Marketing Strategy Research Of Beijing Jinyucuifu Jewelry Co.,LTD. Based On Competitive

Jade jewelry industry got rapid development in recent20years thanks to the rapiddevelopment of national economy, the growth of family income and the promotion andpopularization of the knowledge for jade jewelry. Both enterprises engaged in jade jewelryand jade jewelry sales have increased significantly. The prosperity of jade jewelry industrybrings high profits to enterprises in the industry, at the same time, attracts a large number ofmoney and personnel flow in the industry, making the competition increasingly fierce. Smalland medium enterprises are facing huge pressure to survival and develop especially afterinternational jewelry giants who have great power in financial and technical. Excelentemarketing strategy has become a competitive qualification element to get sales success forsmall and medium jade jewelry enterprises in the industry environment. Rational marketingstrategy is essential, so researching marketing strategy of jade jewelry enterprises is a veryimportant thing.As a professional company in jade jewelry industry, Beijing Jinyucuifu jewelry co., LTDhas had a certain influence in the industry through more than ten years development. However,as a medium enterprise, how to get competitive advantage in the market to ensure thecompany develop continuelly is a big problem which Jinyucuifu faced. Reasonable marketingstrategy is necessary for Jinyucuifu.This paper discussed relevant competitive strategy theory such as Porter’s five forcemodel, competitive strategy selection and Ansoff Matrix in order to provide theoreticalsupport for the establishment of marketing strategy. In addition, the comprehensive accurateassessment on the enterprise’s marketing environment is also essential. Macro marketingenvironment and jade industry environment are the two levels analyzing in this paper. Aftercomplete marketing environment analysis, this paper analyzed the competitive power ofJinyucuifu from product design ability, carving and processing ability, sales channels, brandeffect, marketing team construction and other aspects. To make sure the results of analysisbeing correct, lateral comparison with other companies has being adopted. Through anlysisabove this paper find competitive advantage and disadvantage of Jinyucuifu. The evaluation of marketing environment and the analysis of the competitive power constitute so-calledSWOT analysis, it provide a direction for marketing strategy. In the last part, this paperprovides market penetration and product development which are based on differentiationstrategy to choose for Jinyucuifu, and high customized, internal marketing, social media useare developed to ensure the strategy be implemented.