A Marketing Strategy Study On How To Create A Strong Brand In China's Jewelry Industry

After joining the WTO, Chinese jewelry industry faces challenges, foreign jewelry brands will use its brand advantage to enter the Chinese market. China's jewelry enterprise must create their jewelry brand and famous brand through appropriate and effective brand strategy, participate in the competition of the international market. This paper focus on how to build strong brand in jewelry industry, elaborate from two aspects of theory and practice, to discuss the related queries among the stage of brand building in jewelry enterprise. This study is divided into four sections. The first part is the theoretical study; expounds the connotation of strong brand and its commercial value. The second part is aiming the discussion of Chinese tradition jewelry industry development status, summarized the developing process, and analyzed the Chinese jewelry industry development situation and problems; forecast the future development of China's jewelry industry. The third part is the key area, portrays the Chinese jewelry industry brand building situation, summarizes the key issues of brand building status of Chinese jewelry industry and analyzes the causation of the problem, demonstrate the crucial of building strong brands in Chinese jewelry industry. The fourth part using the related theory of brand building and management, combining with the actual situation of China's jewelry industry, bring forward the strategy of building strong Chinese jewelry brand through brand proposition strategy, product development strategy, pricing strategy, channel strategy and promotion strategy. Strive for sharing some thoughts, methods and suggestions on building strong jewelry brand and how to implement strong brand strategy for related jewelry enterprise.