Research On Marketing Strategy Of Gold And Silver Coin Products Of ZQ Company

Gold and silver coins are one of the important forms of money in contemporary China.Their appearance has greatly enriched people’s material and cultural life.The unique legitimacy and uniqueness of legal tender make gold and silver coins occupy a certain monopoly position in the market.In recent years with the increase of national income of our country,gold and silver coins,as modern works of art,investment goods and collectibles,are gradually known to more and more people.People have realized the value of their own assets through investment and collection of gold and silver coins products.However,due to the influence of external factors such as macroeconomic downward pressure,shrinking gift market,COVID-19 epidemic,as well as the competition brought by the gradually opening gold market and the lack of recognition of gold and silver coins by target customers,the market size of gold and silver coins products has been reduced,and the current market situation is grim.This paper takes ZQ Company,the franchised retailer of China Gold Coin Group Co.,Ltd.as the research object and analyzes its marketing strategy,which has important practical significance and reference value for the development of the gold and silver coin market in Henan province.ZQ Company has been engaged in the business of gold and silver coin products for more than ten years,and also faces fierce industry competition and market shrinkage and other problems.Therefore,this paper takes the gold and silver coin products of ZQ Company as the research object,based on STP and 4P marketing theories,through literature analysis and questionnaire survey,sort out and evaluate the current marketing status of ZQ Company.Classify and evaluate the information obtained from the structured questionnaire,and find out the current problems in the company’s marketing strategy: the matching degree between gold and silver products and the market needs to be improved;Product price advantage is not obvious;Single product marketing channel;The product promotion strategy is not rich.On this basis,with the help of the five forces model and SWOT analysis tool,the company’s strengths and weaknesses,external and internal competitive environment,as well as the gold and silver products market segmentation,target market selection and positioning,put forward four aspects of optimization strategy: product,product classification and professional services;In terms of price,differential pricing,depending on the product situation;In terms of channels,create an online marketing communication framework,and launch offline multi-channel collaborative marketing mode in terms of channels;Promotion,expand the way of product promotion,establish relationship marketing.By optimizing the marketing strategy of ZQ’s gold and silver coins products,this paper discusses how to best position the products according to customers’ preferences,as well as product promotion methods and after-sales service standards,and clearly aims at broadening channels and creating online media marketing to publicize ZQ,so that it can gain differentiation advantages in industry competition and expand its business scope.In order to achieve the established strategic objectives of development.At the same time,the research results of this paper also bring some management enlightenment and reference to the franchised retailers of China Gold Coin Group Co.,LTD.