Research On The Strategy For Promoting Brand Competitiveness Of Wanshou Jewelry In Nanchang

With income growth and escalating demand, Chinese consumers increasingly look for high quality jewelries. The foreign famous brand and the Hong Kong jewelry brands have entered the Chinese market. Domestic jewelry market competition is increasingly fierce. Jewelry enterprises enter the era of brand competition.To promote the sales of jewelry enterprise brand competitiveness, We used the method of literature review, case analysis, interview, questionnaire analysis and the combination of theory and practice. We expect to combine the theoretical knowledge and jewelry industry's own characteristics, to find the key factors affecting the competitiveness of local jewelry brand.In the first chapter, the paper puts forward the research background and the research problem, analyzes the research status and significance, determines the content and methods of the topic, and expounds the characteristics and innovation of the research. In the second chapter, the author studies the concept, composition and influencing factors of brand competitiveness through literature review, as well as the market characteristics of domestic and local jewelry industry, The third chapter in this paper, taking Nanchang Wanshou jewelry brand as an example, through market research and interview, combined with China's jewelry industry and Nanchang local market situation, the use of impact factors of brand competitiveness analysis is to evaluate the full range of longevity jewelry brand building, jewelry brand presence in the market competition, problems are analyzed, for the proposed to enhance the competitiveness of the brand strategy, and gives the specific measures, in order to promote the development of jewelry enterprise brand, provide a reference for the jewelry industry brand development research.