Jewelry Sales Graduation Thesis

Operation and management of jewelry enterprises
Abstract: In the past 30 years of reform and opening up, my country's jewelry industry has continued to develop from small to large, which has the characteristics of wide development, fast speed, and high starting point, and 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.

1 The characteristics of domestic jewelry companies at this stage

1.1 The main characteristics of domestic jewelry companies at this stage -the main body of private enterprises
Investigation according to the survey, my country's jewelry In the jewelry industry, 75.8%of private jewelry companies, 71.8%of them are family companies, and family companies have occupied half of my country's 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 The advantages and disadvantages of Chinese family jewelry companies with private enterprises as the main body
: (1) Trust between family members is strong; (2) family members can share together Difficulty; (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; ; (5) Lack of incentive mechanisms; (6) Marketing myopia -lack of long -term goals; (7) common difficulties can be suffered and not suffering.

2 At this stage, the main problems existing in domestic jewelry companies

2.1 The industry concentration and concentration have been declining, competitive
For the classification standards of market structure, CR8 is less than 40%, then 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 yet to be improved
The development of the processing industry in setting jewelry for more than ten years. China's jewelry family enterprises have already possessed A considerable level of production 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 is small, and the competition level is lower
. The industry's development of more than 20 years has made China's jewelry industry show a prosperous development trend, and many family companies in the industry have gradually become rich. 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 "sitting mountains and other guests" model
News in mainland jewelry companies are mostly from family workshops and small processing plants. Get up. 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 enterprise's own mechanism is not adapted to the market mechanism, the level of corporate management is also low, and it is difficult for talents to retain 3 uses the problems in the management of jewelry enterprises in the current stage of SWOT
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3.1 Advantages
(1) The processing industry of jewelry inlaid jewelry has considerable levels and capabilities;
(2) Industrial cluster effects begin to appear;
(3) Internal governance agencies of family enterprises are active Factors: centralized corporate ownership and business rights, efficient decision -making mechanisms, and relatively complete marketing networks;
(4) Positive factors for the development environment: political system, "home" culture, taxation, taxation, taxation, taxation, taxation, taxation The improvement of the financing environment and a relatively complete industry talent training mechanism.
3.2 Disadvantages
(1) The industry concentration is low;
(2) The product is differentiated and the competition level is low; : Inadequate human resources development and training mechanisms, the incentive mechanism is biased, lack of modern financial management supervision mechanism, and the marketing network level is not high;
(4) The negative factors of the development environment: institutional discrimination, "suppressing business" Culture, taxation is too high, and the financing channels are narrow.
3.3 Opportunity
(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 the competition;
(2) The rapid change of consumer taste.
It can be seen 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 refined. Essence 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 enterprises at this stage, measures to operate management of jewelry enterprises

(1) From the perspective of strategic decisions, small and medium -sized enterprises must use it to use Focus on strategic enhancement of core competitiveness.
Stime 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 enterprises should pay attention to "cultural jewelry", pay attention to the art and cultural added value of jewelry and jewelry, tap the "differences" of enterprises and products, establish new corporate marketing Communication orientation, based on the brand as the basic communication tool, shape the brand with vitality.
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. The professional manager system allows people outside the family to participate in business management;
2 sounds a sound system and standardized behavior;
3 improves the organizational structure and establishes the business supervision mechanism;
4 is based on long -term goals;
5 Stabilize the team and the dividend to mobilize the enthusiasm of employees;
6 makes the company a learning organization;
7 establishes 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; and in a certain market impact on a certain market impact For regions, some promotion and promotional 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.
(5) From the perspective of scientific and technological innovation, enterprises must change their concepts, implement innovation, and cultivate talents on the spot, laying the foundation for enterprises to take the road of scientific and technological innovation.
The comprehensive view of my country's jewelry industry. Many enterprises have small scale, lack of funds, single product varieties, low quality, and have the characteristics of scattered and unstable. After joining the WTO, it is objective that our enterprises should be innovative in organizational structure. Therefore, the relevant industry management departments must change our concepts, coordinate steps, develop together, strengthen our own economic strength and competitiveness, implement the "strong" union, and take the intensive and large -scale development path. Make full use of my country's low labor force and the advantages of traditional jewelry processing technology, implement product innovation, processing technology technology innovation, and corporate marketing management innovation, reduce production costs and marketing costs, and gradually expand the scale of operation to enhance the international market The competitiveness is to survive and develop in competition, thereby accelerating the adjustment of my country's jewelry industry structure and the improvement of overall quality.
The premise of taking the road of innovation is to have a large number of professional and technical talents. In the era of global economy integration and the initial emergence of the knowledge economy, vigorously promote scientific and technological progress, cultivate jewelry design, processing production, marketing and enterprises Professional and technical talents in management have become the top priority to further develop my country's jewelry industry. Therefore, cultivating our own jewelry design talents, processing producers, marketing and corporate management talents in our country, creating a supporting one who understands gem identification, design and production, but also knows management, business strategies, and economic policies; Innovative talents with awareness of competition and innovation, and being able to endure hardships and social responsibility are an urgent task facing the company.