of the jewelry production capacity of jewelry in the country is currently gathered. 90%of its gold jewelry industry is private enterprises, and most of them are family companies. It can be said that it is the sky of private jewelry family companies that support China's jewelry industry.
1.2 This is the advantages and disadvantages of Chinese family jewelry companies with private enterprises as the main body. There are difficulties in common; (3) The internal conflict of family -type enterprise management is easy to coordinate.
A disadvantages: (1) The problem of "Xianxian" and "avoiding relatives" of employment; Development; (5) Lack of due incentive mechanisms; (6) Marketing myopia -lack of long -term goals; (7) common difficulties can be suffered and not suffering.

2 The main problems existing in domestic jewelry companies at this stage

2.1 The industry concentration is low, and concentration has been declining According to Bain's classification standards for the market structure, CR8 is less than 40%, the industry is a competitive market, and no company can absolutely manipulate the market. The current concentration of my country's jewelry industry is far less than 40%, which is close to a complete competitive market. The largest market share of the jewelry industry occupied by the largest 8 jewelry merchants has always been low, only two o'clock, and in addition to the rising level of industrial concentration in 2002, the remaining several years of industrial concentration has shown a downward trend. This indicates that this indicates that The market competition between jewelry companies in my country is quite fierce and cruel.
2.2 The processing industry of jewelry inlaid jewelry has considerable levels and capabilities, but the production capacity of high -end jewelry products is still to be improved. With considerable production level and ability. According to statistics, more than 90 % of the inlaid jewelry in Hong Kong is processed on the mainland. More than 200 processing plants are processed by foreign jewelry abroad, with an annual output value of more than 3 billion US dollars. At the same time, more than 300 factories have the ability to process external orders. In terms of jewelry inlaid processing, Chinese private jewelry companies have obvious industrial advantages. However, at the same time, a large number of jewelry companies only rely on batch production finished jewelry and earning processing fees and operating. They have not become the exclusive owner of the jewelry sales channel terminal. Correspondingly, in terms of the design and development and process production of high -end jewelry products, domestic private jewelry companies still have a lot of gaps in famous foreign stores.
2.3 The product differentiation is small, and the competition level is lower.
's industry development for more than 20 years has made China's jewelry industry show a glorious development trend. Essence But at the same time, it should be soberly seen that the post -development advantage of China's jewelry industry has brought too fast development speed. The high profits of this industry have attracted many private capital to enter the industry. The influx of large amounts of capital and the formation of many family enterprises have indeed played a positive role in promoting the development of the industry, but because of the Qiandian side, there is no difference or characteristic; It is serious that the product is homogeneous, and the inevitable competition of the Chinese jewelry industry will never get rid of the low -level price competition.
. 2.4 Sales methods of small and medium -sized enterprises stay in the traditional "hospitality" model.
Most of the jewelry companies in the Mainland are from family workshops and small processing plants. Developed. Now, although enterprises have increased significantly in terms of scale and quantity, and the scale of the enterprise has gone up, and the output has also been up, but the marketing management level still stays at the primary level. Many jewelry companies, especially those small and medium -sized enterprises, are more stored in the traditional "mountains and other customers" model.
2.5 The corporate own mechanism and market mechanism are not adapted, the level of enterprise management is also low, and it is difficult for talent to keep
3 Use SWOT to analyze the problems in the management of jewelry enterprises at this stage.

