Research On T Jewelry Company Socialized Marketing

Social marketing is a marketing and promotion mode using social media as a tool,such as wechat circle of friends sales,community Solitaire,xiaohongshu "planting grass",Tiktok live broadcast and delivery.The market competition in China’s jewelry industry is becoming increasingly fierce,and successful marketing has become the key factor to win in the competition.Taking T Jewelry Company as an example,this study focuses on the marketing strategy of T Jewelry Company on the social media platform.Like most domestic jewelry brands,T Jewelry Company developed rapidly relying on the channel model of offline traditional franchise stores.However,in recent years,T Company has faced great challenges.First,the founder made a wrong decision,and then the store was closed on a large scale due to the epidemic.On the other hand,competitors have occupied more market shares through social media platforms in recent two or three years,leading to a significant decline in T Jewelry’s total sales and sales.Firstly,based on SWOT analysis and user perceived value theory,this paper conducts research and discussion on T Jewelry Company’s social marketing strategy,introduces the company’s internal conditions and its main competitors,describes the company’s domestic market situation,combines the content of the SICAS model,bases on consumer demand,based on the actual operation of the company,a comprehensive analysis was conducted through survey questionnaires,market research,and potential consumers of T jewelry Company.Analyze and find out the main reasons that affect consumers to buy T Jewelry Company’s products.Finally,the priority order of these important reasons in the process of user perceived value is obtained by using the decision tree method,and the key optimization scheme of T Jewelry Company’s social marketing strategy is to improve the public praise rate of social groups.According to the results of this research,the paper puts forward feasible solutions and develops reasonable socialized marketing strategies to open up new ideas and directions for T Company’s socialized marketing management.Finally,help T Company expand its market and user scale,and complete the transformation and development of enterprise marketing in the post epidemic era.This research is aimed at the social marketing exploration of T jewelry enterprises.In the past,most of the marketing research on jewelry companies focused on offline shopping malls or fan economy with star effect,and few of them focused on online marketing such as social channels.However,with the rapid development of new media,two-way interaction in social marketing can attract more consumers’ attention.It is hoped that the research case of T Jewelry Company’s social marketing can provide experience and reference for the jewelry industry in marketing transformation,improve its commodity sales,expand its market share,and provide some reference and inspiration for other enterprises in the domestic jewelry field to explore the field of social marketing.