Study On The Development Strategy Of Hunan KINGMS Jewelry Co.,Ltd

In the increasingly complex economic background,gold and other jewelry with dual properties of value preservation and investment has become a hot spot for public consumption.Hunan is a large consumer province.As for the jewelry market,online sales have increased in recent years,and storefront operations in shopping malls and busy locations are still the main way to go.Also professional jewelry market and brand jewelry franchise stores are increasing,the business area has been formed to Changsha as the center,jewelry sales spread to all cities and counties in the province;business categories are still dominated by gold,and wedding products still dominate,diamonds,colored gemstones and other non-pure gold jewelry up space is still very large.At present,Hunan market jewelry brands reached more than 60,including more than 10 local brands,local jewelry enterprises in the production scale and sales scale gradually stable and mature.This article takes Hunan KINGMS Jewelry Company as the research object.First of all,on the basis of referring to the relevant strategic management theory,starting from the current research on the jewelry trade in China,by means of PEST external environment analysis and porter’s five forces model analysis,this paper analyzes various factors of the company and summarizes the competitive situation of KINGMS Jewelry.At the same time,we use the SWOT tool to analyze KINGMS Jewelry company from all sides,and summarize the development opportunities and challenges according to the advantages,disadvantages,opportunities,threats and other factors.Secondly,through the above analysis,the company will adopt a stable growth-oriented development strategy,continue to maintain its main business scope,strengthen brand building,strengthen product research and development,deeply cultivate the marriage market,focus on developing third-and fourth-tier cities,and expand market share,to increase the company’s revenue,third,through the development of different levels of strategic measures to ensure the development and implementation of the strategy,detailed description of the functional level strategy,and finally,the analysis of KINGMS Jewelry development strategy in the process of obstacles and safeguard measures,and the expected effect of the strategy is evaluated and amended.KINGMS Jewelry is a member of the new generation jewelry industry,based on the Hunan market for more than 20 years of development so that the business of KINGMS is relatively stable.With the increase of market uncertainty,the more KINGMS is also facing many problems,the more important it is to develop a development strategy.Therefore,it is of some significance to study the development strategy of KINGMS Company.It is also hoped that this study can provide reference for other companies in the jewelry industry.