Research On Marketing Strategy Of L Jewelry Company

With the rapid development of China’s economy,the living standards of the people have also significantly improved,and with it,the jewelry market in China has undergone tremendous changes.The consumer group of jewelry is becoming more and more young,and their demands are becoming more and more personalized.In addition to purchasing on weddings or anniversaries,the need for daily wear,gift giving,self collection,and investment is becoming increasingly important for consumers.The pursuit of high-quality life has led consumers to frequently choose jewelry,and the frequency of purchase has provided new growth points and development opportunities for the jewelry industry.However,because of the impact of the COVID-19 on the economy in the past three years,the jewelry industry’s offline sales channels have been beset with difficulties,the number of married people has decreased,and the sudden rise of new e-commerce has affected consumers’ lifestyle and caused new challenges for jewelry companies.Many jewelry companies have to start optimizing and reforming their marketing to face changes in the market,especially in marketing strategies and promotion.They are also trying every means to develop better solutions and strategies.The purpose of doing so is to improve the company’s marketing effectiveness through the upgrading of marketing activities.Therefore,from this perspective,L Jewelry Company should actively upgrade and innovate its marketing strategies,and have a clear understanding of its own marketing environment and internal situation.Only in this way can better results be achieved in formulating marketing strategies.This article takes L Jewelry Company as the research object and studies the specific marketing strategies of L Jewelry Company.The final conclusion of this paper is as follows:Firstly,a detailed introduction is given to the establishment time,organizational structure,reward situation,product structure,and number of stores of L Jewelry Company.Secondly,using the STP positioning theory for market positioning and analysis,the goal is relatively clear,providing a good foundation for the company to expand the market and scale,and laying a certain brand foundation in the market development process.Once again,through the analysis of the marketing status of L Jewelry Company through a questionnaire survey,it can be seen that the company has problems such as being unable to meet the needs of consumers’ products,unable to meet their needs,high payment costs for consumers,and insufficient convenience and communication for consumers.These problems will hinder the company’s future brand upgrade and expansion.This article analyzes the reasons for the problems in the marketing status quo,We have developed and improved our marketing strategy portfolio,and based on the original foundation,we have made suggestions to improve L Jewelry Company’s current marketing methods from four aspects: meeting consumers’ personalized needs,providing convenience for purchasing,reducing consumer payment costs,and communication channels.In order to ensure that L Jewelry Company’s marketing strategy can be smoothly improved,this article finally discusses the company’s organizational management,human resources Various measures such as financial support have been proposed to provide resource support for subsequent goals.This paper applies classic 4C marketing mix theory,STP market segmentation theory,marketing environment analysis theory and other theories in marketing to conduct research and creation guidance for this paper.It is expected that through theoretical study and research and analysis of the actual marketing problems of L Jewelry Company,constructive marketing strategies and suggestions will be put forward for L Jewelry Company,which will have practical value for its future development,I also hope that this paper can provide inspiration to all small and medium-sized brand companies in the jewelry industry.