Research On Brand Promotion Strategy Of Century Fate Jewelry Co., Ltd

The report of the 19 th National Congress clearly stated that the construction of a modern economic system requires the comprehensive construction of a world-wide high-quality and strong brand country.China is the second largest producer and consumer of jewelry in the world.For Chinese jewelry companies,competition in the future has shifted from resource and channel warfare to brand warfare.The nature of competition has also shifted from occupying the market to occupying customers' mind.Compared with European and American jewellery brands,domestic jewellery companies have a short history and low brand premiums.However,domestic jewelry brands have a better understanding of the human environment in the Chinese market and should bravely walk out of the differentiated brand building way.The use of brand rituals in the construction of the brand strategy is the brand strategy of SJONO Jewelry Company.This article takes SJONO Jewelry Co.,Ltd.as the object of empirical research and applies the brand strategy,marketing principle and brand ritual theory to the company's brand strategy practice.Based on an objective analysis of the internal and external environment of SJONO Jewelry Co.,Ltd.,the author uses the SWOT analysis model to further analyze the internal advantages and disadvantages,the external opportunities and threats,then proposes corresponding strategies.At the same time,based on Kevin Keller's brand resonance theory,surveyed SJONO Jewelry and MLE Super Wedding Rings,from brand salience,brand perception,and brand association.Analyzed and compared the brand evaluation of the two brands.Based on the problems and opportunities of the two brands found in the survey,the author put forward his own opinions on the improvement of the brand strategy of SJONO Jewelry Co.,Ltd.,focusing on the role and application of brand rituals on brand value and brand strategy..In addition,based on the issues found in the survey,the MLE Super Wedding Ring and SJONO Jewelry were proposed to increase brand awareness and brand awareness.For other jewelry companies have certain reference significance.