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Talk about marketing to launch the Chinese diamond market thesis keyword: marketing Chinese diamond market gold guidance consumer success case Dai Bils jade culture jadeite jewelry industry thesis Abstract: As Mr. Wu Qing said in this article, China's traditional jewelry industry is gold and gold and gold and gold and Emerald is mainly, diamonds are hardly recognized by people. Starting such a "out of reach" market demand is a big move to see skills. Derms did and do well in starting the demand and guiding consumption, because they were professional. We can learn and interpret it as a successful case of the jewelry industry marketing. We also have more markets to start, such as the traditional Chinese gold consumer market, the jade cultural market, and so on. The development of China's diamond industry is inseparable from the correct marketing strategy. It has gone through the four stages of image marketing one -category marketing one product marketing one brand marketing. Always guided the diamond industry to mature because of the guidance. one. The pilot of Lu Xiawen Xiamen has been successful in the traditional jewelry industry that has been successful in China. Even after the implementation of reform and opening up in my country. Jewelry market gold and emerald still account for absolute advantages. Another small part of the red Sapphire sold, and diamonds are almost not known for people. Diamond jewelry retail is mainly sold in banks and gold shops, friendship stores, and overseas Hui Stores. Jewelry dealers engaged in retail only have a small amount of diamond jewelry due to uncertain market size and the main business of jewelry dealers is retail of gold jewelry. Therefore, the diamond industry itself cannot talk about the concept of any marketing. At that time, Daibels made a tentative marketing investment in Xiamen, Fujian. Advertisement of playing wedding diamond jewelry on Xiamen TV. And publishing public relations articles on the relevant magazines to introduce the source of diamonds, history, etc. Diamonds were quickly accepted by consumers with advanced conscious consumers to become the first consumers who have a wedding diamond ring. These consumers play a role in silent propagandist. People gradually agree. Diamonds are very valuable accessories, very distinguished accessories, and have special jewelry. Second, image engineering "created the basic trade of the diamond industry through Xiamen effectively tried. Dobels began large -scale marketing in the mid -1990s. At this stage, the marketing strategy was to represent the overall marketing of the entire diamond industry to establish The image of diamonds increases the overall demand of consumers for diamonds. Taking the advertisement of wedding diamond ring as the starting point. It has played a wedding diamond ring advertisement on CCTV and some important provinces. Graphic ads. Marriage diamond ring advertisements have played a good role in supporting the entire diamond industry. The foundation of becoming the diamond industry. While conveying "the emotional significance of diamonds" to consumers, Dobels cooperated with the country promulgated on May 1, 1997 Diamond grading standards. Effectively educational work. On the one hand, industry training is carried out in the industry. Lsmori has trained the basic knowledge and sales techniques of China's major cities in China. Quality issue. On the other hand, through the distribution of 4C data in the store, the public relations articles of public media introduce the history and legends of diamonds to consumers, evaluate the 4C basic knowledge of diamonds and the purchase skills of diamond jewelry. The concept of imported products. This way, diamonds are no longer a simple jewelry but a gift that can pass on love. The establishment of the national standards sets the credibility of diamonds to make consumers have full confidence in the diamond and the diamond industry . All of this. It has established the "unique" image of diamonds, laying a solid foundation for the further development of the diamond industry. Three. Classified marketing meets the demand for diamonds in different consumer groups in the 1990s. . At the same time, consumers' demand for diamonds is also increasing. Differential formation has formed different consumer groups. In order to meet the needs of these different consumer groups. It must be targeted to classify marketing. Characteristics of the Chinese market. Simplicate the Chinese diamond market as the "wedding diamond ring". "" Female Diamond "and" Men's Diamond Towers "for marketing separately. The concept of gift "gifts deeply penetrates the rate of marriage diamond rings in major cities. The ownership rate of individual developed cities (such as Shanghai) is close to developed markets such as Japan. Giving gifts to wedding diamond rings in many places has become tradition." Women The marketing strategy of diamond jewelry "Diamond expresses women's confidence" to ask the lifestyle and taste of these modern women who are good at accepting new things with the gloriousness of diamond fashion. Encourage them to buy diamonds for themselves. Because the scope of promotion is large, so far "Women's Diamond" "Jewelry Sales has become the leader of the Chinese diamond jewelry market. And" men's diamond jewelry "" diamond represents the success of men's career "as demand. But because the timing is not yet mature. Withdrawn from the year. Fourth, product marketing directly guides the market to sell Dabiez's large -scale marketing in China The tropping retail industry has formed a basic pattern. But because the Chinese diamond market is still in its infancy. The proportion of diamonds is still very small for marketing activities for diamonds. Some jewelry dealers have begun to start marketing activities, mainly using price promotion methods, far from entering the real marketing field. Consumers' demand for diamonds far exceeds the development of the market. There is seasonality. The marketing strategy of fashionable personalized products is called out. Year 1999. Daibels joined Shanghai for the first time. 15 jewelry dealers in Beijing have launched the "summer gravity" promotion activity based on diamond pendants. A series of products with the theme of "Summer Gravity". The purpose of attracting young urban women to buy a lot of success. Later "color" series women's diamond jewelry. "Diamonds caused by diamonds" series diamond pendant promotion activities, Valentine's Day "Moonlight" series. They are guided by consumer needs. Successful cases of product marketing with fashion products as the main demand. Get a good market benefits. Promote the further maturity of the diamond industry. 