Research On Marketing Strategy For Y Jewelry Customization Company

At present,China’s social economy has entered the fast track of development.While people are constantly improving their income level,there are many new changes in the consumption structure.Making a set of scientific marketing strategy is the key to determine the success or failure of enterprise competition.With the enhancement of people’s consumption level,the jewelry industry has developed rapidly.At present,the development stage of China’s jewelry industry has changed from the original product competition to the current marketing strategy competition.For small and medium-sized jewelry enterprises,in order to seek better survival and development,it is necessary to formulate a set of marketing strategies in line with the development of enterprises.This paper chooses Y Jewelry Customization Company,a small jewelry customization company,as the research object,and formulates a set of marketing strategies in line with its development for Y jewelry customization company.Y Jewelry Customization Company has been adopting customized marketing since its establishment in 2013,but has not formulated standardized marketing strategies.Only by researching a set of customized marketing strategies suitable for the long-term and stable development of Y jewelry customization company,can we better play the advantages of customization.First using SWOT analysis method,combining with Y custom jewelry company’s marketing present situation and problems,the advantages and disadvantages,opportunities and threats in the business analysis,points out problems existing in the Y custom jewelry company in the marketing of,basically have not clear marketing strategy,brand awareness is low,there is no clear for the company’s market positioning.Next,based on 4P marketing theory,the marketing strategy of Y Jewelry Customization Company is comprehensively analyzed from the aspects of price,channel and so on.At the same time,literature analysis was used to study the knowledge related to jewelry customization and jewelry marketing,and a set of scientific questionnaire was designed to further understand the real needs of consumers.Second,the jewelry market present situation,characteristics and the tendency of custom jewelry is analyzed,and through the analysis of market segmentation,target market and market positioning,on the basis of the product,the value in five aspects,channel,promotion,brand set a conform to the development trend of the modern market economy,can in the fierce competition in the jewelry industry based on the marketing strategy,Continuously expand the comprehensive strength of the enterprise.Finally,the paper puts forward safeguard measures for the smooth implementation of the private customization marketing strategy formulated by Y Jewelry Customization Company,including the establishment of database system,the construction of network marketing system,the realization of all-round coverage of services,and the strengthening of marketing team construction.Through the research on the customized marketing strategy of Y Jewelry Customization Company,this paper defines the strategic plan for enterprise development,which is of great significance to the actual operation of Y Jewelry customization Company and has certain reference value for the development of small and medium-sized jewelry enterprises in the same industry.