Research On Marketing Strategy Optimization Of MC Jewelry Company

With the rapid development of social economy and science and technology,the advent of the 5G era has promoted the continuous development and innovation of the marketing model of the entire jewelry industry.How to adjust the marketing strategy of jewelry enterprises,which are mainly based on traditional offline entity business channels,quickly adapt to the changing market,seize market opportunities,open up channels and improve product sales,so that enterprises can effectively improve their competitiveness,resist the increasing competition pressure in the industry and promote the stable development of enterprises? It is an important topic for jewelry enterprises to study deeply.The MC Jewelry company selected in this paper is a small private jewelry enterprise mainly engaged in jade products.Among the jewelry enterprises mainly engaged in jade products,small and medium-sized jewelry enterprises account for a large proportion,but their competitiveness is weak.How to accelerate the transformation to adapt to the market in the rapidly developing new economic era is worthy of in-depth study,so it has certain research significance.This paper mainly analyzes the macro environment of the jewelry industry and the competitiveness of MC Jewelry company through PEST analysis method and Michael Porter‘s Five Forces Model analysis method,and studies the marketing strategy status of MC Jewelry Company based on 4Ps marketing mix theory.It is found that the company has some major problems,such as lack of product innovation,difficulty in adapting to the increasingly younger consumer demand,relatively chaotic pricing,which is not conducive to customers’ positioning of the company,too conservative channels,which is not conducive to market expansion,not active promotion,and lack of innovation,which is not conducive to customer traffic conversion.Then,STP strategy is used to subdivide the market of MC Jewelry Company and determine the target market.At the same time,corresponding suggestions and safeguard measures are put forward to improve the existing problems in the marketing strategy of MC Jewelry Company.This paper is based on the in-depth research of the marketing strategy of small private jewelry enterprises which mainly manage jadeite,which has a certain representative of small and medium-sized jewelry enterprises.By referring to a large number of literatures and materials,the author conducted a targeted survey of consumers by means of questionnaires.Through field visits and interviews,the author had an in-depth understanding of the company’s current operating status and the status quo of marketing strategies.On this basis,the author analyzed and studied the status quo of marketing strategies of the research objects.It provides certain reference significance for jewelry enterprises in the same field to improve their marketing strategies and adapt to the development and change of jewelry industry in the new economic era.