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一、饰品市场背景分析近年来,饰品行业在全球范围内越来越显示出它巨大的市场发展空间。无论从男性或女性对待饰品的要求来看,还是从饰品占所有服饰类的比重来看,饰品行业都有着一个... 一、 饰品市场背景分析

近年来,饰品行业在全球范围内越来越显示出它巨大的市场发展空间。无论从男性或女性对待饰品的要求来看,还是从饰品占所有服饰类的比重来看,饰品行业都有着一个美好的未来。与此同时,这种趋势不是盲目性的,而是有着明显的针对性的:市场潮流、可爱、提高个人气质等。饰品行业是一个发展迅速的行业,在短短的几年中,饰品已脱离了高雅端庄的局限性,更多的是闪耀在无限的休闲场合,以及融入日常生活中,为无论是男性或是女性带来无比自己的无尽活力。

随着中国经济社会发展和人民生活水平的迅速提高,饰品行业在中国的发展也非常迅速。饰品在一个国家或城市的发展水平如何和许多因素有关。如人均GDP;人均收入支出情况;购买的途径以及重视饰品的程度等。近年来,随着中国的入世并融入环球经济,中国的饰品行业也随之加速,越来越多的国际商家以加盟连锁的各种方式加入到中国--这一巨大的潜在市场。使中国的饰品市场呈现出前所未有的纷繁景象。

二、 银饰品的市场现状与发展

在中国,一些城市几年前就开始有一些商家瞄准了国内市场银饰品的空白点。银饰品的消费主要对象指向为30岁左右人群,因为它的价格优廉,消费起来并没有像黄金、玉器、珠宝首饰那样所承担巨大的经济压力,加之年轻人对饰品的热度短暂,追赶着潮流,中国的饰品业态更新换代非常之快。

在中国,银饰品的销售目前主要有两种方式,一是店面销售,二是网上销售。网上销售模式虽然规模还小,但比店面销售发展速度更快,相应也给店面销售造成了较大冲击。虽然如此,但由于银饰品的手感、质感、衣物匹配、试戴等特性,由于存在于一个材质性与售后服务性,所以大部分人群依然倾向于面对实物交易方式---店面销售仍是主流销售放式。

中国银饰品行业竞争激烈,尤其是许多的国外古老而知名品牌相继进入中国市场后,竞争态势更加剧烈,例如:国际一度被评为最昂贵的银饰品牌Tiffany在2001年进入中国市场;国内连锁银饰品海盗船,周大福等。 而Tiffany的进驻风格就是优雅经典、创新精神,而海盗船的风格则是使用古典风格。各个店面的风格各异是各个商家和品牌长存的重要因素,同时也决定了消费的人群不同。

