Jewelry Marketing Strategy In The New Media Perspective

With the rapid development of Internet technology,the forms of information dissemination have become diversified,and the marketing methods have also iterated.On the one hand,many companies and individuals have benefited from the fact that the way of information transmission has changed from one-way communication to‘everyone is self-media'.On the other hand,the Internet has changed the way people shop and more and more consumers have personalized needs when choosing products.Therefore,marketing methods in various industries have gradually changed from product-oriented to consumer-oriented.As a traditional industry,jewelry has also followed the trend of the times and made changes in marketing methods.The development of new media has dramatically enriched its display methods and promoted the spread of cultural and emotional values of jewelry.From the perspective of media,jewelry marketing strategy is of great significance.The change in marketing methods is primarily due to the rapid development of the Internet.In the traditional marketing model,the product-oriented one-way marketing method makes the entire marketing path known-reputation-loyalty.The persistence of consumers is like a big wave of sand,which will be filtered through layers to show a funnel structure.The continuous integration and upgrading of the new media platform and the advantages of the new media itself have made other industries have media attributes.Interactive marketing methods have attracted consumers who have the same preferences as the business or product concept.They are oriented to the needs of consumers.Marketing unknowingly penetrates the information of brand products and affects the perception and attitude of the audience.The entire marketing path is reversed to loyalty-reputation-popularity.The paper first based on the new and traditional information dissemination methods,through the traditional marketing model of the jewelry industry and the new marketing strategy under the new media,respectively.Secondly,the advantages and disadvantages of the traditional marketing model of the jewelry industry and its analysis the feasibility,model and bottleneck of new media marketing,and put forward corresponding measures to the problem following the actual situation.Finally,it is concluded that the marketing model of the jewelry industry is related to the current way of information dissemination.The change in marketing model is not a change in business essence,but a change in marketing thinking.Besides,new media is an opportunity and challenge for the traditional jewelry industry.However,the trend will not be reversed,and the pain point will always be optimized.The integration of jewelry and new media can provide enterprises and even individuals with more profitable opportunities.In summary,this paper studies the current strategy and problems of new media marketing in the jewelry industry and gives corresponding suggestions.These works provide theoretical support for deepening the research on new media marketing in the jewelry industry.