Research On Marketing Strategy Of Jade Jade Retail Enterprise In Yunnan Province

With the rapid development of national economy, China has become the biggest consumption market of jadeite in the world. As the birthplace of the Chinese jadeite jade culture, Yunnan plays an important role in the development of Chinese jade market. At the present stage, Yunnan jadeite market into the adjustment period. It appears this kind of circumstance not only with the micro and macro market environment of Yunnan province even China and the abroad, also with lots of problems in doing business of the jade jewelry company. Therefore, to the retail enterprises in this market, it is meaningful to research the present situation and problems on system analysis.In this paper, based on the marketing 4PS theory, using the principles of marketing, porter five forces competition model, the sampling survey method, SPSS statistical analysis software and the SWOT analysis method, analyzes the macroscopic environment and microcosmic environment of jadeite market in Yunnan province; questionnaire survey was conducted for Yunnan province jade jewelry consumers, using quantitative analysis analyzes the effective data; qualitative analysis was carried out on the Y jade jewelry company in Yunnan province, using the theory of 4PS, give specific marketing strategy combination for Y to reference.According to the author’s research of jadeite jade market, which include the seller and buyer in Yunnan province, and the surveys and analyses of jadeite retail enterprises, then get the following research conclusions:(1) It will have a short-term good steady development of jadeite jade market in Yunnan province; a sustained rise will appear in the purchase cost of jadeite. Buyer’s market comprehensive ability will ascend; Jadeite retailer’s competition will aggravate.(2) in view of the unique and outstanding problems of the Yunnan jade retail enterprise, from the following several aspects:to solve enterprise restructuring, strengthen the learning of the management theory; Pay attention to corporate image, establish the corporate identity system (CIS); Differentiation positioning for the product; Scientific design of the product pricing strategy; Pay attention to advertising; Improve the quality of all staff; Perfect the enterprise sales network; Cooperating with backward integration, to ensure the smooth development of the enterprises.(3) In Yunnan province, groups and individuals to tourism in Yunnan province as the main body of jade jewelry consumers; Different gender, age and income will affect their buying behavior; Consumption ability, age, record of formal schooling and personal monthly income has significant correlation relationship.(4) Y jade jewelry company is one of jadeite retail enterprises in Yunnan province, the enterprise itself should be taken to give priority to with SO strategy, both the overall marketing strategy of ST strategy. In the aspect of product strategy combination of product brand strategy, similar products packaging strategy; Selects the price in bid price strategy, combining discount, allowance and bundling pricing strategy pricing method; Using the direct-sale store mode, e-commerce mode and franchisees channel strategy; Using advertising, personnel promotion, sales promotion, public relations and other promotional strategies.