A Study On The Marketing Strategy Of Qingdao CQ Jewelry Company

Small and medium enterprises in China’s modern economic development plays a decisiverole. Relative to the large and medium-sized enterprises, small enterprise scale, weak technicalforce, lack of funds, management science, lack of talents, the weak against the risks and toparticipate in the competition ability problem exists in our country’s small and medium-sizedenterprises. The jewelry industry can be said to be one of the focus of small and medium-sizedenterprises. Different from the pure jewelry, simulation jewelry is made of the copper iron andother metal, supplemented by artificial stone, cloth and other materials produced by thesimulation of jewellery products. Usually the products has many different styles, low price,and a vast market space.Qingdao CQ Jewelry Company located in Qingdao which is one of China’s largestjewelry base, has the geographical advantage. The Company have exported to Japan andSouth Korea mainly, but in recent years, with the constant change of the international situation,the international financial crisis continues to impact, the Company turned to the domesticmarket. China jewelry industry competition is still in the initial stage, the lack of truly talentedmarketing talents, the lack of independent brands, marketing idea is thin, industry competitionis intense. Enterprise oneself also face positioning, market awareness and marketing strategyand other problems.This paper takes marketing theory as a foundation, through to the jewelry industrymarket environment analysis, the integrated use of literature analysis, interview, case analysisand so on, to the Qingdao CQ Jewelry Company’s problems and solutions are discussed.Application of Philip Kotler marketing management theory to the Qingdao CQ JewelryCompany’s external environment system analysis; applying Potter’s theory of" five forces"jewelry market industry and competitor analysis; the Qingdao CQ Jewelry Company productstrengths, weaknesses, opportunities and threats for comprehensive assessment (SWOT analysis); with a market survey of buying behavior analysis; in the research of marketsegmentation based on the market position of enterprises, completed the selection; finally putsforward a new marketing strategy, identify suitable for Qingdao CQ Jewelry Company in thedevelopment of powerful road.In practical application, this article through to the Qingdao CQ Jewelry Companymarketing strategy research, combined with the enterprise’s own production salescharacteristics, analysis of the enterprise in the marketing process problems, and give thecorresponding suggestions. It is breach with this, small and medium enterprises to explorehow can withstand the test of time, in the remain invincible in the competition.