摘要
河南省宝玉石资源丰富,开采利用历史悠久。以市场占有率低、开发价值大的河南省特色玉石资源虎睛石、绿松石、梅花玉、伊源玉、米黄玉为研究对象,在对资源分布及工艺品类型进行调研的基础上,立足市场营销,从PEST宏观和SWOT微观视角出发,针对市场开发策略,分析了河南省特色玉石资源市场开发环境。结果表明:特色玉石资源宝石学特征明显,市场开发的宏观环境较好,工艺品类型多样,自身具备一定的市场竞争力,产品处于市场导入期,建议采用多元化定价策略,结合密集型分销策略,通过玉器专卖店和网络模式进行销售。
With rich and a long exploitation history of gem resources in Henan Province, this paper used the characteristic jade resources in Henan Province for the study, such as tiger eye stone, turquoise,jade plum, Iraqi sources jade and topaz meters which had low market share and a big developing value, based on the research of the distribution of resources and the type of craft, on the basis of marketing, from the PEST macro and SWOT micro perspective for market development strategy, this paper analyzed the market development environment of Henan Province jade resources. The results showed that ： Gemological characteristics of featured jade resources significantly had a good macroeconomic environment of market development,with lots of crafts types which had a certain market competitiveness, recommending to make a wide range of pricing strategy considering the product in the market introduction phase, combined with intensive distribution strategy, sold through jade stores and a network model.
出处
《资源开发与市场》
CAS
CSSCI
2015年第11期1370-1374,共5页
Resource Development & Market
基金
国家自然科学基金项目(编号:41402068)
河南省社科联项目(编号:SKL-2015-1659)
南阳师范学院高层次人才科研启动项目(编号:ZX201300970337)
教学研究项目(编号:2014-14)共同资助
关键词
特色玉石资源
市场开发策略
环境分析
河南省
characteristic jade resources
market development strategy
environmental analysis
Henan Province
