Improvement Of Customization Marketing Strategy Of B Jewelry Company

It has been a crucial period of jewelry market in recent years.With the development of sales and the demand for luxury products by consumers,the jewelry consumption are conspicuously increasing.Dazzling ways of propagandists such as E-commerce platforms and live video channels led to the fierce competitions of jewelry brands.In such conditions,jewelry customization became one of the relatively comprehensive solutions among many marketing models.However,limited research on jewelry customization marketing troubled the adjustment and evaluation of this innovative marketing,which is urgent to strategical development of jewelry companies.B company is a domestic jewelry company,which is a customized jewelry brand invested by international capital.It is currently operating in many cities,including Beijing,Shanghai,Guangzhou,Dalian,Tianjin,Chengdu,Fuzhou,Shenzhen,Nanjing,Hefei,Yinchuan,Nanchang,Chongqing,Shenyang,Wuhan etc.There are problems in the implementation of customized marketing strategy in the B company,which is of great practical significance.Based on the theory of jewelry customization,4P marketing strategy,and the customer satisfaction,this paper mainly research on customer satisfaction surveys through questionnaire survey methods and survey interviews.Based on the results,the revised CCSI model was designed to determine index factors using analytic hierarchy process(AHP).In the model,the arithmetic mean method of comparative discernment matrix was conducted to determine the weights and calculate the score of different indicators.Results show that the product satisfaction index in the second-level indicators of B company should be much token into account,Moreover,the low score of the price advantage in the third-level indicators of B company indicates more needs to be improved.In this way,we conducted an internal investigation and study on customized marketing strategy of B company.Through internal condition analysis and competitor analysis,we found the weakness of design team in B company and large inventory burden of finance.Finally,from the perspective of consumer segmentation and positioning strategy,suggestions are promoted in products,prices,sales ways,and promotion strategies based on the 4P strategy,the target market.