Research On Marketing Strategies Of GJ Gold Company

With the impact of the COVID-19,the growth of global economic activities has slowed down.Looking at the market economy of the domestic gold industry,from the perspective of sales channels,although the rapid development of network technology has severely hit the real economy,it has brought consumers more diversified consumption channels and purchasing methods.From the perspective of consumption behavior,consumers generally prefer products with strong value preservation ability,thereby stimulating the improvement of market purchasing power.At the same time,the conformity psychology of consumers also tends to change to the way of pursuing innovation and personalization and their consumption spending habits are also completely different.Therefore,the consumer market in the gold industry is facing unprecedented opportunities and challenges.As a representative of the domestic gold sales industry,GJ Gold Company has a fourteen-year development history.In order to continue to develop and grow in today’s fierce market competition,it is necessary to enhance the company’s own brand value and change the inherent business philosophy and sales model.Therefore,this thesis takes GJ Gold Company as the main research object.Through literature research and survey analysis two methods,using the basic theoretical knowledge of 4P and market segmentation combined with the basic situation of the company to conduct research,put forward the current fundamental problems of GJ Gold Company.From many angles,it is found that there are many problems in the company,such as the choice of target market,high product price,narrow sales channel and product homogenization.These problems hinder the good development of the current economic situation of the company.Based on the problems raised,the marketing analysis tools such as PEST are used to analyze the marketing environment of GJ Gold Company.Finally,according to its own advantages,through the STP theory,GJ Gold Company will be selected for market segmentation and market positioning,and the target customer groups suitable for GJ Gold Company’s products will be found.Formulate corresponding marketing strategies and safeguard measures for the current problems of GJ Gold Company.The purpose of GJ Gold Company’s marketing strategy research is to enhance the company’s brand image and value,maintain a long-term stable supply and demand relationship between consumers.To strengthen the brand building of GJ gold company and provide a new direction in the development and reform of the gold industry.It can effectively stimulate the economic growth of GJ Gold Company,enhance the core competitiveness of GJ Gold Company in the society and strive to achieve a good trend of long-term sustainable development to provide reference value for the development of other small and medium-sized enterprises.