为了进一步了解年轻一代对银饰品的需求、习惯等,为雇主提供决策参考,我们依据雇主之要求,对上海市场的年轻(重点是80后)一代,进行了随机抽样调查。

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pkq_kitty
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First, the accessories market background analyzes
In recent years, the accessories profession globally more and more demonstrated its giant market development space. Regardless of treats accessories' request looking from the male or the female, accounts for all clothing's class proportion looking from the accessories, the accessories profession has a glorious future. Meanwhile, this tendency is not blind, but has obviously pointed: The market tidal current, lovable, enhances individual makings and so on. The accessories profession is a development rapid profession, in the short several years, the accessories has been separated from the lofty solemn limitation, what are more is the sparkle in the infinite leisure situation, as well as integrates in the daily life, for, regardless of being the male perhaps the female brings the incomparable own inexhaustible vigor.
Along with the Chinese economic society development and living standards' rapid enhancement, the accessories profession is also rapid in China's development. How do the accessories and many factors concern in a national or the urban level of development. If average per person GDP; Per capita national income disbursement situation; The purchase way as well as takes accessories' degree and so on. In recent years, and integrated along with China's being WTO entry round the world economically, China's accessories profession also along with it acceleration, more and more international businesses allied the chain-like each way to join China--This giant potential market. Causes China's accessories market to present the unprecedented complex scene.
Second, the silver accessories' market present situation with develops
In China, some urban several years ago started to have some businesses to aim at the domestic market silver accessories' blank spot. The silver accessories' expense main object direction is about 30 years old the crowd, because its price superior inexpensive, expends has not looked like the gold, the jade carving, jewellery ornaments such to undertake the huge economic pressures, the young people are in addition short to accessories' heat degree, are pursuing the tidal current, China's accessories industry condition renewal extreme quick.
in China, the silver accessories' sale mainly has two ways at present; first, shop front sale; second, on-line sale. Although on-line sales model the scale is also small, but is quicker than the shop front sale development speed, also gave the shop front sale to create correspondingly has attacked greatly. For all that but because silver accessories' feel, the sense of reality, the clothing match, try to wear and so on characteristics, because exists in a material quality with post-sale ministrant, therefore the majority of crowds still favor in face the barter way---The shop front sale was still the mainstream sale puts the type.
The Chinese silver personal ornament conduct industry competition is intense, particularly many after overseas ancient and the well-known brand enters the Chinese market one after another, the competition situation is fiercer, for example: International was evaluated once most expensive silver personal ornament brand Tiffany to enter in 2001 the Chinese market; Domestic chain-like silver accessories pirate ship, Zhou Dafu and so on. But Tiffany enters and is stationed in the style is the graceful classics, the innovative spirit, but pirate ship's style is the use classical style. Each shop front's style varies is the important attribute which each business and the brand exist forever, simultaneously had also decided the expense crowd is different.
To further understand that the younger generation to the silver accessories' demand, the custom and so on, provides the policy-making reference for the employer, we rest on request of the employer, after the Shanghai market young (key point is 80) a generation, has carried on the random sample.
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First, ornaments market background analyse in recent years, ornaments trade demonstrate its enormous market development space in the world. No matter the demand for treating the ornaments from man or women is seen, according to proportion of ornaments to dress, ornaments trade all have a bright future. Meanwhile, this kind of trend is not blindness, but there is obvious pertinence: Market trend, lovely and improving the personal makings etc.. The ornaments trade is fast trades of a development, during short a few years, the ornaments have already broken away from the graceful and dignified limitation, mostly glitter in the limitless recreation occasion, and incorporate in daily life, for no matter endless vigor more in man or women. With the improving rapidly of China's socio-economic development and living standards of the people, the development in China of ornaments trade is very fast too. How the development level in a country or the city of ornaments is involved in a lot of factors. Such as per capita GDP; Expenditure situation of the per capita income; Degree of the way to buy and attention ornaments,etc.. In recent years, as the entry to WTO of China incorporates global economy, the ornaments trade of China accelerates thereupon too, more and more international trade companies join to China in various kinds of ways to join the chain --This enormous potential market. Make the ornaments market of China demonstrate the unprecedented numerous and complicated scene. Second, market current situation and development of the silver ornaments are in China, some cities began to aim at the gap of the silver ornaments of domestic market in some trade companies several years ago. The main target of consumption of the silver ornaments points to the crowd as about 30 years old, because its price is excellent and cheap, do not have enormous economic pressures born like gold, jade article, jewellery to consume, in addition young people are transient to the temperature of the ornaments, is catching up with the trend, the ornaments achievement state of China is updated very fast. In China, the sale of the silver ornaments has two ways mainly at present, first, sell the shop, second, online spending. Sell mode on the net though even little scale, but than sell development speed to be quick the shop, corresponding to give the shop is it is it bludgon into greatly to lead to the fact to selling too. Even so, but because silver ornaments feel, feel, clothes match, characteristic of trying on etc., because exist in a material and service after sale, most crowds still incline in the face of the barter way ---Sell it is mainstream that sell the setting free type the shop. China silver ornaments trade competition fierce, especially abroad old and famous brand enter after the Chinese market in succession, the competition situation is more violent, for example: World is chosen as the most expensive silver decorations brand Tiffany and entered the Chinese market in 2001 for a time; The silver ornaments sea rover of domestic chain, Zhou Dafu,etc.. And to garrison in style graceful classics, initiative spirit, but the style of the sea rover is to use classical style Tiffany. It is the important factor that each trade company and brand live forever that it is distinct in style each shop, determined at the same time crowds of consumption are different. In order to understand the demands for the silver ornaments of younger generation, get used to etc. further, offer decision to employer to consult, we are according to the employer's demand, it is young to market of Shanghai (focal point is after 80) A generation of, has carried on the random sampling investigation.
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