Z Jewelry Company's Marketing Strategy Optimization Research

The jewelry industry has entered the L-shaped bottom Development Zone in the global scope.The global jewelry consumption has been declining for two years since 2017,un doubt edly indicating that the jewelry industry is experiencing a cold winter.The adjustment of the transition period.The development of the domestic jewelry market is also differently optimistic.The competition in the jewelry industry has become more intense.During the downward adjustment phase of the entire jewelry industry,Z Jewelry Company has also fallen into marketing plight.The research on the optimization of marketing tactics of Z Jewelry Company in this article has practical significance for improving the marketing competitiveness of Z Jewelry Company.Through the methods of literature collection and case analysis,this paper analyses the 4Ps marketing situation of Z Jewelry Company in terms of product strategy,pricing strategy,marketing channel strategy and promotion strategy.The existing problems are pointed out,and the optimization strategy is pointed out at the end.Generally speaking,through the analysis of Z jewelry marketing situation,this paper finally draws the following conclusions:Z Jewelry Company has basically completed the process of brand creation,development and precipitation through the formulation of goals at all stages.Moreover,Z Jewelry Company,when establishing its brand,carries out market positioning and analysis combined with advanced management experience,with relatively clear objectives,which provides a good basis for the company to expand its market and expand its scale.During the period of rapid development of jewelry industry,it seized the market opportunity and laid a certain brand foundation in the process of market development.However,through the analysis of the current marketing situation of Z Jewelry Company,we can see that there are some problems in Z Jewelry Company,such as product singularity,traditional pricing methods,narrow channels and traditional promotion methods.These problems will hinder the company's brand upgrading and expansion in the future.In this paper,the existing problems in the current marketing situation are analyzed,and the marketing strategy mix is formulated and improved.On the original basis,the existing resources are optimized and restructured from four aspects: products,prices,channels and strategies,providing resources guarantee measures for the follow-up goals.