Marketing Diagnosis Report Of Q Jewelry Company

With more than ten years development,the jewelry industry has experienced the important course of China's economic boom.Gold jewelry is one of the iconic representative industries that integrate Chinese traditional culture with fashion culture,which has a huge influence and cohesion at home and abroad.The domestic consumption sum of jewelry ranks at the first place in the world,which has attracted the attention of the world's leading jewelry brands so that they began to focus on developing the Chinese market.For example,internationally renowned jewelry brands,such as Cartier SA,Tiffany,Bulgari,Van Cleef & Arpels,have opened shops in the first tier cities in the country,causing great pressure on domestic jewelry brands.The current Chinese jewelry market has formed a kind of tripartite situation of international famous brands,HongKong brands and mainland brands.As the development of China's economy shows the characteristics of the “new normal”,the transformation and upgrading of enterprises is extremely urgent.The disorderly expansion of the business scale of the jewelry industry,excess capacity caused by product homogeneity competition and capital chain tension brought about by blind cross-border investment have caused confusion and doubt to the industry.Q Jewelry Company,as a traditional jewelry company developed since1997,goes from Shenzhen to the whole country through its own continuous development and it has become a one-stop comprehensive jewelry company ranging from the production,processing,wholesale,retail to the import and export business.But with the constant change of the internal and external environment,Q Jewelry Company cannot be immune to the effects,and it has also experienced a period of expansion and contraction of the brand and also faced a lot of problems such as excess capacity of low-end products,the lack of strategic planning for its brand building and the change of the consumer consumption concept and so on.Among them,the backward marketing method is the shortcoming of Q jewelry business operation.As president Zhang said: "Our Company must re-subdivide the market,identify the brand positioning and make sure that the marketing strategy keeps pace with the times”.Through combining their own experience with the scientific theory knowledge,this paper analyzes Q Jewelry Company from the market segmentation,target market and market positioning by using business models such as STP model,4Ps and SWOT analysis model.It further investigates the product,price,channel and promotion and it takes enterprise data as the basis,the industry situation as the standard and the scientific theory as the guidance to put forward some improvement measures and suggestions combined with the jewelry market under the new situation.