3.1 advantage
(1) The processing industry of jewelry inlaid jewelry has considerable levels and capabilities;
(2) Industrial cluster effects start to appear;
(3 (3 3 ) Active factors for internal governance agencies of family enterprises: centralized corporate ownership and operating rights, efficient decision -making mechanisms, relatively complete marketing networks;
(4) Positive factor in the development of the environment: The political system of confirming and protecting the family economy , "Home" culture, taxation, financing environment, improvement, and comprehensive industry talent training mechanism.
3.2 Disadvantages
(1) Low the industry concentration;
(2) The product differentiation is small and the competition level is low;
(3) Internal management of family enterprises Institutional negative factors: inadequate human resources development and training mechanisms, no bias in the incentive mechanism, lack of modern financial management supervision mechanism, and marketing network levels are not high; "Equipped" culture, too high taxes, and narrow financing channels.
3.3 Opportunities
(1) The rapid growth of the Chinese national economy;
(2) the rapid growth of the mainland jewelry market;
(3) The rapid growth of the mainland jewelry market ;
(4) Foreign competitors are not stable.
3.4 Challenge
(1) European and American jewelry dealers join competition;
(2) The rapid change of consumer taste.可
Inon that China's jewelry family enterprises are large but not strong. Although they have a scale advantage, the brand is not hard, and the product is not fine. Complete. my country's economic development is conducive to the development of Chinese jewelry family enterprises. Joining the WTO also brings opportunities to the development of many family companies. In addition to the development advantage and make up for the disadvantages, companies must be more importantly to review the trend of scientific strategy, take the brand's boutique road, improve their product quality and competition level, and cultivate their core competitiveness.

4 In response to the problems existing in the operation and management of jewelry companies at this stage, we propose measures to operate and manage jewelry companies.

(1) From a strategic decision Use focusing on strategic enhancement of core competitiveness.
M small and medium -sized enterprises should focus on their core business. Other non -core business such as logistics and design all outsourcing for professional companies to do it. Domestic jewelry companies must not only learn to concentrate resources for their own core business, but also learn to use external resources to reduce risks and enhance corporate competitiveness.
(2) From the perspective of corporate brand image establishment, jewelry companies should pay attention to "cultural jewelry", pay attention to the art and cultural added value of jewelry, digging the "differences" of enterprises and products, establishing new enterprises Marketing communication orientation, based on the brand as the basic communication tool, shape the brand with vitality.近
In recent years, some prophets of jewelry companies have begun to propose the concept of "cultural jewelry", and even the calls such as "pricing according to parts" and "selling jewelry are not selling materials". Facing the cruel status quo of jewelry jewelry "product homogeneity" and "price war", proposing such slogans is a good way and inevitable trend to break the current situation. But all of this can only be based on the problem of quality and quality. In addition to making the quality well and making the connotation, it is also necessary to pass this information to consumers in a good way to promote the improvement of sales. This requires success and effective marketing methods. The marketing model of local jewelry companies, especially some small and medium -sized enterprises is only in the "children's learning" stage, so changing traditional inertia marketing as soon as possible, there will be new ways to go out. （
(3) From the perspective of internal management of the enterprise, we must make good use of the advantages of this domestic -based jewelry company to break through the limitations of the family management model. n ① Introduce the professional manager system to allow people outside the family to participate in corporate management; ② improve the system and standardize behavior; ③ improve the organizational structure and establish the operating supervision mechanism; ; ⑥ Make the company a learning organization; ⑦ Establish a good performance evaluation mechanism to improve the enthusiasm of employees' work.
(4) From the perspective of publicity and expansion, enterprises must participate in more influential domestic and foreign professional exhibitions or advertise in professional newspapers and magazines to radiate markets in various places with a point -to -face face; In areas of influence, some promotion and promotion activities that can enhance their own brand image, deepen the influence of the region, and can also radiate to nearby cities. In addition, enterprises should increase the development and development of foreign markets in the secondary market.

1 thought on “About small and medium -sized jewelry companies' strategic research papers and thesis outlines?”

