A Marketing Strategy Study Of Yushizhai Jade Co,Ltd

At initial phase of the white jade market,wear and decoration were the primary demands of its consumers.With the improvement of living standards and increasing disposable income,consumption gradually escalated,Investment,collection and business gifting are becoming the major demands of those consumers.With the competition getting more and more tough nowadays,homogeneity of production is getting more and more serious correspondingly,which could hardly meet the individual demands of consumers.This is a challenge but also an opportunity for jade and jewelry industry.For one thing,Yushizhai is focusing on high-end white jade,the majority of its craft/sculpture are from those masters of art & craft,or from other famous sculptors and their studio.Their artistic conception and inspiration reflect on each nature-make unique white jade stone makes every piece of their products a real unique craft.Thus make each piece of them has its different implication and exactly match the varies needs of different consumers.For another,China's retail market circumstances has undergone great changes in recent years.Due to the national anti-corruption policy,the situation of luxury demands such as antiques & paintings and also includes the jade had changed so much from shortage of supply previously to oversupply of demand presently,which pushed its sales model changing accordingly from the original product-oriented market to the customer-oriented market,and the changes in retail environment require the cooperation of this sales model in order to deliver China's retail a sustainable development.In this paper,Yushizhai is taken as the research object.On the basis of strategic management and other theories,the external environment that Yushizhai is facing is deeply analyzed,and the external environmental factors that affect the development of Yushizhai are extracted.On this basis,the advantages and disadvantages of Yushizhai are analyzed,and the internal factors affecting the development of Yushizhai are extracted?Finally,the SWOT analysis method is used to draw the conclusion that the opportunities Yushizhai faces are greater than the threats,and the advantages are greater than the disadvantages.Combining with the current actual situation of Yushizhai,the development strategy of Yushizhai in its later period,namely SO strategy,is defined.The strategy serves for the development strategy.Only when the strategy is clear can we formulate an effective and feasible combination strategy.This paper will discuss and analyze how Yushizhai adapts to the current customer-oriented marketing environment from the marketing point of view and with the latest 7Ps marketing combination strategy,and realize the annual growth of Yushizhai sales.To sum up,in the past product economy era,4Ps marketing theory has no longer adapted to the current customer-oriented era.With the advent of the new era of retailing,many scholars put forward 7Ps marketing theory on the basis of 4Ps marketing theory.It is hoped that through the research and design of 7Ps marketing strategy of Yushizhai in the new retail environment,Yushizhai can adapt to the changes of the current retail environment and realize its growth strategy,at the same time,it can be used for reference for the design of other retail marketing strategies.