Research On Marketing Strategy Optimization Of Shenzhen ZLF Jewelry Company

The reform and opening-up policy,the great achievements in foreign trade and national economy have attracted worldwide attention,in 2019 it has reached the threshold of nearly 100 trillion RMB。As the development of the economic,the jewelry industry got the chance to developed rapidly,however,the results of rapid and extensive developed is lots of jewelry industry and brand increased,lead to fierce competition and homogenization of products and low vulgarization of marketing.But with the progress of society and the development of information technology,consumers are much more easy to obtained the knowledge of Luxury,the more they get to know,the demand for jewelry is also higher and higher,which require the enterprise and the brand to work with consumers as the center,to meet the needs of consumers as the starting point,only in this way we can get the favor of consumers and get the recognition of the market.In thus,it is urgent for jewelry enterprises to adjust and optimize the marketing strategies.In this paper,Such tools and relative marketing theory are used to analysis the ZLF jewelry company in Shenzhen,looking for the advantages and problems of the company’s internal resources,the opportunities and competition of market developmen.And combined with the company’s status and the existing problems,according to the market segment,target market options analysis,to obtain the ZLF jewelry market position in the market,and to build it’s fashion brand image.The product orientation is to lead light luxury fashion with emotional expression jewelry,to build the brand,serve and emotional differentation products.In this paper with analysis,combined with the current status of ZLF jewelry company,several aspects of the optimization of its marketing strategy are put forward.On products optimization,“One heart one love OHOL” series product will be built as “OHOL” diamond brand,to build as identification,customized jewelry,differentiated products,hot popular products.In terms of optimization strategy,we should strictly implement the national unified police,and the price strategy of jewelry is Buy it Now.In the strategy of promotion and publicity,public promotion should be focus,strengthen terminal channel management.The promotion strategy on live,to create a new brand endorsement + innovative content + short chain of communication + new promotion operation mode of promotion,based on the clients requirements and clients as center,enhance customer’s sense of experience,participation and acquisition of consumers,applied brand assurance and high quality after sales service.And put forward the implementation safeguard measures to the marketing optimization strategy.