| With the development of economy and the improvement of people's living standards, China's jewelry market takes on the following characteristics: a rapid development, a great potential as well as an increasingly fierce competition. DD Jewelry Retail Mal's (here in after referred to as DD) average annual sales exceed one million RMB since its expansion in 2009. Faced with opportunities and challenges in the new environment, DD urgently needs to seize opportunities, maximize its favourable factors and minimize its unfavourable ones. And it has to make marketing strategies suitable for its present situation.The author here, as a manager of the DD, tries to work out a good marketing strategy planning for DD based on marketing theories and her years of management practices.The approaches to the thesis mainly include: PEST and five forces competition model analysis on DD's external environment; the standard model of core competencies analysis on internal resources, capabilities and core competencies of DD; the factor evaluation matrix of DD, making quantitative assessment and analysis of internal and external environment; finally SWOT to analyze strategic choice matching in order to make a clear marketing strategy for DD and put forward a practical implementation plan of the strategies and measures.Through the research and analysis, this thesis believes that the key to enhance the competitiveness of DD is differentiation strategy and focus strategy. Making a full use of its professional advantage, based on market segments, DD should resort to growth strategy and diversification strategy to obtain a higher market share and higher customer loyalty and further expand its sales and influence. It should try to be refined, special, strong in jewelry-related products in the retail business and strive to become the largest jewelry retail store in central China with professional credibility and perfect service, which provides consumers with a better jewelry consumption solution a better shopping experience. |
PDF Full Text Request