A Study On F's Marketing Strategies

Modish Ornament, a young industry born in the early 1990s, has been developing for a very limited period .The emergence of modish ornament follows and depends on the fashion trends, deriving from the genuine Gold, Diamond and Jade ornament manufacture. Due to the scarcity of natural raw material, satisfying the mass consumer demand becomes more and more difficult. The supply bottleneck pushed us to exploit the new source, such as copper, zinc, lead and tin as material replacement, which proved to be a historic breakthrough both in material choice and product diversification. Along with the rapid development of living condition in China, people keep pursuing various kinds of modish ornament; at the same time, more competitors joined the industry. Accordingly, a clear and effective marketing strategy is necessary to ensure F win in the present market situation.As a typical mini venture founded in 2000, Fuzhou For-Your-Fun Co., Ltd. has already developed into a scale with total 6 specialized shops and 150 employees, gaining annual turnover at RMB 15 million as well, specialized shops space ranging from standard 120 sqm to maximum 250 sqm.After illuminating of the Modish Ornament evolution, feature, developing trends in China, we finally focus on the F itself. The paper tries to apply the Marketing Theory to analyze the marketing environment of F, especially covering the detailed Economic Environment, Political-Legal Environment and Technological Environment. It also aims to form the development direction of F based on the SWOT analysis, to reach a conclusion on advantage and weakness, opportunity and threat; We also apply STP theory to clarify the Target Market and Market Positioning when selecting and executing F's Marketing Strategy. The author presents some feasible advice on F's further development, which may be valuable for both F and China Ornament Industry steady growth.