摘 要
随着我国的经济的不断的发展，我国已经进入了互联网的时代，并且互联网的发展速度也是非常的大的给人们带来了非常的方便，尤其是加快了电子商务发展，电子商务时代是通过网络进行与客户进行交流与交易他的成本是非常的低的，并且接触的客户的面积也是非常的广的，他替代了原来传统 商业模式通过做广告，就可以让很多的客户知道。比原来的销售模式有很大的好处，这样的话，电子商务发展就会给传统企业造成了很大的冲击。企业可以利用电子商务去宣传自己的产品，以及自己的企业文化，让很多的客户知道。但是他不像传统企业那样做广告花了很多的钱。电子商务是成本是非常的低的，但是效果也是非常的好的。他是非常的方便和快捷的，让客户知道自己的所有的信息。我们知道，传统的珠宝企业，他们是把自己的门店建立在城市，并且通过广告的形式进行传播自己商品的信息。随着电子商务的发展给传统的珠宝企业带来了巨大的冲击。基于这种情况传统的珠宝企业应该采取什么的方式。且面对这种冲击怎么才能够好的发展自己的企业，怎么才能应对这种冲击的同时更好的去发展自己，这是一个值得思考的问题。所以，本文对珠宝电子商务的发展对传统珠宝企业的冲击进行了研究，希望本文的研究成果对传统珠宝企业有所帮助，让他们在这个竞争激烈非常强的市场上能够发展起自己。
关键词：珠宝电子商务；珠宝企业的发展，传统珠宝企业；冲击
Abstract
With China’s economic development, China has entered the era of the Internet, the Internet and the development speed is very large brought very convenient, especially to speed up the development of e-commerce, e-commerce era is through the network to communicate with the transaction cost and his customer is very low, and the customer contact area is very wide, he replaces the traditional business model through advertising, you can make a lot of customers know. Than the original sales model has great benefits, in this case, the development of e-commerce will be a great impact on traditional enterprises. Enterprises can use e-commerce to promote their products, as well as their own corporate culture, so that many customers know. But he doesn’t spend as much money as a traditional business. E-commerce is the cost is very low, but the effect is also very good. He is very convenient and quick to let the customer know all their information. We know that the traditional jewelry companies, they are to build their own stores in the city, and through the form of advertising to spread their goods information. With the development of electronic commerce, the traditional jewelry enterprises have brought great impact. Based on this situation, the traditional jewelry enterprises should take what way. And in the face of the impact of how to be able to develop their own business, how to deal with the impact of the better at the same time to develop their own, this is a question worth considering. Therefore, the development of jewelry e-commerce of traditional jewelry business impact, I hope this research is helpful for the traditional jewelry business, so that they can develop themselves in the fierce competition in the market is very strong.
Key words: jewelry e-commerce; the development of jewelry enterprises, traditional jewelry enterprises; impact
目 录
1绪论……………………………………………………………………………………………………… 1
1.1研究背景…………………………………………………………………………………….. 1
1.2研究意义…………………………………………………………………………………….. 1
2.珠宝行业电子商务发展现状………………………………………………………………….. 1
2.1珠宝电子商务的发展历程……………………………………………………………. 2
2.2 2003年以前，国内珠宝电子商务的萌芽期………………………………….. 2
2.3 2004年-2006年，是中国珠宝电子商务的急剧扩张期…………………. 3
2.4 2014年以后，国内珠宝电子商务的将进入激烈竞争和理性发展期. 4
3.传统珠宝珠宝企业营销模式的冲击……………………………………………………….. 4
3.1改变珠宝企业竞争形态……………………………………………………………….. 5
3.2改变人们传统的消费习惯……………………………………………………………. 5
3.3改变市场营销环境………………………………………………………………………. 5
3.3.1互动性………………………………………………………………………………. 6
3.3.2整合性………………………………………………………………………………. 6
3.3.3直接性………………………………………………………………………………. 6
3.3.4定制性………………………………………………………………………………. 7
3.3.5软营销………………………………………………………………………………. 7
4.传统珠宝企业应对电子商务的策略……………………………………………………….. 7
2.1以信息为中心强化企业管理………………………………………………………… 8
2.2适应电子商务的发展形势，做好企业信息系统的建设…………………. 8
2.3做好与企业营销活动密切相关的信息资源的科学开发和有效利用工作 9
2.4必须高度重视电子商务的安全和可靠问题…………………………………. 10
2.5建立网上交流和交易的手段………………………………………………………. 10
2.6提高职员素质，加快电子商务人才培养…………………………………….. 10
2.7 学习借鉴国外经验………………………………………………………………… 11
2.8循序渐进，注重电子商务化的步骤……………………………………………. 11
参考文献……………………………………………………………………………………………….. 12
辞 谢…………………………………………………………………………………………………… 14
