Shandong MOKINGRAN Jewelry Company Marketing Strategy Research

As people living standard rise,consumer demand is also gradually changing,consumption for enjoying,like the jewelry consumption,is becoming new consumption hotspot gradually Consequently,increased jewelry demand triggers a rapidly development of Chinese jewelry trade and market competition.Jewelry market may has been a stage of merging and eliminating.Only by making extraordinary marketing strategy which can help matching enterprise resources and external environment and improving enterprise's core competence can Mokingran achieve a maximum benefit.Based on the research logic of finding questions,analyzing questions and solving questions,this paper starts from the aspect of Mokingran's present status.After comprehensive investigating history and performance of Mokingran,more analyses about Mokingran's situation and competitors are made by using basic theory of marketing and practical experience.This paper does some further researches about making,implementing and controlling Mokingran's marketing strategy.Then makes marketing strategies marching enterprise resources and external environment to guide Mokingran's future development better.Literature study method,Questionnaire survey and case analysis method are mainly used in this paper.The innovations of this paper are reflected in two aspects.First is the deepening and innovation of jewelry enterprises' marketing strategy study.As becoming the third largest consumption hot spot after housing and automobile,jewelry gets highly attentions from many scholars.This paper makes a systematic study about jewelry enterprises' marketing strategy which enriches and develops theoretical system of jewelry enterprises' marketing strategy.There is relatively few study about Chinese jewelry development strategy marketing theory.Second is comprehensive and systematic analyzing Mokingran from aspects of external marketing environment,jewelry enterprises competitive situation,market target groups etc,based on China's present jewelry trade development situation.Then this paper deeply analyzes the market environment Mokingran faced.And sets a foundation for proposing Mokingran's marketing strategy.