The Study On The Product Position Strategy Of TSL Company

Jewelry industry increasingly fierce market competition， economic policychanges in the international and national， industry competition to fight hand to handwith hand to hand combat， the domestic jewelry industry is facing reshuffle pattern.TSL， once a high diamond retail market leader， is now caught in a dilemma，brands and products become increasingly blurred in the minds of consumers. Theacademic research on the positioning theory and combined with the actual operationsituation of TSL Company， make scientific orientation of diamond series of newproducts， TSL ETA， help ETA products become effective tool for the disseminationof corporate brand culture， help enterprises to occupy the market， make thecompetitive strategy of differentiation， from the red Sea into the blue sea， enhancecompany the product profit.The research is based on the analysis of consumer behavior research， usingSWOT， Potter’s five forces analysis method to analyze the market competitionstrategy， product， consumer habits from and to analyze the research， from thedemographic variables， consumer variables， psychological variables as the startingpoint， the cognitive function of jewelry for consumers， purchase motivation andhabit， study new attitude and communication channels etc.. Combined with thecompany’s goals and brand positioning， the positioning of products were described，from a functional main wedding high-end market， using different product diamondcutting technology and the high quality mosaic technology， to create a high-end，timeless classic， a beautiful story products， mainly from the first-tier citiesespecially the wedding market and gift giving Market users， in particular toanniversary gifts and two regions to build competitive advantage in the market placein the wedding anniversary. And the location is the product of the product marketingstrategy planning.