Research On Marketing Strategy Of Jiuhua Jewelry Co.,LTD

With the increasingly fierce market competition,all walks of life have begun to market oriented transformation.Jewelry industry is the direction of China's high-end consumption development.Under the new economic norm,jewelry industry is facing severe challenges.The competitive environment of jewelry companies is becoming more and more intense.Marketing is the only way to create profit for jewelry retail enterprises.The success or failure of marketing is directly related to the survival of jewellery enterprises.When competition is becoming more and more intense and the cost of products is falling,profits will be diluted,and the industry will inevitably usher in a new round of integration.With the expansion of the market,the resources will continue to flow to the dominant enterprises,making the strong people stronger,in the market share and enterprise profit will get good development;weak weaker,the survival ability further reduced and eventually bankrupt.Jiangxi jiuhua jewelry co.,ltd.has been focusing on brand management and regards the brand as the life of realizing healthy and sustainable development.It is a long-term project for jiuhua to build a brand marketing route by relying on its brand advantages.It is necessary to fully analyze the environment of the whole industry,the situation of competitors and the development trend of the market.On this basis,it is necessary to continuously meet the diversified demands of customers for products.Only when customers' demands are met,can the company's brand image be deeply rooted in people's minds and can promote the company's follow-up marketing.Taking jiuhua jewelry company as an example,this paper establishes the STP marketing strategy by taking the marketing status of jiuhua jewelry company as the entry point,and finally proposes the strategy to improve the jewelry marketing.It aims at providing marketing solutions for jewelry industry and providing reference for small and medium-sized jewelry enterprises.In terms of structure,this paper is divided into seven parts.The first part is the introduction.The second part is the theoretical basis.Explain the marketing environment analysis,STP marketing theory and marketing strategy.The third part of the jewelry market environment analysis,starting from the introduction of the current situation of the jewelry market,also analyzed the future trend,and carried out a five-force model analysis.The fourth part is the analysis of the status quo and problems of Yanhua jewelry marketing.The fifth part is the choice of Yuhua jewelry marketing strategy.Yanhua Jewelry first determined the STP marketing strategy,based on the market positioning,formulated a targeted marketing mix strategy,and proposed a jewelry brand strategy.The sixth part is the safeguard measures for the implementation of the marketing strategy of Yuhua Jewelry.The seventh part is the conclusion and outlook.