The Research Of Marketing Strategy Optimization On Jinshengjinshi Company

China's economy has been on a high speed,people's living standards continue to rise,and our consuming pattern has been on a greatly transition.In the past several years,the consumer groups of jewelry luxury goods are restricted to high-income groups,but now an increasing number of ordinary consumers integrity the jewelry into thinking category,then brought rapid development of China's jewelry industry,a large number of jewelry brands appear in the market.Since the beginning of the 21 st century,China's jewelry industry has experienced a high-speed development period,a low-speed development period and a recovery period.China's jewelry market size has increased to more than 700 billion yuan in 2019,and China has become one of the world's largest jewelry production and sales countries.But at the same time,China's jewelry market is facing several problems,such as products homogeneity and price wars.The jewelry market needs to be changed from extensive growth model to fine growth model.Although the number of jewelry production and sales companies in our country has reached more than 100,000,it is still difficult for most small and medium-sized jewelry companies to develop in the market.As one of the fastest-rising brands,Jinshengjinshi is a representative company,which has rich experience in the market,the development of Jinshengjinshi has an important impact on the development of small and medium-sized jewelry enterprises.Now Jinshengjinshi company has already entered the Chinese mainland market and continue to scale up.Due to the restrictions of the economic conditions and the development trend of jewelry industry,Jinshengjinshi has several issues on operating conditions and marketing tactics.In order to enhance the company's market share and accelerate the marketing tactics upgrading,after consulting mass of related data and company investigation,this thesis use PEST Analysis,Michael Porter's Five forces Model,SWOT Analysis to analysis the marketing status,point out the problems of marketing and identify the causes by using The Marketing Theory of 4P,Market Segmentation,BCG Matrix,then submit proposals of jewelry market tactics,the problems mainly include the fuzzy division of target markets,product diversification blindly,unreasonable pricing,difficult channel management,single promotion methods,then put forward corresponding optimization countermeasures to optimize the marketing strategy from the target market,product,price,channel,promotion.At the same time,this thesis provides guarantee for thesmooth implementation of the company's optimization strategy by establishing a mature marketing team,changing marketing concepts,and optimizing the service system.By optimizing the marketing strategy of Jinshengjinshi Company,this paper can improve the company's market competitiveness,expand its brand effect,and create a good environment for the company's long-term development.At the same time,the conclusion of this paper can provide reference for the development of other similar jewelry companies.