Research On Brand Image Promotion Strategy Of CH Jewelry

In recent years,with the rapid development of China's economy,people's living standards have been improved and their consumption pursuits for high-quality jewelry products are growing rapidly.The acclaimed jewelry owning profound cultural value could demonstrate owners' personal charisma and life attitudes.However,as Hong Kong's jewelry brands and famous foreign brands successively entered the Chinese market,the market becomes increasingly competitive.The domestic jewelry enterprises,which are mostly small-scale and implementing traditional management model,are difficult to adapt to the challenges in confrontation with the rapid expansion of foreign and Hong Kong-funded brands,the continuous upgrading of consumer demands and the impact of the Internet sales model.Therefore,in order to change the rough operation situations and occupy advantaged positions in competitive market,the domestic enterprises ought to improve their own brand images for enhancing the market competition capacities and attracting more loyal customers.Considering the problems of improving the brand images of jewelry enterprises,this author selects CH Jewelry company as research subject,summarizes and analyzes the key factors which affects the brand images of enterprises by referring to relevant literature,comparative analysis,questionnaire and so on.This paper aims to study the current situation of inadequate brand image operation of CH Jewelry,and seek the corresponding promotion strategies based on theoretical knowledge.Initially,the author reviewed some theories and literature related to brand image,and summarizes the previous views.Secondly,the author analyzes the macro and micro-environment of enterprise,to make clear the advantages and disadvantages of the enterprise itself.Thirdly,through investigation and questionnaire,the author exercises the three dimensions of the Biel Model to analyze the corporate brand image and seek out the necessity and strategic orientation of brand image improvement.Finally,strategies on how to improve CH brand image are put forward from the perspectives of user image,product or service image and company image.At the practical level,this thesis could provide recommendations and guidance for CH jewelry enterprises to increase their brand establishment with the purpose of making them better to respond to the changes of market situation,better understand the demands of consumers,and more assistances for upgrading brand positioning.At the theoretical level,the thesis is expected to provide some references for local jewelry enterprises to achieve a win-win situation of brand building and consumer demand protection.