Research On The Marketing Strategy Of J Company's Jewelry Products In Guang Dong

Since the reform and opening up,China's jewelry industry has been booming.After entering the 21 st century,China's jewelry industry has seen explosive growth.In 2019,China's annual consumption of jewelry exceeded 700 billion RMB,ranking the second in the world,second only to the United States,with an average annual growth rate of more than 10%.The development of jewelry industry will inevitably promote the development of domestic jewelry brands.Domestic first-line brands such as Lao Fengxiang,Zhou Dasheng and China gold have risen strongly and become the main brands in the jewelry consumption market.At the same time,second and third tier brands such as zhouliufu jewelry,zhoubaifu jewelry and Jinliufu jewelry have emerged and developed rapidly.At the same time,many international jewelry brands enter the first tier cities of our country,and compete with domestic jewelry brands to seize the consumer market.China's jewelry market has a tripartite situation of international brands,Hong Kong funded brands and mainland brands.With the improvement of people's living standards,the level of living needs is rising,and it is more necessary to pursue the satisfaction and enjoyment of spirit and dignity.As a representative industry of consumption upgrading,jewelry is more popular with consumers.J jewelry company is a small and medium-sized jewelry brand in Guangdong Province.It was founded in Shenzhen in 2008.Since its establishment,J company has adhered to the mode of self operation plus franchise stores,and rapidly opened more than 20 self operation stores in Guangdong,all of which are in Guangzhou and Shenzhen,and more than 500 franchise stores in China.In recent years,J company focuses on the development and operation of its own brand stores.With the continuous development and improvement of China's jewelry market,the development of J company has entered a bottleneck period,with low brand awareness and serious product homogeneity.Therefore,it is urgent to sort out and summarize the company's marketing strategy and marketing strategy.For further research on J jewelry company marketing practice,to improve J jewelry company marketing strategy advice,promote the sustained and healthy development of enterprises,in this paper,based on 4 p marketing theory,by combining research and case study method,through the analysis of the target market of J jewelry company,carding enterprise operation of existing marketing strategy,to analyze its success and deficiency,from product,price,channel and promotion four aspects to find problems.Based on the analysis of the macro environment of the enterprise,SWOT analysis and PEST analysis tools are used to analyze the marketing environment of the enterprise.Based on this,STP strategy analysistools are used to more accurately locate the problems and blind spots in the enterprise's marketing strategy,and the marketing strategies and safeguard measures of J jewelry company are proposed.The marketing strategy is mainly to improve and optimize the marketing strategy of J company from four aspects: product,price,channel and promotion.In order to ensure the effective implementation of the marketing strategy,then put forward the guarantee measures,establish a sound service system,improve the company's system and marketing system,establish customer relations and improve the incentive mechanism of the training system.The research conclusion of this paper on company J can also provide corresponding reference for the development of other small and medium-sized enterprises.