Research On Optimization Of Gold Jewelry Marketing Strategy Of G Enterprise

Although the gold and jewelry industry has a short development time in China,it has a great development potential.Gold and jewelry are high-priced and low-frequency non-rigid products.Consumers pay more attention to the consumption experience,so the sales of the industry are mostly concentrated offline.With the increase in the number of competitive products in the industry,the pressure of market competition continues to increase.G Company and most other companies in the industry have similar products in material,style and lack of innovation ability,etc.,and the products are highly submissable.Therefore,G Company's sales are vulnerable to impact.At the same time,with the rapid development of the Internet and the popularity of mobile terminals,the online sales model with low operating cost and more flexibility is gradually crowding out the offline traditional industries.Therefore,G Company is faced with the dual challenges of drastic changes in the environment and fierce market competition.Through literature research,investigation and case analysis,this paper summarizes and analyzes the marketing problems of G Company,and proposes corresponding strategies based on the actual needs of consumers and the actual situation of the company.First of all,the company's operation and marketing status is sorted out to help the company recognize its own status quo;Secondly,a comprehensive understanding of the company's marketing problems through interviews and investigations,and analysis of the causes of the problems;Finally,through the analysis of consumer feedback questionnaire,sorting out consumer demand,combined with the actual situation of the company,using the 4P theory to develop marketing strategy and put forward the optimization plan.The research conclusion of this paper is that the consumption of gold and jewelry products in China is no longer restricted to wedding scenes,and the demand for personal decoration,holiday gifts and business gifts has increased the frequency of purchase.On the whole,the market situation of gold and jewelry is favorable."Internet + entity" as the channel planning,on the carrier of cultural creativity,guided by market demand,expand the marketing network,by enhancing brand image and influence,enhance the capacity of research and development design,jewelry company should actively explore the sales channels,further deep core key cities for the market and marketing network construction of high quality,increase investment in research and development design,Do a good job in customer maintenance,create better consumption experience for customers,and improve profitability.