| With the development of Chinese economy and improvement of people’s living standard,Chinese jewelry industry has entered a rapid development stage. Since the 1990’s,The gross sales has a continuous & massive increase, which reached to 550 billion yuan in 2013, grow for 23.9% compare with 2012. The domestic jewelry industry has greatly changed the pattern of the market, also the consumer habits and consumer psychology has changed dramatically after the reform and open policy.At present, China’s jewelry market exists the following several characteristics: strong brand basically take Kumar, alone collar Market;consumers buy Jewelry purpose remains in the value investment and display status; jewelry quality further improved along with the improvement of process technology of jewelry;jewelry to carry out sales scale in the network more and more stronger; low sales promotion strategy of jewelry still play a role; the main means in the future market competition should be brand competition.This paper is based on the Shenzhen A Jewelry Co. Ltd.(hereinafter referred to as the A jewelry company) for the analysis of the actual situation, through market research tools,adopt a variety of flexible marketing strategy, make the enterprise scale and a boost in sales.A jewelry company has processing factory with the advantage, the wholesale agent model to expand the market, the two or three line of the city as the main goal of marketing, brand promotion with advertising promotion means. Based on the thorough investigation of the current situation of A jewelry company marketing management, analysis the company’s strengths, weaknesses, opportunities, threats, and various factors affecting Potter’s five forces model, combined with the current domestic jewelry market environment and puts forward the A jewelry company future market positioning and marketing strategy, the hope can a lead role as A jewelry the company and the other domestic jewelry industry enterprise marketing management. |
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