Research On The Consumption Preference And Attitude Of Jade Jewelry Of New Generation Consumers

With the upgrading of consumption in China's jewelry market,the new generation of consumers have become or are becoming the main force in the jewelry consumption market.The new generation of consumers have both consumption demand and consumption ability.However,at present,their consumption demand for jewelry is still in a state that has not been satisfied or completely satisfied.In recent years,jade jewelry enterprises have difficulty in operation and limited profit growth space.How to break through the bottleneck of short-term development and seek and cultivate new profit power sources has become the primary problem in front of jade jewelry enterprises.Based on this,it is particularly important for jade jewelry enterprises to understand and master the consumption preferences and attitudes of the new generation of consumers,the main consumer group of the future jade jewelry market,to carry out strategic layout in advance and to develop targeted and operational marketing strategies.Based on Howard Sheth theory and 4P marketing mix theory,this paper systematically studied the jade jewelry consumption behavior of the new generation of consumers by means of literature research,interview and questionnaire survey.A questionnaire survey was conducted on the consumption preferences and attitudes of the new generation of consumers on jade jewelry,and a total of 566 valid questionnaires were collected.Based on the first-hand data from the questionnaire survey,this paper analyzes and summarizes the consumption preferences of the new generation of consumers on jade jewelry and their attitudes towards the marketing elements of jade jewelry enterprises.It is found that from the perspective of jade jewelry consumption preference of the new generation of consumers,the product selection preference is simple and full of cultural meaning of the rope necklace;price in favor of less than 5000 yuan;the purchase motive prefers seeking beauty and pleasing oneself;purchase timing preference "anniversary" and "birthday";the purchasing channels are regular jewelry stores,regular shopping malls,physical stores of jewelry brands and live streaming of online flagship stores.Information acquisition focuses on interactivity,and information is mainly collected from social media platforms with strong interactivity such as Weibo and We Chat and Little Red Book.The spokesmen chose to prefer Diligeba.From the perspective of the attitude towards marketing elements,the new generation of consumers believe that the quality of jade jewelry products comes first,followed by the authoritative appraisal certificate,the reputation of merchants and after-sales service,the design is fashionable,simple and rich in cultural connotations,the carving process,the price and the product packagin.The new generation of consumers have a positive attitude towards the influence of Chinese jade culture,personalized and customized services,the promotion activities of jewelry enterprises and the evaluation of advertising.Finally,based on the above research findings and using the 4P marketing mix theory,this paper discusses targeted and operable marketing countermeasures and suggestions for jade and jewelry enterprises from four aspects.Based on the research findings,this paper provides targeted and operable marketing countermeasures and suggestions for jade and jewelry enterprises to develop new markets and expand new development space,so as to ensure the long-term and stable development of the enterprises.