Research On The Marketing Strategy Of WS Jewelry Company

China has a long jewelry history and a profound culture. It has become one of the few countries in the world, in which the jewelry consume is more than ten billion US dollars in spending. The consumption of some important jewelry varieties ranks highest in the world. With the rapid development of our economy and the maturity of consumer groups, the consumer’s rigid demand for jewelry and the jewelry consumption will continue to maintain strong growth.Marketing for jewelry retail business is almost the only way to create profits. The establishment of rational brand marketing strategy is an important measure to improve the competitiveness of enterprises and expand the development space. However, the overall level of development of China’s jewelry retail industry is not high, and the existing jewelry retailers still have many problems, such as the lack of brand awareness, the lower reputation, the lack of cultural connotation of products and the inundation of homogeneous products. All of these factors severely hamper the rapid development of the Chinese jewelry retail business.Based on the development of the jewelry retail business and the internal and external sales environment faced by the business, the marketing manager for the small and medium local jewelry company-WS jewelry Co., Ltd-is analyzed and studied systematically. The marketing management strategy and implement for the company’s continued development are proposed. In this paper, the first chapter introduced the research background and significance of the thesis. The second chapter focused on the relevant marketing strategy theory. The third section discussed the marketing status of the WS jewelry company and highlighted the presence marketing problems and causes. The fourth section discussed the current jewelry marketing environment from the three aspects of jewelry market demand analysis, consumer behavior analysis and industry competition. The opportunities and challenges faced by the WS jewelry company were identified. Moreover, the target market and the marketing mix strategy for the WS jewelry company were proposed in the fifth chapter. At last, based on the transformation of the marketing concept, the improvement of the marketing team, the establishment of the brand management organization and the financial management, the safeguard implementation of the marketing strategy for the WS jewelry company was proposed.