Research On Marketing Strategy Optimization Of K Shanghai K Jewelry Company

China is a major consumer of jewelry,currently the second largest diamond processing country,the main jewelry producer.Although the market size of China’s jewelry industry is huge,but China has not yet appeared with luxury jewelry enterprises.In March 2021,the National People’s Congress adopted the 14 th Five-Year Plan and the 2035 Vision and Goals Outline,which proposed to promote consumption in an all-round way,follow the macro trend of consumption upgrading,and encourage the development of a series of new models and business forms,including fashion consumption.As an important part of fashion consumption,jewelry has great potential for development.K Company was founded in 1995 and focused on the diamond segment.It was once the leading brand in domestic diamond sales and became the leader in the industry.However,it failed to keep pace with The Times.Its conservative and backward marketing strategy widened its gap with competitors,shrinking channels,declining turnover and blurring the core competitiveness of the brand.This paper takes K company as the research object,based on STP and 4R marketing theory.Through PEST and SWOT tools,the author makes an in-depth analysis of K Company’s current marketing status and external marketing environment.On the basis of consulting a large number of domestic and foreign literature,through the way of depth interviews and questionnaire survey,using SPSS statistical analysis methods,this paper makes an in-depth analysis of the current situation of K company’s marketing strategy from the five dimensions of market positioning,correlation,reaction,relationship and compensation,and puts forward targeted marketing strategy optimization scheme and establishes expected effect evaluation criteria.At the same time,in order to ensure the implementation of the optimization strategy,relevant safeguard measures are formulated to improve the marketing effect of K Jewelry Company and enhance its competitiveness.I also hope that this study can provide some reference thinking and methods for the development of domestic jewelry industry and the standardization of industry marketing environment.