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

The sudden outbreak of the covid-19 epidemic in 2020 will have a profound impact on the economic pattern of China and the world.In response to the new development pattern under the new situation,China has proposed a dual-cycle economic development strategy.The pattern of the jewelry industry will inevitably change.Faced with great adjustments.Stimulating consumer demand will become a key driving force for a new round of economic growth in China.The characteristics of consumption have also shown great changes.The concept of uniformed consuming model is gradually transform to the pursuit of novel and personalized consuming model.It has also changed from the past growth model focusing scale and speed to high-quality connotation growth focusing on innovation.With the fast development of mobile Internet and information technology,consumers have more choices of consumption channels than before,and offline operating costs are increasing year by year.With the impact of the new covid-19 epidemic,jewelry companies are facing severe challenges.In particular,under the influence of online shopping and popular live-streamed online sales,consumers are becoming more and more accustomed to online consumption and obtaining consumption information through mobile terminals.The change in consumption habits will also force jewelry company to change their previous business concepts and sales methods.Marketing is a way for jewelry retail companies to improve their competitiveness and compete for market share.Therefore,formulating a reasonable marketing strategy is particularly important for broadening the market shares and creating corporate profits.However,due to the relatively short development periods of China's jewelry industry,the scale is relatively small compared to some international brands,such as :poor brand awareness,few professional talents,and weak design capabilities.The existence of these factors has caused the jewelry industry to face an unprecedented crisis.According to the status of the internal and external environment of the jewelry industry,this article conducts a detailed and in-depth analysis of the problems and causes faced by W company,and proposes a solution and safeguard measures for the existing problems to help The company's future stable development.The first chapter of this article is the introduction,mainly narrating the research background,significance,research progress and literature review in this field at home and abroad.The second chapter introduces some marketing theories used in this article,including: 4p theory,STP theory,etc.The third chapter focuses on the introduction of W company and the companion main products and business types,and puts forward the main problems and reasons it faces through the analysis of the current marketing situation of W company.Chapter 4 gives a more in-depth description of the internal and external environment faced by W company from the macro and micro environment.The fifth chapter proposes solutions and optimization measures to the problems of W Jewelry Company.Chapter 6 puts forward the safeguard measures to implement these marketing strategies from the aspects of marketing conception change,information technology and brand management.