Research On The Marketing Strategy Of G Company

Domestic gold market has been maintained a high growth rate since it was officially opened to residents in2002, market competition and gold enterprise evolution has become increasingly obvious. Facing the industry profit lower, brand competitiveness to be enhance, market concentration rising trend, domestic gold enterprises will face a "reshuffle". If they don’t experience from traditional scale efficiency to brand efficiency, not completed by the traditional management pattern to own brand terminal marketing era, they will unable to adapt to rapidly changing markets and eliminated rapidly. Correct selection of segmentation and target market positioning is imperative.Based on the study of G company as an example, through a large amount of data collection and market research, combining with related marketing theory, the article carried on the thorough analysis to the gold enterprise marketing strategy:Firstly, it reviewed the gold market gradually open and increasingly competitive process, describes the contradiction between the consumer demand diversity and serious gold product homogeneity, and the loss of corporate brand value. It analyzes the external policy, economy, technology and customer needs, opportunities and threats the G company facing, analyzes the advantages in financial strength, sales channels, production processing and research and development capabilities, quality control capabilities and disadvantage in terms of internal management of G company itself.Through the SWOT theory of system analysis, the article summarized the fast growth strategy for G company to use the internal advantage at external opportunity; Secondly, on the basis of analyzing the present situation and problems of marketing mix such as G company product, price, channel, promotion and brand etc, further clarify the criteria of gold market segmentation and G company’s target market positioning, determine the subsequent G company marketing mix strategy:marketing focus on second-and third-tier cities, differentiation marketing strategy according to different category product, strengthen quality management, enhance research and development ability and service quality, form a scientific and systematic pricing system, speed up channels construction such as the brand stores, Banks agent and e-commerce channels, reasonable utilization of sales activities and advertisement promotion to make G company’s own brand value. Because family business is more in the domestic gold market, management is not standard and present situation of information asymmetry, even more difficulty exist in analysis. Innovation point of this article is:fully combed for domestic gold enterprises, systematic analysis of target market positioning, it sums up the way for the the collection of production, the wholesale, retail services, investment and brand of gold enterprise to make use of its own resources to enhance its core competitiveness, create brand value on the current situation of the the current heated competition.