Guangzhou Yu Baixiang Jewelry Co., LTD Jewelry Customization Marketing Model Research

With the continuous improvement of people’s living standards, people’s ability to greatlyenhance the luxury consumption, in2011, total jewelry sales have accounted for13%of totalglobal jewelery sales. Cartier as the representative of international brands have entered theChinese jewelry market, the domestic jewelry brand is mushrooming born. As the jewelryindustry increasing pressure of market competition, major jewelry companies have begun toseek a new marketing model, in order to occupy a place in the jewelry market.In this paper, the Guangzhou Yu bai Xiang Jewelry Co., for example, to explore thecircumstances of its new customized marketing model. The study was designed to investigatea reasonable solution, using expert interviews jewelry sales Yu Bai Xiang make a preliminaryunderstanding; and using literature to understand the relevant circumstances relating to themarketing of custom jewelry and jewelry design the corresponding questionnaire furtherin-depth analysis Yubai Xiang jewelry sales and consumer choice for jewelry habit. In theunderstanding of concepts related to jewelry custom after custom jewelry at home and abroadthroughout the development process, such as analysis of the current number of customjewelry homogenization of surviving more serious brand is not enough, big but not strongcorporate issues; and extract the jewelry sold4large elements: brand, marketing, service,looking. Yu Bai Xiang jewelry company do for a basic understanding of marketing analysis ofthe company’s jewelry case and marketing features, compare the experience of successfulcustomized service with international brands Cartier, summarized.After the theoretical preparation is completed, the data collected by questionnaires toempirical analysis, preliminary sorting of the survey sample, classify and explore consumersgender, age, income and other property for their jewelry sales impact of different types ofconsumers preference jewelry case, the degree of concern for the country to understand thesituation and different jewelry brands, consumers specific requirements for jewelry salesservice and customer retention rates circumstances Yubai Xiang jewelry. On the basis ofsurvey data analysis, combined with the company’s own characteristics Yubai Xiang Jewelryconduct strategic SWOT analysis of their jewelry customized marketing model, acomprehensive analysis of Yu Bai Xiang jewelry customized marketing advantages,weaknesses, opportunities and challenges factors, and summarizes its development strategy,SWOT analysis of the structure to draw the appropriate table.Finally, the concluding remarks, from jewelry design gives a comprehensive, qualityjewelry, jewelry brand and the specific marketing strategies and promoting these four aspects Yubai Xiang Jewelry customized marketing development of relevant policyrecommendations.