Brand Marketing Strategy Research Of Boda Jewelry Co., LTD

The 21st century is a new era of the knowledge-based economy, intellectual capital and information technology becomes the booster of high-speed economy development, which brings huge changes of consumption. And consumption demand constantly changes. All in all, the brand awareness has entered into a new stage. Boda Jewelry Co. LTD, as a native Jewelry Co. LTD whose major is developing, making and running the business of sapphire and ruby, is the leader of the sapphire trade at home. Nevertheless, as far as the situation of our own jewelry business, the weak competition power of our domestic enterprise, lack of the products culture contents, the serious homogeneous phenomenon, the undeveloped marketing methods as well as the situation of international brands'marketing occupation lead to a weak-to-strong competition condition of our native jewelry enterprises. As a result of hot competitions, the brand of marketing strategy begins to receive more and more concerns. Meanwhile, the brand founding, the brand promotion, the brand development, the brand protection and the brand marketing, as a series of brand strategy system, will become the only way which must be passed to resist the international competition and finish the development for our native enterprises. So far as Boda Jewelry Co. LTD, how to practice the effective brand marketing strategy and shape the unique brand marketing strategy design in order to resist the international competition, make up the weakness of itself, bring the unique advantages in full play will have serious practice value and guide sense.With the article analysis methods, this article sums up the full complete process which involves the brand founding, the brand promotion, the brand development, the brand protection and the brand marketing after a large reading and arranging of the brand marketing strategy at home and abroad. Designed the brand marketing strategy system for Boda Jewelry Co. LTD by the logical analysis method, which includes brand mode selection, brand publicity and promotion, brand development and extension and brand marketing management. Meanwhile collecting Broad Jewelry Co., LTD of facts and figures to chart and data of empirical analysis concluded that the company's brand marketing situation and problems. In his paper, the writer not only designed for Broad Jewelry Co., LTD the brand marketing strategy system, but also research and analysis for China's jewelry industry. All in all the write provided a reference for the development.The first chapter is the introduction of this article, confessed to choose a background and significance of the research, the research ideas and methods and research framework and innovations. The second chapter is relevant theoretical overview, which defined the meaning of brand and strategy. Then put out the content of brand strategy and the process of brand marketing strategy. The third chapter is the actuality analysis of Broad Jewelry Co., LTD, which includes the status of company profiles, product characteristics and existing content of brand marketing strategy, the article analyzes the existing problems. The fourth chapter designed the brand marketing strategy system, and used PEST analysis, SWOT analysis, consumer demand analysis and industry supply analysis as the theory basis. Then designed the goal, principle, design idea and framework of brand marketing strategy by the content of brand strategy. The sixth chapter put out the implementation of the security system for Broad Jewelry Co., LTD, which includes the change of marketing concept, talent support, organizational guarantee and cultural support. The final chapter is the conclusion and prospect.