摘
要
改革开放 40年来，中国经济发展迅速，人民生活水平总体上有了很大提高，基
本的物质生活不再是我们追求的目标，个性化时尚饰品的需求逐步产生。饰品欧亿·体育（中国）有限公司企
业林立，品牌品种日益丰富，消费者的选择面很广，促使饰品市场的竞争越来越激烈，
营销策略的重要性也就日益凸显。面对饰品市场同质化严重的情况，如果想获得持续
发展，进一步提高企业的核心竞争力和综合实力，需要根据不断变化的市场环境及时
优化企业的营销策略。
本文以 MZH饰品店为研究对象，针对性地对饰品店市场营销策略进行了展开研
究，通过运用市场营销相关理论与企业具体实践相结合的方式对饰品店进行深度剖
析。首先，结合 PEST理论和波特五力模型对饰品店进行宏观环境分析和欧亿·体育（中国）有限公司环境分
析。接着，基于 4Ps理论介绍了饰品店现有营销策略以及营销过程中出现的营销效果
不佳的问题，包括销量出现下滑，会员注册率下降，市场认知度低。针对发现的问题，
向店铺注册会员以发放网络调查问卷的方式了解当代女性饰品消费特点、消费理念及
需求。同时，对光顾实体店的消费者观察访谈，基于消费者行为理论分析顾客购买饰
品的消费心理，交流消费者眼中饰品店当下存在的问题。对所获取的相关数据进行实
证分析，从而得出饰品店营销问题产生的原因，为饰品店制定营销优化策略提供重要
参考依据。最后，基于 4Ps理论提出 MZH饰品店在其进行营销策略优化的问题上该
如何构建。通过对 MZH饰品店营销策略分析优化，既可以进一步提升其在市场中的
竞争力，同时又可以为同类型企业提供重要的参考价值。
关键词：MZH饰品店；消费者行为；营销优化策略

Abstract
Over the past 40 years of reform and opening up, China's economy has developed
rapidly, and people's living standards have been greatly improved on the whole. The basic
material life is no longer our goal, and the demand for personalized fashion jewelry has
gradually emerged. There are many enterprises in the jewelry industry, the brand varieties
are increasingly rich, and consumers have a wide range of choices, which promotes the
increasingly fierce competition in the jewelry market, so the importance of marketing
strategy is becoming increasingly prominent. Facing the serious homogenization of jewelry
market, if you want to achieve sustainable development and further improve the core
competitiveness and comprehensive strength of enterprises, you need to timely optimize
the marketing strategy of enterprises according to the changing market environment.
Taking MZH jewelry store as the research object, this paper studies the marketing
strategy of jewelry store, and makes an in-depth analysis of the jewelry store by using the
combination of marketing related theory and enterprise specific practice. Firstly, combined
with Pest theory and Porter's five forces model, this paper analyzes the macro environment
and industry environment of jewelry store. Then, based on the 4Ps theory, this paper
introduces the existing marketing strategies of jewelry stores and the problems of poor
marketing effect in the marketing process, including the decline of sales volume, the
decline of member registration rate and low market awareness. In view of the problems
found, the registered members of the store were given an online questionnaire to
understand the consumption characteristics, consumption ideas and needs of contemporary
female jewelry.At the same time, through the observation and interview of consumers who
patronize physical stores, the consumer psychology of customers buying jewelry is
analyzed based on the consumer behavior theory, and communicate the current problems
of jewelry stores in the eyes of consumers. According to the empirical analysis of the
obtained relevant data, this paper obtains the causes of the marketing problems of the
jewelry store, and provides an important reference basis for the jewelry store to formulate
the marketing optimization strategy. Finally, based on 4Ps theory, this paper puts forward
how to build MZH jewelry store in its marketing strategy optimization. By analyzing and
optimizing the marketing strategy of MZH jewelry store, we can not only further improve
its competitiveness in the market, but also provide important reference value for similar
enterprises.
Key words: MZH jewelry store; Consumer behavior; Marketing optimization
strategy
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