摘 要：近几年，随着国民的生活质量水平的提高，食品支出占消费支出的比重在逐渐下降，休 闲娱乐、服饰等的支出占比呈上升趋势。随着消费的升级，国民在满足基本生活需求的基础 上，逐渐增加了对珠宝饰品的消费，成为国民的一大消费热点。从行业数据统计可知，在   2016 年，我国珠宝行业销售收入已达 4405.38 亿元，行业内多个珠宝品类消费总量居世界前列。预计到 2022 年，我国珠宝行业销售收入将达到 13350 亿元，可见其前景十分广阔。 随着“互联网+”以及新零售时代的到来，作为珠宝品类之一的翡翠，也有着相对可观 的销售收入。翡翠行业想要更好地发展下去，就需要不断地创新，了解翡翠消费者需求尤为 重要。本文研究主要对整个翡翠玉石行业的市场环境以及营销现状进行分析，同时以翡翠电商领军品牌翡翠王朝为例，并结合问卷调查数据加以分析。

关键词：4C 理论； 翡翠王朝；营销策略

Abstract：In recent years, as the quality of life of the citizens has increased, the  proportion of food expenditures in consumer spending has gradually declined, and the proportion of spending on entertainment and clothing has increased.With the escalation of consumption, citizens have gradually increased their consumption of jewellery items,and they have become a major consumption hotspot for the people on the  basis of satisfying basic living needs.Statistics from the industry statistics show that in 2016, the sales revenue of the jewelry industry in China has reached 440.538 billion yuan, and the total consumption of jewelry items in the industry ranks among the top in the world.It is estimated that by 2022, the sales revenue of China's jewelry industry will reach 1335.0 billion yuan, which shows that its prospects are very broad.

With the advent of the “Internet accelerated speed”and the new retail era,emerald as one of the jewellery categories, also has a relatively significant sales revenue.The jadeite industry wants to develop better, it needs constant innovation, and it is particularly important to understand the consumer demand of emerald.This paper mainly analyzes the market environment and the marketing status of the entire jewelry industry. At the same time, it takes Jade E-commerce leading brand Jadeite Dynasty as an example and analyzes it with the questionnaire survey data.

Keyword：4C theory； Emerald Dynasty company； Marketing strategy

目 录

1.绪论 4

1.1 研究背景及意义 4

1.2 研究目标与内容 4

1.3 研究方法 5

1.4 技术路线 6

2.理论基础 7

2.1 4C 营销理论 7

2.2 4P 营销理论 7

3.翡翠玉石电子商务营销现状及存在的问题 8

3.1 翡翠玉石市场需求情况分析 8

3.2 翡翠玉石电子商务发展现状分析 8

3.3 翡翠玉石电商营销中存在的问题 9

3.4 翡翠王朝公司营销现状 10

4.基于 4C 框架的翡翠玉石消费者购买情况分析 11

4.1 问卷设计与基本情况分析 11

4.1.1 问卷调查设计 11

4.1.2 问卷基本情况描述