DA Jewelery Marketing Strategy Optimization

With the sustained and rapid economic growth, residents’ average disposable income per capita GDP and the national levels of consumption continue to improve, modern lifestyles and changes in consumer attitudes, have made the world all kinds of luxury consumption hot spots has been gradually to the level of economic development higher first-line transfer of large cities, and gradually extended to the second and third tier cities. Abroad all kinds of jewelry luxury goods have entered the Chinese market, many brands is beginning to show between the competitive state of affairs, the choice of marketing strategy competition the key to success.Were reviewed and summarized related marketing theory, analysis and production of jewelery, such as DA as the target of jewelery, luxury marketing strategy optimization problem. Firstly, the problems of the DA in the marketing strategy, a detailed analysis, summed up the shortcomings of the marketing strategy proposed DA to really based on the Chinese market, seeking to develop marketing strategy optimized recommendations.Following detailed analysis of the external environment and internal factors, combined with the DA’s own characteristics, a lot of market research, carried out a questionnaire sample survey in the form of telephone interviews, mail interviews, to obtain a large number of sample dataon this basis, has the use of factor analysis, cluster analysis, Analytic Hierarchy Process, principal component analysis and other analytical methods to obtain the sample data for detailed analysis.The first cluster analysis to determine the DA face of the target customer groups and market segments, followed by a key factor in the DA’s marketing effectiveness analysis, and found the most important factors that need to make improvements. The application of modern statistical methods, making marketing decisions adopted in this paper to optimize the choice of adequate scientific basis and accuracy, the question arises DA need to strengthen the branding, the recommendations of the rich marketing tool, and specifies the corresponding optimization strategy. Analysis of the demand for gold jewelry class luxury products, the DA jewelery products, market positioning, marketing strategy, branding strategies.Finally, the DA’s marketing strategy optimizing selection, and results were evaluated to identify the problem and the reason for the continued optimization of the marketing strategy and program.