Study On Marketing Strategy Of LFF Jade Jewelry In Shenyang Market

In recent years, with the demand of jade jewelry increasing year by year, and as the consumers’economic situations and spiritual pursuits improve, they begin to take the fancy of jade ornaments which can mostly embody their unique tastes and character among all kinds of jewels. The Chinese traditional favor of jade ornaments can date back to ancient times, and they are regarded as the essence of the spirits of heaven and earth, showing the rich Chinese culture. Besides, the health care function of jade jewelry has been valued tremendously by the busy office staff in the current society. Therefore, the people’s favor of jade ornaments enhances with the social and economic progress and consumers’pursuits of aesthetics and health.At present, the jade jewelry market in our country develops relatively slow, and especially medium-low end jade jewelry market is in chaotic order, for selling fake and inferior commodities to pretend to be true, the homogenization of products being of a high level and an industry standard lacking in its sales service. These phenomena all adversely satisfy consumes’increasing demand for jade jewelry. The high-end markets of jade ornaments are mostly occupied by foreign brands, and however, their raw materials come from mainland China. Most domestic companies of jade ornaments only focus on short-term interests, and are reluctant to devote money to creating their brand image, and meanwhile they are unable to effectively conduct market segmentation, as well as explore a new profit growth point, which makes the development of jade jewelry market in our country unable to meet the needs of the consumers.This paper takes the market of LFF Jade Jewelry Company in Shenyang as the research object, and also the problems of sales existing in Shenyang jade jewelry market are introduced. The cause of the problems is analyzed from the theories such as Marketing Mix Theory, Brand Marketing and Experiential Marketing. And improving strategies of the corresponding problems are proposed to gradually perfect the company marketing strategies. And at the same time, this case has built a good practical example to the steady development of medium and small-sized domestic jade jewelry enterprises in nowadays fierce market competitions, and enlightened the jade jewelry market in our country to lead a steady and healthy way of high-speed development.