Research On Marketing Strategy Of M Jewelry Company

The domestic jewelry industry started late,but the development speed is very fast.After just 30 years of rapid development,the current industry competition has become white hot.With the increasingly fierce market competition,jewelry companies need to develop long-term and appropriate marketing strategies to improve brand awareness and reputation.When jewelry companies establish brand awareness and reputation,they can rely on brand effect to obtain long-term benefits.Taking M jewelry company as the research object,this thesis analyzes the marketing status and environment of M jewelry company by using relevant marketing theories,obtains the main problems existing in the marketing of M jewelry company through consumer questionnaire survey and enterprise executive interview,and puts forward adjustment and optimization suggestions for the problems.This thesis consists of six parts: the first part is the introduction,which expounds the research background,significance,content,research methods and technical route.The second part summarizes the related theories PEST,SPT and 4Ps marketing mix theory,Porter’s five forces model involved in this thesis.The third part analyzes the marketing status and environment of M jewelry company.Firstly,it summarizes the internal situation of the company through the company profile and marketing status,then analyzes the current macro environment through PEST,and finally studies and analyzes the industry environment and competition.The fourth part analyzes the main problems existing in the current marketing of M Jewelry through consumer questionnaire survey and enterprise executive interview,and analyzes the current market demand trend through questionnaire survey,so as to provide basis for the selection and optimization of marketing strategy.The fifth part optimizes and adjusts the marketing strategy for the problems put forward in the fourth part to attract young people through the adjustment of products and price bands.In terms of marketing channels,by adjusting the disadvantages of traditional channels,vigorously layout online channels,expand sales,open up online and offline channels,make them integrated and integrated development,and accelerate the development of blank markets on the premise of consolidating key regional markets,Fill the area that cannot be covered by offline physical stores through online.In terms of products,focus on fashionable products and services,create differentiated products and services leading silver jewelry,and continuously improve the brand image through differentiated products and services.In terms of publicity and promotion,brand promotion and product sales are carried out by using new media,live broadcasting platform and other modes.It is expected to improve sales on the basis of improving the company’s brand awareness,and finally enable the enterprise to enter the development path of a virtuous circle.At the same time,through the STP analysis of the jewelry market,the market positioning of M jewelry marketing strategy is carried out to broaden the target audience,enrich the categories and increase the product line of M jewelry company.Finally,it puts forward the necessary measures to ensure the implementation of marketing strategy.This thesis applies the classical 4Ps marketing mix theory,PEST theory,STP market segmentation theory,Porter’s five forces model and other relevant theories of marketing to guide the creation and research of this thesis.It is expected to put forward constructive marketing strategies and suggestions to M jewelry company through theoretical learning and research and analysis of practical problems,which will be helpful to the development of M jewelry company,It can be used as a reference for many minority brand companies in the jewelry industry.