Research On Dalian I&S Jewelry Marketing Strategy

Marketing exists in every corner of life.With the intensification of competition in various industries,marketing has become an indispensable means for the survival of enterprises,as is the jewelry industry.With the improvement of people’s living standards,jewellery has been loved by more and more people.Wearing a suitable jewel can make people’s temperament fully improved.At present,jewellery has become an indispensable part of people’s daily life.In the 1980s,China’s jewellery industry began to revive.In the next two decades,China’s jewellery industry has developed rapidly and has undergone earth-shaking changes.The variety of products has increased from the original pure gold and silver products.Gold,silver,jade,jade and diamonds,etc.,the brand is also a lot more than before.Although China’s jewelry market is developing late,its development speed is very fast,and it has become a must for all major jewelry brands.As a second-tier coastal city in China and a benchmark city in the three northeastern provinces,Dalian’s jewelry market has become more and more hot in recent years,setting off a boom in jewelry consumption.However,in the past two years,due to the slowdown in domestic economic growth,consumers have become more rational and understanding of jewelry consumption,and the jewelry market has also shown a downward trend.In the face of such a situation,brands are in urgent need of adjustments in market strategies to adapt to a series of changes in the market.This paper first analyzes the relevant theories of marketing through literature review,expounds the importance of marketing for jewelry enterprises,then analyzes the establishment and development of I&S jewelry with the research of Dalian I&S jewelry store,and analyzes China and Dalian.The current situation of the jewelry market analyzes some problems and challenges in the marketing of Dalian I&S Yuanshang Jewelry Store.Then,this paper proposes solutions to the above-mentioned problems,and believes that Dalian I&S Yuanshang Jewelry can be from products,The five aspects of price,marketing channel,brand and customer relationship management have been improved,which has opened up a new path for its future development in Dalian.