Study Of The Jewelry Enterprise’s Marketing Strategies

With past three decades of rapid development,the chinese jewelry market has had a certain.scale.Since the1990’s,The gross sales have been rising by double-digit rate. In2011the jewelrysales in China jumped40%to380billion yuan.Our jewelry industry began to develop actually from reform and opening up,although jewelryindustry in china is very old.In the development process of three decades, industry structure andconsumer preference have changed many times,meanwhile many companies got in andout.Currently the jewelry market has showed some new characteristics: the market is becomingmore concentrated and the market share of strong brand has got more higher; the motivation offlaunting and showing identity is the most important;the market share of gold jewelry is upobviously after the international financial crisis;the product quality turns bit better;the strategy oflow-prices sales has quit by many strong brands;online sales become more and morepopular;brand competition is the main stream market.Ideal jewelry company have been expanding with a lot of marketing flexible strategiesimplementing,which is classic representative of small and medium-sized jewelry enterprises. Thecompany expanded their markets through the chain operations with the advantage of theirprocessing factory,whose primary target markets was second-and third-tier cities.Their mainstrategies include inviting image spokesperson,various media advertising,event marketing andcharity marketing.Internal and external environment of the company were analysed useingSWOT analysis method.The marketing strategies which should be paid attention by Ideal jewelry company and otherjewelry companies have been put forward,based on the analysis of the jewelry marketcharacteristics and the marketing current situation of Ideal jewelry company.And event marketingstrategy has been studied thoroughly,...