Analysis On The Marketing Strategy Of P Company's Jewelry Business In Mainland China

With the development of economy and the enhancement of people's economic strength,the jewelry market has developed more and more carefully and maturely.We often say that the auction house is an important participant in the third level market of jewelry market.Its advantage is that the sources of obtaining jewelry are more extensive,and the price transparency is higher.In the past decade,the jewelry auction industry has grown and grown fully.At present,China mainly classifies Hong Kong jewelry auction business and mainland jewelry auction business.Hong Kong auction house has a high turnover and turnover rate of jewelry,and it is the best in the domestic jewelry auction industry.For the mainland jewelry auction market,compared with the decades of jewelry auction history in Hong Kong,it is still in its infancy,which is much more immature.The turnover of jewelry of several major auction companies accounts for less than 1% of the total turnover,and the turnover rate is also hard to match.Among them,due to various social reasons,mainland buyers know little about jewelry auction.Therefore,under the background of jewelry auction market in mainland China,it is very important to optimize and perfect the marketing strategy of jewelry auction companies in mainland China.This paper takes the marketing strategy of P company's jewelry auction business in mainland China as the research object,and based on 4P marketing theory,finds out the shortcomings and causes of the existing marketing strategy.Then use pest and SWOT analysis tools to sort out P company's marketing environment,further determine P company's target market,and put forward suggestions and safeguard measures for P company's mainland jewelry business marketing strategy improvement.It plays an important role in promoting the marketing effect of P company's inland jewelry business,and also provides reference for other auction companies in the industry.