Research On The Marketing Strategy Of Qiao Jewelry Company

Since the reform and opening up,the jewelry industry has experienced vigorous development.In 1980,jewelry enterprises in China totaled less than one hundred,and in 90 s and the beginning of the new century,the scale of the market continues to expand,an average annual growth of 10%,the number of employees is also more than 2 million.In recent years,with the international brand jewelry,jewelry industry increasingly fierce competition,domestic small and medium-sized jewelry enterprises in is not passively waiting for consumers,but to take the initiative to study consumer psychology,to meet the new demands of consumers,the formation of different consumption levels of the new jewelry consumer market,the buyer's market gradually formed.With the rapid development of China's economy and the increase of disposable income of residents,the retail sales of China's jewelry products exceeded 500 billion in 2014.In the second half of 2015,influenced by the economic environment at home and abroad,the jewelry industry fluctuated,and the operating costs of enterprises continued to rise.The traditional jewelry enterprises are facing the pressure of operation.So how do you take a place in the industry? Jewelry companies are also looking for new marketing and profit models.This paper chooses Qiao love jewelry company is modeled,because the Qiao love jewelry company has both the characteristics of the traditional jewelry enterprises in the transition period,and to achieve the perfect transition,can be said to be in the traditional enterprises can quickly make a judgment of the market and business model accurately representative of a new link.The study of jewelry company's marketing model has important reference significance to the traditional enterprise transformation of jewelry industry.This paper mainly through the development and status quo of domestic and foreign jewelry jewelry industry is analyzed,and using the market marketing theory,the Qiao love jewelry company development status of the research on the status quo and future,enterprises may encounter problems are summarized,and finally to Qiao love jewelry company marketing strategy combined with the research results of service marketing put forward some optimized suggestions.The author hopes that through the research of this article,we can find out how the traditional jewelry enterprises should realize the transformation and achieve the momentum of great development in the new economic situation,and have some practical guiding role for the marketing strategy of jewelry companies.Through the analysis of the development process of love jewelry company,this paper draws the following main conclusions:(1)Qiao love jewelry through the establishment of various stages of the goal,basically completed the brand by the establishment,development,precipitation process.Operating capacity is good,by summing up the current stage of operation,there is a certain ability to seize market opportunities to complete brand expansion and upgrading.(2)Through the analysis of the external environment of the jewelry company,we can see that the jewelry industry is still a sunrise industry,supported by the national policy,the market potential is still great,and the competition pattern has accelerated the development and maturity of the industry.(3)Qiao love jewelry company started to explore the management and management of a large number of improvement work,management level continued to improve,but compared with the advanced counterparts in the management,there is still a big gap,and between the goal and the reality gap is Qiao love jewelry company must solve the problem in the future;(4)The future of women,the wedding diamond jewelry market space is huge,market competition is not sufficient,the future to improve the service quality and brand value will be the trend of the development of jewelry industry,from the company's positioning analysis,Qiao love jewelry company in building the brand with the advanced management experience and market positioning analysis,relatively clear objectives for the company to expand market and expand the scale provides a good foundation,to seize the market opportunities in the period of rapid development of the jewelry industry,in the process of market development has laid a certain brand foundation.(5)Through the analysis of the current situation of the Qiao love jewelry company 's marketing,we can see that there are some problems,such as the singleness of the product,the traditional way of pricing,the narrow channel,the traditional way of promotion,etc.these problems will hinder the company's brand upgrading and expansion in the future.(6)Aiming at the existing problems in marketing,the author made and perfected the marketing strategy combination,and added the concept of service marketing on the basis of the original,and carried out brand extension from the perspective of brand upgrading,and the existing resources are optimized and restructured from four aspects,such as manpower,finance,technology and brand,so as to provide resource guarantee measures for the follow-up goals.