In fact, if you stick to a fixed marketing model and then join brand marketing to spread jewelry, the best model is "concept marketing"
Like other industries, almost all jewelry marketers are caught in a double dilemma after the concept war, the advertising war, the end war and the battle dress: on the one hand, the market knows everything, but on the other hand, it has no way to start.
Therefore, it is very necessary for most jewelry marketers to establish a simple business model with clear background and structural communication.
As a novel, why does Jin Yong and Fu Hongxue practice sword one million times a day? The meaning of this simple action.
What is the marketing mix? Select the target market of the company, and comprehensively use all possible marketing strategies and means to achieve the business objectives of the activity.
At present, marketing theory is widely accepted as product, price, distribution channel and marketing, that is, 4P marketing mix.
With the arrival of the "consumer-centered" era, it has gradually become the core communication of 4C marketing mix with consumers, cost, convenience and harmony.
Jewelry marketing communication is different from products in other industries. The function of jewelry is relatively single, but the nature of the material tends to be unified.
Therefore, product design with added value is the source and soul of art communication, and different industries such as clothing and accessories advocate that cultural consumption must be taken.
The concept of marketing is to add these cultural connotations to products.
Personally, I think that the concept and activities of packaging are spread by promotion, and the corresponding products are mainly clothing, personality and behavior.
Under the background of the overall structure of jewelry product marketing communication
Product itself When we pass the puzzling market breakthrough, we might as well pay attention to the jewelry product itself and find a breakthrough from the root.
Every product of jewelry has its own uniqueness, such as style, material or craft. The key is to see whether we are good at discovering and using it.
Has always existed, because of the constraints of vision and ability, a considerable number of people have always wanted to have it, or because they are ambitious? What break ground, always feel that this product is a big idea without words.
Actually, this is a misunderstanding.
The success of the "Midnight Demon" series of Cuizuan in Tongling, Jiangsu Province is the root cause of success from the product itself, which skillfully caters to the psychological concept of style design on the basis of female consumers, which is the foundation of fame.
It is the world's first lover's parting jewel-"Lover's Tears" vividly conveys the unique concept of urban women's rebellious edge by using the unique style of playing guitar.
The PT logo launched by the World Platinum Association is a very profound and ordinary letter, which rationally incited the huge platinum market.
Everything should be spread and promoted around the concept, which will be transformed into a unique product concept communication advantage and market advantage.
The concept of conceptual packaging marketing is the most commonly used, as a means in recent years, but it has also suffered the most criticism.
Do you want to give this concept or not? In the jewelry industry alone, this is an unnecessary controversial topic, just like letting a woman make up.
The concept of product positioning is vividly described, which is a necessary means and way to show personalized products to attract consumers' attention.
Personalized products in the process of marketing communication, jewelry products, like people, have specific personality characteristics.
Therefore, after completing the product concept packaging and marketing communication activities before the start, you must determine a main line for the product, that is, clarify the communication of the product's personality characteristics.
Therefore, it is easy for consumers to identify products, and it is also convenient for other enterprises not to copy.
Many people understand that after the incident is occupied by the "air force", it must be borne by the "infantry"
"But the transaction is not good, so that the product falls on the counter, close to the customer, and affects the customer with the spread of product behavior, which solves the soft landing problem of marketing communication.
The root cause is two diseases: lazy marketing, marketing and advertising disease.
The first person, let us decree by destiny marketing, marketing is very difficult, because of people's career; The second kind of people can only take a chance, often because simple advertising can't solve the problem.
Both short-circuit marketing are greedy and irrelevant.
Activities that think bigger is better often plan some so-called creative activities that are unrealistic and cannot be digested by enterprises.
Considering better activities, we often plan a bunch of piecemeal activities with strong personality but incoherent themes, which consumers have not fully understood and accepted. There are new activities, which cost lives and money and have little effect.