The Research On The Strategies Of Focus Marketing For Hengbang Gold And Jewellery Group

In recent years, the jewelry market of China grows fast, in which competition isbecoming increasingly fierce. The domestic retail sales of gold jewelry have reached295.9billion Yuan in2013. Jewelry is expected to become the third largestconsumption hot spots, following housing and cars. With the continuous expansion ofdomestic jewelry market scale, different kinds of goods, diverse brands and boomingmarket models appear, which distracts too many enterprises. In addition, it is notfeasible to adopt comprehensive offensive strategy when limited by their resources.Thus accurate and appropriate use of marketing resources has become an importantguarantee for success. Therefore, more and more enterprises aim at seeking to matchthe enterprise’s own advantages against market chance and maximize the use ofresources. In this case, there is great theoretical and practical significance to designthe customized and most suitable marketing strategy for the new entrant Hengbang.To enhance competitiveness, Hengbang must focus its limited marketingresources on some marketing element or one point using focused marketing strategy.The core of focused marketing strategy is “selection” and “matching”. First, makeclear the strengths and weaknesses to find a market segment most matching their ownadvantages, then maintain the concentrated core value of the brand consistently, planproduct line rationally, choose the best mode or form to access to markets.Eventually centralize scattered marketing resources to create synergy so as to achievemore from less.By sampling survey of jewelry consumers’ purchasing preference in Harbin,Shenzhen, Guangdong, Shanghai, the quantitative analysis shows that there aredifferent consumer preferences with different ages, gender, marital status, region,social class. The service quality and the product designing styles can affectconsumers’ understanding value of the brand. Brand monopolized shop is a betterchannel for brand promotion.This paper constructs a theoretical framework of Hengbang4F focusedmarketing from the market, product, brand, and channel aspects based the research.Firstly the market focus, product focus, brand focus, the channel focus are redefined, then a systematic method of operation is provided for classification andimplementation process of the marketing strategy combining relevant cases, finally aspecific focused marketing mix strategy is customized for Hengbang in this paper.