STP Strategy Study On Y Series New Product Line Of AK Company

With China's economic declined,the domestic jewelry market has been through a rational adjustment and integration process.In this competitive environment,product positioning provides guides for enterprise to avoid direct competition and obtain competitive advantages,so STP strategy is an important step before launching the new product.The research on AK company's upcoming Y series products is based on the jewelry products consumer preference survey analysis,combined with PEST,SWOT,Potter five forces model analysis model and analysis different market segments,consumer behavior,consumer preferences,purchasing psychology,where to buy,consumption and other factors.According to the target market competitors and target market potential customers' attitudes to make a clear direction in the market.From the results of the survey,the K gold market is a potential market,28.8% of consumers is preferring in K gold.For K gold jewelry series,a clear preference for low K gold is 8.3% and the proportion of no preference of low or high K gold is 22.8%.Under 25 years of age,45.6% samples have no clear preference for high or low K gold.The consumers of 26~35 age group who have no preference for the K gold value is 20.81%.For the consumption frequency and annual consumption capacity,the age group of under 25 and 26~35 have huge potential.From the research report,92.8% of the sample shows that they had jewelry consumption in the past year.K gold market has huge potential,and competitors haven't formed a monopoly yet.Therefore,Y products is considering of choosing low K gold jewelry market as the target market,through the analysis of consumer preferences and purchasing capacity,planning to create a competitive advantages of Y series products.Combined with the 4P marketing theory,and providing guidance.