The Marketing Strategy Research Of WJ Jewellery Company’s E-commerce

Nowadays with China’s rapid economic growth and fast development in electric commerce territory, traditional industries were shocked inordinately by the E-commerce industry, especially to China’s jewelry industry which is growing and developing slowly under affects of e-commerce. Lots of Jewelry Company have been trying to struggle by being a e-commerce jeweler but not doing very well, because there’s lots of problems that need to be solved in marketing, operations and management. The purpose of this paper is to find out some solutions to solve those problems. This article is analyzing WJ Jewelry Company’s e-commerce brand called8Hearts by including marketing theories, strategy and operation management theories and plenty of real-time sales data analysis, trying to find a series of marketing and operation modules.This paper firstly introduced the background of China’s current internet, e-commerce and jewelry industry, then followed by WJ’s e-commerce problems. Secondly, inside and outside environment analysis and competitor cases diggings included in marketing strategy part. Thirdly, technology and theories helped WJ to figure out a feasible solution. Lastly, this paper spells out how to ensure the procedure and the outcome.The study is based on the business sales strategy, the group indemnity of the strategy implement and other related means also a great number of real cases Ⅰ experienced during the years of work. Therefore this exploration of business sales management has its practical value in its own field but also some reference to jewelry and e-commerce industries.