Research On The Development Strategy Of G-Brand Emerald In Nanjing Market

With the development of our national economy,the residents 'disposable income is increasing,the residents' consumption ability and consumption desire gradually increase,and the expenditure of personal development and enjoyment is growing rapidly.From the statistics of consumption statistics in recent years,in all categories of consumer goods,gold and silver jewelry consumption growth rate ranked first.Consumption concept more and more mature and rational consumers,consumer behavior,more and more attention to the connotation and cultural heritage,jade this has thousands of years of history of jewelry,but also more and more consumers agree and accept.In this paper,the G brand is a special sales of jade jewelry brand,which in Nanjing through the counter sales model for several years,for various reasons,temporarily out of the market of Nanjing.This paper first introduces the background of the topic and the significance of the study,and gives the ideas and methods of research,but also combines the methods and theories used to elaborate the marketing concept.Through the 4P theory of the G brand status and past success and failure experience to do a sum analysis,given the current return to the emerald sales market is still feasible conclusions.And then through the PEST analysis of the jade market,the overall external environment of the analysis,the current trend of the overall market is still steadily rising market outlook,the market prospects;another focus on the analysis of the return of the G brand to Nanjing market analysis(including the market,consumers and competitors),the results show that,G brand selection at this time to return to the Nanjing market is still possible,but need to make a good strategic planning.Finally,the SWOT analysis method is used to analyze the advantages,disadvantages,opportunities and threats of the G brand.For the analysis results,give full play to the advantages of the brand,take advantage of the opportunity to avoid the brand disadvantage,face the threat;combined with STP theory,According to the brand's own situation,combined with the current consumer spending habits and the status of the Nanjing market to determine the target market for the low-end jade market.Finally,the author puts forward the strategy suggestion:establish the target market;establish the brand idea;establish the product style;expand the sales channel;establish the brand communication channel;carry out the private customization;respected the service first idea,finally put forward the safeguard measures of the strategy implementation.The article finalizes the importance of brand marketing,tailored to meet consumer needs,and provide a full range of services to meet consumer policies.