Research On Differential Competition Strategy Of T Jewelry Company

After 30 years of development,China's jewelry industry has made remarkable achievements.Entrants' number in growing has been attracted by the expanding market,with the jewelry stores'number rising rapidly,and industry competition is becoming increasingly fierce.The concentration keeps a low level.Moreover,the entrance of overseas brands and the rise of the domestic small or medium-sized brands contribute to the problem of exacerbating competition,product homogeneity,price war and other issues.The jewelry industry is facing new opportunities and challenges on the conditions of China's economic slowdown,the industrial 4.0 and the impact of the Internet.Undoubtedly,differentiated competitive strategy of a jeweler is a sword to gain the advantage in the fierce market competition.On the basis of reading a large number of research literatures,this paper chooses T jewelry company as the research object,and studies the competitive strategy of T jewelry company through qualitative,interview and comparison methods.This paper fully analysis the jewelry industry macroeconomic environment,internal environment and competitive structure of T jewelry company.Using SWOT analysis method to analysis T jewelry combined with its current business strategy objectives,management situation and problems.To establish a differential competition strategy choice for the T jewelry company,at the same time the paper develops a specific strategy for the implementation of the program by six dimensions of the brand,the market,the channel,the product,the production and the service.Furthermore,in order to ensure smooth implementation of the strategy,five strategy safeguards are put forward.This paper researches on T jewelry company's competition strategy for finding and solving problems for T jewelry company in the transition period of fierce competition,and establishing the compatible differential competition strategy to maintain a competitive advantage so that the enterprise will achieve a continue and healthy development.T jewelry company is a veteran of the domestic jewelry company,whose industry chain can be fully utilized into all the aspects,and operates a long history.This paper studies on the T jewelry company's competition strategy,hoping to refer to other companies in the same industry.