Research On The Marketing Strategy Of AL Company's Jewelry Products

In recent years,with the recovery of China's economy,the jewelry industry has also seen a positive trend.At the same time,many international jewelry brands have also entered the Chinese market,and want to compete with local jewelry brands for market share.In the purchase of luxury jewelry,customers pay more attention to two points:one is the service they enjoy in the purchase process;Second,the identification of jewelry products.Therefore,only by implementing appropriate marketing strategies,improving the brand's own influence and service quality,constructing a perfect service system,establishing an efficient training system and corresponding incentive mechanism,can enterprises have a promising future.Therefore,it is of great significance for enterprises to carefully analyze,adjust and optimize the marketing strategies of jewelry companies.In order to deeply analyze the AL jewelry products of the company marketing practice,in order to provide a good marketing strategy for the company,in this paper,based on 4P?4C marketing theory,the calculation methods of experience method and investigation method,first of all,to AL company marketing concepts and theories,and analyzes the marketing environment of the company's jewelry products and existing marketing strategy,sums up the advantages of the current marketing strategy,and from product,price,channel and promotion four aspects analysis its shortcomings.Using PEST analysis tool to discuss the marketing environment of AL company's jewelry products,on this basis,the company's jewelry marketing strategy to improve,and from the technical measures,organizational measures and talent measures and other aspects of the corresponding safeguard measures.In addition,the research conclusion of AL company's jewelry product marketing strategy can also provide reference for other small and medium-sized jewelry enterprises.