Study On Brand Value Enhancement Strategy Of C Jewelry Company

With the liberalization of the national epidemic control,the consumer market,especially the jade jewelry market scene gradually rebounded,the development of the industry has shown a new trend of further increase in concentration.The Chinese jewelry industry is in the reshuffling stage in the late stage of growth,the market share will further gather to the head of the enterprise in the future.And domestic jewelry company are generally small and mediumsized enterprises,they do not pay enough attention to the promotion of its own brand value in production and management,in the face of competition from international giants and Hong Kong jewelry enterprises survival pressure.Therefore,the importance of choosing a good market segment and strengthening their own brand will be more prominent.C brand is also facing the problem of brand value enhancement strategy,the key to further development is to formulate when to enhance the strategy.This thesis adopts literature method,comparative analysis,questionnaire and interview to study the brand value enhancement strategy of C Jewelry Company and to sort out the relevant theories at home and abroad.Using Keller’s brand positioning model and brand resonance model,the analysis and research are carried out according to the ideas of identifying problems,analyzing causes and making suggestions.Firstly,the company profile of C Brand was introduced,and the target market and target customers of C Brand,the main competitors and the similarities and differences with the competitive brands were summarized.Secondly,a questionnaire was designed and field interviews were conducted to find out the problems of C Jewelry Company in brand identity,brand meaning,brand response and brand resonance,and the reasons for the problems were analyzed using the McKinsey 7S model theory.Finally,targeted suggestions for brand value enhancement strategies for C Jewelry Company were made.Expanding brand breadth and exploring brand depth to enhance brand land prominence;improving product reliability,enhancing service convenience and efficiency and establishing style and design to brighten brand efficacy;clarifying user image,optimizing usage context and deepening brand history to enhance brand image;ensuring brand quality and promoting brand advantages to strengthen brand judgment;enhancing warmth and boosting social identity to strengthen brand feeling.Strengthen consumer behavioral loyalty,attitudinal attachment,community affiliation and active inclusion,thus creating a psychological connection between brand customers.