E-commerce (Internet Marketing) The Application Of The Jewelry Industry In China And Research

Since the twenty years’development, China has been the biggest consumer market of platinum and emerald, the fourth one of gold in the world, and the biggest consumer market of diamond in Asia. Jewelry industry has been the third hottest consumer industry. With the more and more rational consuming psychology of the consumers, the competition in jewelry industry is expanding and becoming fierce. At the same time, as the social development of China and the maturation of electronic network, electronic commerce has gradually been accepted by people, and become part of people’s work and life. It has been a hot issue in the circles of jewelries that how the jewelry industry of China adapts itself to electronic commerce, the entirely new mode of sale, and develops this method. Through a detailed investigation, analysis and study on the jewelry industry of China and the development of electronic commerce in it, the thesis proposes some strategies and suggestions aiming at developing electronic commerce in internal jewelry industry so as to push forward the development of the whole internal jewelry industry.Setting about the current development state of internal jewelry industry, the thesis first analyzes the opportunities and menaces that the industry faces, and explores the bottleneck problems in its development and the universal problems in current internal jewelry industry. And then the thesis makes an analysis of the development and current situation of electronic commerce in internal jewelry industry, and further puts forward that electronic commerce is the only way to achieve low cost and high expansion of jewelry industry of China in the future. In addition, through the analysis of the success experience of the world-renowned jewelers’electronic network marketing strategy, the author illustrates the causes that why it’s difficult to popularize electronic commerce in current internal jewelry industry, and gets some illumination to develop electronic commerce and network marketing in jewelry enterprises. Finally, taking TW Company as a case, the author analyzes the background and operating strategy of its electronic network marketing for palladium jewelries, and shows how TW Company conducted this marketing mode, and thus systematically concludes some solutions and suggestions on the electronic commerce development of internal jewelry industry.The main opinions on developing electronic network marketing in home jewelry industry:1. Electronic commerce is the only way to achieve low cost and high expansion of home jewelry industry.2. It’s necessary to make a concrete division of electronic markets of jewelries and an accurate location of the products.3. To develop a profit mode and marketing strategy on the basis of company’s advantages.4. To fully realize the important role that price advantage plays in current jewelry electronic commerce.5. An excellent match between real stores and virtual stores will be a new trend of the development of jewelry electronic commerce in the future.The innovation of the thesis lies in the author’s empirical study on the operating mode of TW Company’s electronic network marketing for palladium jewelries, the comparative study on the successful cases of overseas jewelry companies’electronic network marketing, and the practical solutions to the problems that electronic commerce faces in the home jewelry industry.