Research On MZH Jewelry Store Marketing Strategy Optimization

Over the past 40 years of reform and opening up,China's economy has developed rapidly,and people's living standards have been greatly improved on the whole.The basic material life is no longer our goal,and the demand for personalized fashion jewelry has gradually emerged.There are many enterprises in the jewelry industry,the brand varieties are increasingly rich,and consumers have a wide range of choices,which promotes the increasingly fierce competition in the jewelry market,so the importance of marketing strategy is becoming increasingly prominent.Facing the serious homogenization of jewelry market,if you want to achieve sustainable development and further improve the core competitiveness and comprehensive strength of enterprises,you need to timely optimize the marketing strategy of enterprises according to the changing market environment.Taking MZH jewelry store as the research object,this paper studies the marketing strategy of jewelry store,and makes an in-depth analysis of the jewelry store by using the combination of marketing related theory and enterprise specific practice.Firstly,combined with Pest theory and Porter's five forces model,this paper analyzes the macro environment and industry environment of jewelry store.Then,based on the 4Ps theory,this paper introduces the existing marketing strategies of jewelry stores and the problems of poor marketing effect in the marketing process,including the decline of sales volume,the decline of member registration rate and low market awareness.In view of the problems found,the registered members of the store were given an online questionnaire to understand the consumption characteristics,consumption ideas and needs of contemporary female jewelry.At the same time,through the observation and interview of consumers who patronize physical stores,the consumer psychology of customers buying jewelry is analyzed based on the consumer behavior theory,and communicate the current problems of jewelry stores in the eyes of consumers.According to the empirical analysis of the obtained relevant data,this paper obtains the causes of the marketing problems of the jewelry store,and provides an important reference basis for the jewelry store to formulate the marketing optimization strategy.Finally,based on 4Ps theory,this paper puts forward how to build MZH jewelry store in its marketing strategy optimization.By analyzing and optimizing the marketing strategy of MZH jewelry store,we can not only further improve its competitiveness in the market,but also provide important reference value for similar enterprises.