Research On Evaluation And Optimization Of Branding Of X Jewelry Company

With the development of the economic level and the upgrading of consumption,as well as the further demand of the domestic residents for the jewelry market,the domestic jewelry market is welcoming the golden period of development.Due to fierce competition and changes in consumer demand,some jewelry companies' brands are aging,sales Declining,market share is reduced;product packaging is outdated and unable to attract consumers;after-sales service experience is not good;brand target group is narrow,lacking modern brand communication.X Jewelry Company is representative of the brand aging problem.For X Jewelry Company,solving the problem of brand aging is a key link in its development process.Therefore,this paper conducts research on aging evaluation and optimization of X Jewelry brand.Firstly,this paper explains the research background,significance and methods,introduces the brand aging and optimization,and reviews the literature.Then introduces X Jewelry Company,describes its brand status,and discovers the aging problem of X Jewelry brand through interviews: insufficient product innovation,target market Restricted;product packaging is outdated,it is difficult to attract consumers;poor after-sales service experience,customer satisfaction is not high;brand communication is weak,propaganda is not enough;sales decline,market share decreases.Then this article based on the existing aging evaluation indicators and combined with the actual situation of the jewellery industry,formed the aging evaluation indicators of this article,and then obtained the first-hand data of X Jewelry Company through a questionnaire survey and returned the first-hand data The analysis,combined with the brand status of X Jewelry Company and related data,researched the brand aging problem,and concluded the importance of factors affecting brand aging.Finally,a set of operational optimization plans were proposed for the brand aging problem of X Jewelry Company: The brand perception optimization strategy mainly consists of researching and developing products that meet market demand;updating product packaging and changing brand image;strengthening brand communication and implementing brand development strategies;improving after-sales service,and also through market behavior optimization strategies,brand loyalty optimization strategies,and channel optimization Strategy optimization.Finally,the research results of this paper are summarized,optimization to the aging problem of X Jewelry Company.It is expected that the research on the aging problem analysis and optimization of X Jewelry Company can be used as a reference for peer enterprises and has certain practice significance.