Gold Jewelry Brand Created Study

Now, golden jewelry industry of China facing the severe challenges:(1) Low brand competitiveness. Ninety percent of Domestic gold jewelry enterprises are Small scale, only less than 10% of the market share.(2)Rigid profit pattern. Low profits,design behind,product homogeneity. (3)The market is growing up, national consumption is rising, China's output of the golden and consumption has beyond of the record. Some person think even though face of many obstacles, gold jewelry is becoming the third largest consumption hotspot after housing and car, its sales potential is very tremendous. So, find a breakthrough method to create a strong brand will be an urgent task for China's gold jewelry industry, and must be play an important role in China's economy. The article introduce the development,background,present situation and the obstacles of this industrial. This paper expounds the influence of industrial integration to brand create, analyzed the consumer market and competition situation. From the Angle of creating brand,this paper expounds product, price, place, communication strategy and experience marketing strategy in all.There are five parts. The first part: The introduction. Presents the research background,significance, then illustrates this research perspectives,methods,research,innovation,research framework and finally summarized. The second part: firstly reviewed the evolution of golden industrial revolution of china and describe the present situation. Part 3:Analyze the points of industrial integrative and the influence of golden jewelry industry toward to brand building. Part iv: Analyzed the consumer market and competition situation. From the Angle of creating brand, his paper expounds product, price, place, communication strategy and experience marketing strategy in all. Part 5: the study conclusion and research prospects.The mainly highlights of this study are concentrated in three aspects: First, combining the development background of domestic gold jewelry industry, and puts forward the key point of chain integration and the notes, then dscribe the influence toward to brand created. Secondly, use the authoritative data to analyze the consumer market, find out the two most important reasons to resolve the consumers' behavior, provides the basis for brand building. Finally, ues 4ps theory and experience marketing theory, summarizes the product, price, place, promotion and experience strategy for brand marketing strategy.