A Study On The Network Marketing Strategy Of Small Medium-Sized Imitation Jewelry Enterprises

Since our country adopted the policy of reform and opening up and the rapid development of economy and culture,people's living standard has entered the well-off type from adequate food and clothing,advocating individuality and fashion,which has become the pursuit of people.The imitation jewelry industry came into being.As the imitation jewelry industry belongs to the emerging industry,its marketing mode is still at the stage of development,so all the traditional and single relatively backward marketing methods are adopted.From the initial design to the final circulation,the products can be passed through layers of steps to reach the customers.Not only that,the imitation jewelry industry also has many shortcomings,such as single product style and simple modeling;this industry has not yet established a sound and effective industry standards and codes of conduct,leading to the market more chaotic.In addition,the traditional way of marketing also greatly increased the circulation of products,which makes the transit fee too high,it eventually led to the final sale price of the product much higher.To make imitation jewelry more quickly and more reasonable price to the end customers,network marketing will become one of the key factors in the development of imitation jewelry.In this regard,for contemporary enterprises,by innovative marketing methods and making good use of scientific and technological means to develop a rational network marketing strategy is crucial to their development.Jewelry Company X is located in Guangzhou.Guangzhou is one of the three major jewelry bases in China,with a large number of small and medium-sized jewelry enterprises.This essay takes Jewelry Company X for example.It aims to study its network marketing status and problems in-depth analysis based on 4Cs marketing theory,network direct marketing theory,and network integration marketing theory and other related network marketing theory.In this essay,the author uses the comprehensive using of literature research and questionnaire survey methods and combines with PEST analysis tools,Five Forces model,and SWOT analysis to analyze the status of Jewelry Company X.This essay customized designed a practical network marketing improvement strategy for Jewelry Company X to solve current facing problems to enhance its sales and improve its competitiveness,in line with its strategy of steady development.This work not only provides inspiration and reference on the network marketing strategy for the small medium-sized imitation jewelry enterprises but also makes some suggestions on the network marketing strategy for Jewelry Company X.The innovation of this essay first from the perspective of subject material selection is about the imitation jewelry enterprises marketing strategy analysis.In the current domestic and foreign research results,some cases are mainly in the analysis of fine jewelry enterprises but lack the network marketing analysis of the imitation jewelry enterprises.The second aspect is that this essay specifically followed by theory and work practice.Through the combination of relevant marketing theory knowledge and the author's own operation status of Jewelry Company X,it provides the specific marketing strategy of network marketing issues and explores how small and medium-sized jewelry enterprises to win in the competition.