5. After more than ten years of development in the new era, the diamond industry in the new era has formed a large -scale jewelry retail team. Although some national or regional brands have been formed in the retail market, there are some national or regional brands. Wide market coverage and market share. Due to historical reasons and policies. These brands have not yet been positioned in the brand image of people's hearts. The reason is that there are "four lacks": lack of diamond jewelry brands with considerable sales scale. At present, the market share of Diamond Jewelry of Large Brands is only about 1 %. Unable to organize large -scale marketing planning. Lack of effective marketing methods. Market competition is mainly concentrated in the quality of diamonds and retail prices, such as emphasizing the clarity level and color level of diamonds. As a result, everyone emphasizes VS_VVS clarity and H-I color. The real discount space for the price is also very limited. Professionals who lack marketing. Even if you have a good strategy. There are often no good professional planning and execution. Lack of long -term comprehensive brand strategies. Jewelry dealers often ignore fundamental product positioning and brand building. There is no long -term comprehensive strategy to protect. Make many activities or surfaces. Or try to stop. Do not impress consumers. in the mean time. China, a huge market with 1.3 billion consumers, has also made jewelry merchants from all over the world yearn for. In addition to some internationally renowned brands, the jewelry dealers in Hong Kong and Taiwan have given full play to their historical advantages of the same, the same culture and the geographical advantages of near the water tower. It is fully displayed in this market in the mainland. so far. The well -known jewelry dealers in the Hong Kong Special Administrative Region basically transferred the strategic center to the mainland. Intervention of well -known overseas brands. On the one hand, the competition in the domestic market is more intense. on the other hand. It has also forced domestic jewelry dealers to carefully consider the importance of successful marketing to the development of enterprises through continuous learning and exploration. Find a marketing strategy suitable for its own development. In this context. In recent years. Many domestic brands are expanding market share. Start trying marketing methods at all levels. From TV image advertising to the theme product promotion. From a unified CI image to careful planning public relations activities. Received a good effect. 6. In the future, help domestic jewelry dealers establish its own brand in 20O1. DTC Diamond Trading Company officially undertaked Diamond marketing of the Global Market of Daibels Group. As a subordinate company of Derbis. Its responsibilities-one of them is the capable downstream merchant for supporting the diamond supply line. Establish a strong brand image. So as "sell" diamonds better. The change of DTC's identity also marks a new role in the development of the Chinese diamond industry: it must not only be committed to the overall expansion of the Chinese diamond retail market as always. It also focuses on helping domestic jewelry vendors to establish its own brand. DTC thinks. In the field of high -end luxury goods. The brand has extraordinary power. Such as the perfume industry. The watch industry and other leading industrial development are led by brand. In a word. The brand can bring a whole new one to this industry. Maybe it's the leap of "quality". from now on. DTC Diamond Trading Corporation will be carried out in two levels in China on the theme of brand. The first stage. Implement the market segmentation of personalized product promotion strategies. Cooperation and use through ready -made advertising materials. The coverage of its marketing is further extended to second -tier and even third -tier cities. At the same time, the extension of existing promotion brands, such as the concept of "Diamonds is a special gift for love" on the basis of the existing wedding diamond ring advertisement and promotion. Essence In the category of women's diamond jewelry. Then continue to push the product based on diamond pendants. Encourage women to buy diamond jewelry themselves for themselves, and use this to drive the overall growth of the women's diamond market. second stage. Brand marketing strategy. Through cooperation with important jewelry dealers in various places. Strengthen brand establishment and improvement of marketing, including. Provide professional training. Provide professional advertising, propaganda, and public relations materials for jewelry dealers. Encourage jewelry dealers to participate in marketing activities. At the same time, the ready -made advertising materials of DTC Diamond Trading Company help jewelry dealers to improve the effect of advertising and marketing. Assist jewelry dealers to establish a good brand image and enhance the core competitiveness of the brand. Assist jewelry merchants to establish contact with upstream customers, develop products with the characteristics of the brand itself, and conduct special marketing support for "1" 7. In the next few years, China's diamond retail industry will enter the rapid growth period. . A group of domestic brands with competitive ability will be consciously. Effective marketing activities. Expand their market share in China. And drive the sustainable development of the Chinese diamond jewelry retail market. DTC is willing to make greater efforts for this, Seeking common development. Reference:/html /// 2010/0414/192321
Analysis of my country's diamond sales and per capita income
Abstract: As people's living standards increase, people
The consumption of diamonds is also increasing. Articles mainly study
The national per capita income of diamonds to diamonds The impact of annual sales.
