Chinese Jewelery Marketing New Ideas Discussed

Based on analyzing large quantity of information, the paper concludes theproblems facing Chinese jewellery industry as follows:Less competitive on designing, manufacturing and the overall quality of Chinesejewellery products than those of western partners;Familiarization in jewellery products, price-oriented competing pattern and poorbrand-fostering effort, which are totally characterized as the primary phase ofjewellery marketing.The paper first puts forward that jewellery companies can strengthen their corecompetitive ability by fostering famous brand, enhancing the capability of humanresources and carrying out two-win corporation. Then the paper continues on theproblem of low cultural factors in jewellery products, conducting the conclusion thatjewellery companies can carry out Cultural Marketing on the basis of culture byenriching the inner cultural meaning of both jewellery products and jewellery brands,and by popularizing the jewellery culture. As to the serious familiarization injewellery products, the paper lodges on the point that jewellery companies canimplement Indigenization Marketing via: ①design indigenization, by integrating theChinese traditional culture with the western jewellery culture while mainlyconstructing jewellery products on traditional patterns and ideas, resulting in therenewing of the Chinese jewellery culture, and ② Relationship Marketing,establishing good relationship with customers and keeping the relationship byprofessional management. The last part of the paper concludes that the jewellerycompanies needs to enforce their marketing conceptions by involving customers inthe marketing process, arranging the jewellery selling in pairs with decorativelycorrespondent items such as clock and glasses, and carrying out ConceptionalMarketing to explore the inner cultural meaning of jewellery products.