Research On The Services Marketing Strategy Of I Jewelry Company

With the development of economy and people’s consumption level, our country has become one of the few countries that spend more than$10billion on jewelry in the world, as the world’s most important jewelry consumer market.In1980, the total retail sales of Chinese jewelry market is only160million RMB, the average annual growth rate of18%since2010in the Chinese luxury market and becomes the second scale market in2012.The retail sales of jewelry has become more than400billion RMB. And China will become the world’s largest jewelry consumer market in2020. Many entrepreneurs aim at the jewelry market under the background of rapid development. There adds many domestic jewelry brands with the high similarity brand management, no obvious difference between the products, product level is not professional, low price competition, which leads the disorder situation of market competition.In this article, through the analysis of the domestic jewelry market and the introduction of several domestic jewelry brand, according to the company’s existing service marketing strategy of success and shortcomings, using the market positioning strategy and SWOT analysis on the basis of the theory of service marketing combination strategy to build new strategy optimization method. D brand of I jewelry inc develops rapidly in eight years, and attracts the attention of fashionable persons, the market share increases gradually. Facing to the transformation of brand positioning, change into international jewelry luxury brand, enterprises will face new challenges and opportunities.The article puts the8P elements into the service marketing strategy, through the analysis of product, price, channel, promotion, service process, service environment, service personnel and service efficiency and quality elements, especially the latter4P which involves service, to build and optimize service marketing strategy, and advice from building a comprehensive service system, perfecting the organization management system and establishing customer relationship,perfecting training system and incentive mechanism to the effective implementation of the security policy. In order to improve the competitiveness of the brand and enter the international market in the next step.