Research On Strategic Cost Of Chinese Jewelry Retail Enterprises

In recent years,with the rapid development of jewelry industry in China,the domestic jewelry retail consumer market has become one of the core of global jewelry consumer market.The traditional jewelry retail enterprises,because of the influence of the curing mode,traditional cost driver and so on,make the original channel and product selection mode can not meet the demand of modern consumers for jewelry design,market promotion,etc.Therefore,it is very important to analyze the industry situation and value chain of jewelry retail enterprises,make clear the influence of channel and product selection on strategic cost,to establish the strategic cost management of jewelry retail enterprises and to improve the competitive advantage of jewelry retail enterprises.This paper uses strategic cost management theory and marketing channel strategy theory to analyze:firstly,the whole environment value chain of jewelry industry is analyzed,and the influence of channel and product selection on the strategic cost of jewelry retail enterprises is clarified.Secondly,through the annual report of three domestic jewelry retail enterprises in 2014-2016,the channel and product selection and the corresponding cost characteristics are analyzed,further prove the influence of channel and product selection on the strategic cost of jewelry retail enterprises.Through the analysis of the financial data of the major jewelry retail enterprises in the past three years,we can see that the choice of different channels and product strategies of jewelry retail enterprises on the strategic cost of enterprises are different;The market competitiveness and profitability of different channels and product selection strategies are different.We can see that the traditional street model to the cost of enterprises is increasing,but with the change of people's consumption patterns,the benefits are gradually reduced,and large shopping malls,shopping mall business development gradually written into the mainstream of modern consumer spending patterns;And in recent years,thanks to the development of the internet economy,and the emergence of young consumer groups,people 's consumption patterns will change to a new way,the traditional retail model will gradually become a " mouse + cement"marketing channels,and gradually to the development of e-commerce marketing model.Jewelry retail enterprises to deal with marketing channels for in-depth analysis,combined with their own products and advantages of resources,the use of suitable channels and product selection strategy for enterprises to bring about market competitiveness,to obtain sustained competitive advantage,in the new economic form,to achieve steady growth of enterprise profitability,improve market competitiveness.This article is mainly through the jewelry retail industry channels and product selection on the impact of strategic cost analysis,in order to provide the basis for the follow-up jewelry retail enterprise management and product innovation.