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Carrefour jewelery company direct sales business model three-dimensional design

Author: HouZhiHua
Tutor: ZhengChuanJun
School: Central South University
Course: Business Administration
Keywords: Jewelry Three-dimensional direct TV Shopping Online Shopping Experience Store
CLC: F426.8
Type: Master's thesis
Year: 2008
Downloads: 380
Quote: 1
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Abstract

Carrefour jewelery company was founded just over one year retail jewelry business, now in its infancy, facing many difficulties , the business model uncertainty . This paper for the jewelry industry, internal and external environment analysis and compare the characteristics of the existing business models , and ultimately choose a suitable jewelry Carrefour long-term stable development of the company 's business model and its building program . Carrefour jewelry external environment facing the company are: a large group of consumers , gold jewelry consumption growth momentum strong, China has become Asia's largest and the world's largest diamond consumer market for platinum and other favorable opportunities ; also facing fierce competition from big brands , own-brand market awareness is low, benefit by a single channel and other unfavorable factors influenced threat . Company's internal environment is: a certain profitability, established a relatively stable sales network television shopping industry , with good industry relations resources and other advantages ; while companies face limited capital , inventory pressure, personnel structure and the company's poor management and other disadvantages . The four existing jewelery retail business model is : single retail jewelry store , jewelry store chains , TV shopping, online shopping. They have their own characteristics, but no single model can not meet the development of the company Carrefour jewelry demand , therefore, Carrefour has selected three-dimensional direct sales jewelry business model . Through television shopping to expand their brand awareness through online jewelry stores to display and sell their goods through the establishment of the office inside the store experience to consumers of psychological safety and consumer confidence. They Trinity, mutual coordination and the organic integration of multi-channel direct marketing . Finally, the article on the construction of three-dimensional direct sales business model and implementation of measures put forward a more detailed program . Hope that this research can pair interested in engaging in the retail jewelry business practitioners and those who are about to enter a certain reference value.

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