| In the 1980s, the jewellery industry's entered rapid recovery and development period in china. In 2007, with China's economic development, the improvement of people's consumption level, jewellery is becoming ordinary Chinese people's third-largest consumer hot following housing, cars, and jewellery sales in China in recent years to an average annual growth rate of 10 percent, and China becomes one of the countries in the world's that jewellery ornaments, spending more than 10 billion U.S. dollars. Mainland China consumer groups market potential is very great. Although the domestic jewellery industry developed rapidly, but competition is increasingly fierce, and there are hundreds of jewellery brands and the lack of competition means and the homogenization as one of the serious problems, so that the whole jewelry industry is at a bottleneck in the development. With the Internet and electronic information technology development, third-party logistics and third-party payment platform of gradual improvement, e-commerce platform for building and the realization of online shopping, making jewellery network marketing to become a reality, fashion jewellery network grasp this rapidly developing chance, the network committed to the jewellery marketing.This paper attempts to use marketing and strategic management of the basic theory, through the industry background analysis, ideas and papers on the framework, conjunction with the "2007 National Survey of gold jewellery consumer report" and "China's Internet shopping market research reports," the findings, analysis of China's current jewellery marketing macro environment and micro-environment, a detailed analysis of competition in China's jewellery industry, and consumers purchase preferences, habits and intentions to buy jewellery from networks, using SWOT analysis the basic direction of the network marketing strategy of GEMPOP.com, and market segmentation and target market positioning analysis. The product strategy, pricing strategies, channel strategies and promotional strategies of the marketing mix to make a detailed analysis in order to arrive at the conclusions and recommendations of GEMP0P.com marketing strategy.GEMP0P.com marketing is a new attempt for China's jewelry industry marketing, but also a try of foreign jewellery online marketing localization. If the jewellery products online marketing in recent years to occupy the entire domestic jewellery industry as a percentage of market share, it could become a viciouscompetition jewellery industry from the Blue Ocean Strategy, is the Internet, and also a model of success of the combination of electronic and information technology and traditional industries. |
