The Marketing Strategy Research On I DO Jewelry In Northeast Market

With the increase of national income and the changing demand of consumption concept,Jewelry,as a light luxury product,has the duality of preserving and wearing it.It is becoming more and more popular with consumers.In recent years,the jewelry consumer products,represented by diamonds,have become the third biggest consumer hot spots of the Chinese people after the real estate and cars.Shang Ding Group is a diversified,multi-faceted cross regional comprehensive enterprise,which is mainly based on its own brand development and well-known international brand agents,integrating real estate,equity investment,chain catering and brand investment.In May 2009,Tian Yi jewel formed a strategic alliance with the Hengxin diamond organization and is currently the largest strategic partner in Hengxin.But there are still some difficulties in the company's marketing process,such as the low speed of product classification,and lack of regional differences in marketing mode.This article chooses the I Do brand of the Shang Ding Group as the research object.First,it analyzes the external environment in the northeast and its own internal resources and advantages.Secondly,we use STP principle to segment and select the target market,and make sure that they focus on the market positioning of "middle and high-end wedding experts and the most valuable brands" in the northeast area.Then,we use 4P marketing knowledge to further analyze and excavate the product,price,promotion and service strategy of I DO brand in the Northeast market,summarize its success,find out its shortcomings in the implementation of marketing strategy,and put forward corresponding suggestions.Finally,it proposes measures to improve salesmen's service level,improve organization management system,perfect talent introduction system and set up effective training and incentive mechanism,so as to ensure effective implementation of marketing strategy.This paper hope that through research,according to the specific situation of I DO in the Northeast market marketing strategy and put forward corresponding measures,improve the I DO in the northeast of the business performance,increase its competitive position,and provide the reference for the marketing strategy for the product set in other parts of the company.