Iris
October 21, 2022 at 9:16 am

Abstract: In the past 30 years of reform and opening up, my country's jewelry industry has continuously developed from small to large. It has the characteristics of wide development, fast speed, and high starting point, and has achieved great results. By analyzing the characteristics and existing problems of domestic jewelry companies at this stage, we will find how to engage in the management of jewelry enterprises.
Keywords: jewelry enterprise status quo; SWOT analysis; jewelry enterprise management

1 characteristics of domestic jewelry companies at this stage

1.1 At this stage, the main characteristics of domestic jewelry companies -the main body of private enterprises
According to the survey, 75.8%of private jewelry companies in my country's jewelry industry, 71.8%of which are family companies, family companies have occupied our country in my country Half of the jewelry industry. The famous companies include the green green of Guangdong, the sun and the moon in Zhejiang, the Zhou Dafu, Xie Ruilin in Hong Kong. In Shenzhen, this one of 70%of the jewelry production capacity of jewelry in the country is currently gathered. 90%of its gold jewelry industry is private enterprises, and most of them are family companies. It can be said that it is the sky of private jewelry family companies that support China's jewelry industry.
1.2 This is the advantages and disadvantages of Chinese family jewelry companies with private enterprises as the main body. There are difficulties in common; (3) The internal conflict of family -type enterprise management is easy to coordinate.
A disadvantages: (1) The problem of "Xianxian" and "avoiding relatives" of employment; Development; (5) Lack of due incentive mechanisms; (6) Marketing myopia -lack of long -term goals; (7) common difficulties can be suffered and not suffering.

2 The main problems existing in domestic jewelry companies at this stage

2.1 The industry concentration is low, and concentration has been declining According to Bain's classification standards for the market structure, CR8 is less than 40%, the industry is a competitive market, and no company can absolutely manipulate the market. The current concentration of my country's jewelry industry is far less than 40%, which is close to a complete competitive market. The largest market share of the jewelry industry occupied by the largest 8 jewelry merchants has always been low, only two o'clock, and in addition to the rising level of industrial concentration in 2002, the remaining several years of industrial concentration has shown a downward trend. This indicates that this indicates that The market competition between jewelry companies in my country is quite fierce and cruel.
2.2 The processing industry of jewelry inlaid jewelry has considerable levels and capabilities, but the production capacity of high -end jewelry products is still to be improved. With considerable production level and ability. According to statistics, more than 90 % of the inlaid jewelry in Hong Kong is processed on the mainland. More than 200 processing plants are processed by foreign jewelry abroad, with an annual output value of more than 3 billion US dollars. At the same time, more than 300 factories have the ability to process external orders. In terms of jewelry inlaid processing, Chinese private jewelry companies have obvious industrial advantages. However, at the same time, a large number of jewelry companies only rely on batch production finished jewelry and earning processing fees and operating. They have not become the exclusive owner of the jewelry sales channel terminal. Correspondingly, in terms of the design and development and process production of high -end jewelry products, domestic private jewelry companies still have a lot of gaps in famous foreign stores.
2.3 The product differentiation is small, and the competition level is lower.
's industry development for more than 20 years has made China's jewelry industry show a glorious development trend. Essence But at the same time, it should be soberly seen that the post -development advantage of China's jewelry industry has brought too fast development speed. The high profits of this industry have attracted many private capital to enter the industry. The influx of large amounts of capital and the formation of many family enterprises have indeed played a positive role in promoting the development of the industry, but because of the Qiandian side, there is no difference or characteristic; It is serious that the product is homogeneous, and the inevitable competition of the Chinese jewelry industry will never get rid of the low -level price competition.
. 2.4 Sales methods of small and medium -sized enterprises stay in the traditional "hospitality" model.
Most of the jewelry companies in the Mainland are from family workshops and small processing plants. Developed. Now, although enterprises have increased significantly in terms of scale and quantity, and the scale of the enterprise has gone up, and the output has also been up, but the marketing management level still stays at the primary level. Many jewelry companies, especially those small and medium -sized enterprises, are more stored in the traditional "mountains and other customers" model.
2.5 The corporate own mechanism and market mechanism are not adapted, the level of enterprise management is also low, and it is difficult for talent to keep
3 Use SWOT to analyze the problems in the management of jewelry enterprises at this stage.

