Research On Customization Marketing Of A Jewelry Company Based On The Long Tail Theory

With the continuous development of China's economy,the purchasing power of our residents continued to increase,the scale of China's jewelry industry has exceeded 500 billion yuan,all kinds of international first-line jewelry brand stationed in China's market,and domestic jewelry brand is endless.With the increasingly fierce market competition,jewelry market,the phenomenon of product homogeneity is becoming a problem of China's jewelry industry,and consumers' demand for jewelry products have shown a trend of personalized and customized,so many jewelry companies have begun to seek new marketing model,which In the jewelry market competition to get more opportunities.For many small and medium-sized jewelry companies custom marketing is an important opportunity for these companies,this article selected jewelry company as example.A is a medium-sized jewelry enterprise with the main business of diamond,jade jewelry,whose market area is around the Yangtze River Delta region.In this paper.This thesis selects A company as the research object,analyse the condition of both theory and practice aspects,try to build a series of jewelry custom marketing models for company A.First of all,this article begins from a lot of related literature,respectively,analyze the condition of China's jewelry industry from the two aspects of custom marketing theory and long tail theory,definite the perspective of this study;Secondly,analyzes the current situation of the development of jewelry industry in China.Combining with the present condition of A jewelry company.The marketing environment of A jewelry company is analyzed by SWOT analysis framework.And based on the long tail theory,the thesis puts forward the strategy of custom marketing for company A,and puts forward some measures to ensure the smooth implementation of the suggestions for company A.This thesis,by selecting A jewelry company as example,clarifies the current market environment of China's jewelry industry,and the importance of custom jewelry customization,and provides several suggestions to A jewelry company,this thesis has a certain guiding significance for A jewelry company,but also has some reference value for other small and medium-sized jewelry companies.