Research On Jewelry Live Marketing Model

The jewelry industry in China is still a young industry.Since the reform and opening up,jewelry industry has achieved unprecedented development.Today,China has become one of the world's most important jewelry producing and consuming countries.But now it has entered the industry adjustment period.Coupled with the outbreak of the NCP around the New Year 2020,many offline jewelry stores have closed,and now everyone is feeling severe pressure for the first time.People keep at home In the context of the NCP epidemic.The jewelry practitioners borrowed from the live marketing model that has matured in the clothing and cosmetics,and began to lay out on the network to find new marketing scenarios.At the same time,consumers have also made more contact with the Internet and established new consumption habits subtly.This article studies the live broadcast marketing model of jewelry.First,it studies the current status of each platform that has live broadcast jewelry business by 4P and4 C theories.Then,the case analysis method was used to do a lot of interviews to analyze the current operating model.Next,made a questionnaire based on the principle of people-oriented sales,and through the survey,got the real needs of consumers.Then use the PEST and SWOT analysis framework to analyze the macro environment of live jewelry marketing,and what internal and external opportunities and threats exist.Finally,compared the basic theories of marketing with the actual operation,combined with the respective needs of sellers and consumers,the opinions and conclusions of changes in the decision-making of jewelry enterprises,the expansion of jewelry live broadcast business,and the overall layout of mutual advantage are given.