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Ji Mu Stone Jewelry Companies Marketing Strategy Study

Posted on:2008-03-03Degree:MasterType:Thesis
Country:ChinaCandidate:X LiuFull Text:PDF
GTID:2209360212987471Subject:Business Administration
Abstract/Summary:PDF Full Text Request
Since China's accession to the World Trade Organization, the jewelry industry is one of the earliest opening commercial industries to outside world. Jewelry consumption is becoming the next hotspot following purchasing house and motorcars. In the past 20 years, along with the economy developed at top speed, the jewelry consumption is continuing growing at annual rate of 10%, and has now become one of the countries that consumption exceed US dollar 10 billion. According to the forecast, China mainland jewelry consumption will be exceed RMB 180 billion account for 10% of whole world at 2010.At the appointed time, China mainland will replace Europe and USA, become into the two largest luxury goods market with Japan. The international famous jewelry brands coming into the China mainland market, the competition becomes tough and tough now.GemsTV is an integrated manufacturer and television home shopping retailer of colored gemstone jewelry. They sell their own handcrafted gemstone jewelry directly to customers via television and website. This paper generalizes the development general situation, character, foreground and challenge of the China mainland jewelry industry, introduces the characteristics of the sales channel by lots of data. Writer used SWOT method to deeply analyzed strengths and weaknesses on competition. At the same time, the writer does a research about the China mainland jewelry market and customer. Further more subdivides market, investigated and researched the market situation based on different age and different regional customers. Finally, the products position is at mid-level and high-level products. Our slogan is"That is a popular jewelry for you, for more ladies".
Keywords/Search Tags:Jewelry industry situation, marketing competition, marketing strategy
PDF Full Text Request
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