3.1 advantage
(1) The processing industry of jewelry inlaid jewelry has considerable levels and capabilities;
(2) Industrial cluster effects start to appear;
(3 (3 3 ) Active factors for internal governance agencies of family enterprises: centralized corporate ownership and operating rights, efficient decision -making mechanisms, relatively complete marketing networks;
(4) Positive factor in the development of the environment: The political system of confirming and protecting the family economy , "Home" culture, taxation, financing environment, improvement, and comprehensive industry talent training mechanism.
3.2 Disadvantages
(1) Low the industry concentration;
(2) The product differentiation is small and the competition level is low;
(3) Internal management of family enterprises Institutional negative factors: inadequate human resources development and training mechanisms, no bias in the incentive mechanism, lack of modern financial management supervision mechanism, and marketing network levels are not high; "Equipped" culture, too high taxes, and narrow financing channels.
3.3 Opportunities
(1) The rapid growth of the Chinese national economy;
(2) the rapid growth of the mainland jewelry market;
(3) The rapid growth of the mainland jewelry market ;
(4) Foreign competitors are not stable.
3.4 Challenge
(1) European and American jewelry dealers join competition;
(2) The rapid change of consumer taste.可
Inon that China's jewelry family enterprises are large but not strong. Although they have a scale advantage, the brand is not hard, and the product is not fine. Complete. my country's economic development is conducive to the development of Chinese jewelry family enterprises. Joining the WTO also brings opportunities to the development of many family companies. In addition to the development advantage and make up for the disadvantages, companies must be more importantly to review the trend of scientific strategy, take the brand's boutique road, improve their product quality and competition level, and cultivate their core competitiveness.

4 In response to the problems existing in the operation and management of jewelry companies at this stage, we propose measures to operate and manage jewelry companies.

(1) From a strategic decision Use focusing on strategic enhancement of core competitiveness.
M small and medium -sized enterprises should focus on their core business. Other non -core business such as logistics and design all outsourcing for professional companies to do it. Domestic jewelry companies must not only learn to concentrate resources for their own core business, but also learn to use external resources to reduce risks and enhance corporate competitiveness.
(2) From the perspective of corporate brand image establishment, jewelry companies should pay attention to "cultural jewelry", pay attention to the art and cultural added value of jewelry, digging the "differences" of enterprises and products, establishing new enterprises Marketing communication orientation, based on the brand as the basic communication tool, shape the brand with vitality.近
In recent years, some prophets of jewelry companies have begun to propose the concept of "cultural jewelry", and even the calls such as "pricing according to parts" and "selling jewelry are not selling materials". Facing the cruel status quo of jewelry jewelry "product homogeneity" and "price war", proposing such slogans is a good way and inevitable trend to break the current situation. But all of this can only be based on the problem of quality and quality. In addition to making the quality well and making the connotation, it is also necessary to pass this information to consumers in a good way to promote the improvement of sales. This requires success and effective marketing methods. The marketing model of local jewelry companies, especially some small and medium -sized enterprises is only in the "children's learning" stage, so changing traditional inertia marketing as soon as possible, there will be new ways to go out. （
(3) From the perspective of internal management of the enterprise, we must make good use of the advantages of this domestic -based jewelry company to break through the limitations of the family management model. n ① Introduce the professional manager system to allow people outside the family to participate in corporate management; ② improve the system and standardize behavior; ③ improve the organizational structure and establish the operating supervision mechanism; ; ⑥ Make the company a learning organization; ⑦ Establish a good performance evaluation mechanism to improve the enthusiasm of employees' work.
(4) From the perspective of publicity and expansion, enterprises must participate in more influential domestic and foreign professional exhibitions or advertise in professional newspapers and magazines to radiate markets in various places with a point -to -face face; In areas of influence, some promotion and promotion activities that can enhance their own brand image, deepen the influence of the region, and can also radiate to nearby cities. In addition, enterprises should increase the development and development of foreign markets in the secondary market.

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