ADF unit root inspection, EG co-analysis and movement
mart economics model, GRANGE causal relationship testing, etc. The relationship between income and the total consumption of diamonds is entered
The analysis of measurement economics.
The keywords: co -consolidation theory; ADF test; Almon
lagging model; Granger test
. Introduction
With the development of my country's economy, people's living standards r The improvement of N, jewelry and other luxury goods have gradually entered the life of people
, and the increase in income will naturally promote the consumption of pearl
. A major category of sex-diamonds are research objects, benefits
using data from 1990-2007 to do a
Empirical research. We will use the combination theory developed by the 20th century
. Dynamic economic models to
The trial to obtain specific diamond consumption equations and conduct
quantitative analysis, explore my country's diamond year consumption Amount
(hereinafter referred to as diamond consumption y
t
) and the annual per capita
income (hereinafter referred to as per capita income x
t n) n) R n's economic relationship.
. One yuan linear of per capita income and diamond consumption
Return (OLS method)
The relationship between the per capita collection of Chinese residents
According to the volume of the yearbook of the "China Unification
Yearbook", the data of the national
The data in the industry and the industry in the industry
R n and diamond consumption have grown slowly. Starting from
in 2002, the growth accelerates, and the increase is obvious. It can be seen that the average income and diamond consumption of human
have always maintained simultaneously, but r In N2002, the priority of the previous growth of the two people was tight.
has begun to expand the gap between income and consumption in 2002, but it can still maintain a common growth trend. Its
has the same trend of numbers. From the
of the two can clearly see the trend of the same direction,
Couple through EVIEWS3.1 can be known:
Grangjie test description: 80.8%of significant water r r r r r r r r r r r r
believes that LX is the reason why LY
t
, that is, the increase in per capita collection
is the reason for the increase in diamond sales.
5. Conclusion
1990-2007 years, per capita income is not related to diamonds
The stone consumption does not have a coordination relationship, that is, there is no balanced relationship between
. However, in the long run, the increase in per capita income has an important impact on the growth of diamond consumption.
If to increase diamond consumption, only people who increase people
average income.
The dynamic lagging regression equation ② can know that when people
, when the average income is 0, the consumption of diamonds is -33.92093,
The actual economic significance. In the regression equation, the number of X
0.04378 is a short -term (period) multiplication, which means that when the per capita income of the current
is increased by 1 unit, the diamond sales will increase by 0.04378 units. -1), X (-2), X (-3)
's coefficients are dynamic (delay) multiplication, which reflect the per capita of
lags first, lag, and lag. Each unit is added with
. Diamond sales will decrease
less 0.06316, increased by 0.07362 and decreased by 0.04606
. The sum of these 4 coefficients is 0.00818 is
long -term (equilibrium) multiplication. Generally speaking, due to lagging effects
, when per capita income increases by 1 unit, diamond sales
sold on sale The average total increase of 0.00818 units. You can see
. With the increase in income, diamond consumption will increase accordingly.
The dynamic economics model of diamond consumption and per capita income
for the dynamic economics model of diamond consumption and per capita income. ) The lagging model provides some references for how consumption in the jewelry industry in my country
The consumption increases with the increase of national income.
References:
1, Pan Provincial Chu. Merit Economics [M]. Chinese People's
University College Press, 2007.
2, Guo Cunzhi, etc. R n Method · EVIEWS Application [M]. Science Press, 2008.