Research On JB Company's Gold And Silver Coins Marketing Strategy

Gold and silver coins are one of the important forms of currency and carry a particular importance in the ways of collection,investment and gifts and so on.As the leading company in gold and silver coins business,the marketing strategy of JB is of great significance to the development of the coin industry.Due to the special features of legal tender coins of its authority and uniqueness,the gold and silver coins become a monopoly resource,which leads to the relatively low operation pressure and the long term neglect of effective marketing method.At present,the pressure of economic downturn as well as the internal and external factors together leads to the serious situation of China's gold and silver market size constant shrinking.However,the current theoretical and empirical research on Chinese gold and silver coins is still lacking,especially the research on the related issues of marketing strategies,which brings certain obstacles to the theoretical research and scientific rational formulation of gold and silver coin marketing strategies.How to utilize the market strategies to seize the development opportunity,cope with the market challenges,establish a sound enterprise image and enhance the business revenue have become a pressing issue for JB.How to link theory with practice and analyze the rationality and limitations of gold and silver coin marketing strategy is very important for JB company to expand customer base and respond to market pressure.It is also crucial to the role of gold and silver coin as the carrier of the excellent Chinese traditional culture and Chinese coin culture.Based on this,the thesis combined the practical experiences with related theories,qualitative analysis with quantitative analysis,and utilized the market data and questionnaire data,a multilevel analysis was earried on from the angle of JB company's marketing strategies.Firstly,it analyzed the weakness of the current marketing strategies through discussion on gold and silver market's 4P,namely its products positioning,pricing,place and promotion.Secondly,through using SWOT,it did an in-depth analysis on the background,the status quo and the problems of the existing gold and silver coins market,thus identified the reasons behind these problems.Finally,based on the analysis,a series of targeted optimized strategies on product,promotion,pricing and place was given and evaluated in the thesis.The results show that the strong features of planned economy and the leading role of administrative measures of JB company has led to the lower degree of its marketization.Under the situation of lacking overall arrangement in advertisement,the company's top-level design still needs to be improved.Other problems also lie in the channel conflicts due to the not enough control on the sales channels,lack of understanding of its customers and the limited customers base,and there are still room for improvement on the overall control of the gold and silver coins programs.The optimized strategies in the thesis can serve as some guidance on the company's development direction,and the result of quantitative analysis shows that the optimized strategies in the research can improve the development quality and economic benefit as well as help the dynamic prediction on the different customer base.