The GD Jewelry Company Marketing Strategy Research

Based on the relevant materials, in2011China jewelry sales have reached260000000000yuan, reach the world total consumption volume13%. China market, brand jewelry and crowded, Hongkong brand, Chinese domestic brands compete intensely, even international major suit also expand market share in china. Reforming and opening30years, Chinese economy gained the success that attract worldwide attention, China’s jewelry industry with the high speed development of economy, a new force suddenly rises., has become the people to meet basic living security after the consumer focus. China jewelry consumption with the United States, Japan and other developed countries entered the$10000000000club.GD jewelry company founded in1990, belongs to GD Geological Bureau (former provincial Bureau of Geology and mineral resources, is the only province) GD a state-owned jewelry company, its business has not only the traditional jewelry enterprise design, production, sales, and more professional, authoritative scientific research, identification and other business. In this paper, through the SWOT analysis method, to explore the GD jewelry in the industry competition advantage, shortage and opportunity, threat. This paper on China’s jewelry market history, expected, feature analysis, also using the method of questionnaire survey, the GD jewelry at GZ city consumer research. After the author, GD jewelry company and market demand and competitor comparison, still do not suit, overall present brand influence, small scale, insufficient strength slants small, competition ability is not strong, lack of development potential of the situation, the reason is divided into internal and external reasons. The internal reasons are:lack of product brand market influence; enterprise scale, enterprise system needs improvement; business management concept not advanced enough, the lack of human resources. External reason is that:the international well-known jewelry brand to occupy the high-end market; other domestic regional brand direct competitive threat; and other peer companies faced with the homogenization of products, price war threat; the pressure of rising costs and challenges.GD jewelry in the development of the industry, the future marketing must from traditional single information indoctrination, steering media communication, content, way of innovation, enhance brand value and core competitiveness, the company’s marketing center also will shift the responsibility and value marketing.