1. Promote ZDS brand, improve brand affinity, customer acceptance and loyalty, enhance brand image, and improve brand awareness and reputation.

2. Promote the marketing of the company's products, expand product sales, realize the sustained and healthy growth of the company's market performance, and increase the market share of products.

3. Analyze the company's market environment, diagnose the existing problems and development opportunities, define the company's annual goals, and guide the company's annual marketing activities.

4. Evaluate the effect of the company's marketing activities and the development trend of the market format, and adapt to and guide the market development.

Second, the overall market environment:

1, market conditions:

(1) has a rapid growth and great potential. With the rapid economic growth, the income of residents has increased, the policy has been gradually relaxed, the market has been gradually standardized, and the market potential has greatly increased.

② There are many brands and low concentration. There are many well-known domestic brands and local brands, and there are no strong brands in the industry.

(3) diverse needs and rational consumption. The diversity of jewelry consumption structure and demand level belongs to more rational consumption behavior.

(4) the price is chaotic, and the good and the bad are mixed. The market price transparency is poor, the brand price system is chaotic and the product quality is uneven.

⑤ Focus on products and neglect services. Pay more attention to the style and quality of products, pay attention to service, and do not make full use of service as a means of promotion.

⑥ Win the terminal and lack the distribution skills. Product sales rely more on terminal store retail, and the contact surface between sales model selection and customer level is narrow.

⑦ Direct operation and steady development. The sales channels are mainly directly operated by manufacturers, and the franchise chain has initially emerged, and the market has developed steadily and slowly.

(8) The promotion is weak and the regions are not balanced. Lack of effective promotion activities and measures, the regional market is quite different. Pet-name ruby lack of talent, lack of perseverance. The market started late, there are few professional and technical marketing talents, and the reserve force for enterprise development is insufficient.

Attending warlord hegemony, the market should be unified. At present, China mainland and Hongkong brands gather in the mainland market, and the market needs a unified pattern of strong brands.

2. Market prospect:

① High-speed market growth: the domestic economy is developing well and savings are growing rapidly, especially for some groups who get rich first, paying attention to the quality of life and having strong demand for high-grade jewelry consumption.

(2) Great market potential: the mainland has a large population and a large market consumption base. With the steady growth of urban residents' income, the consumption structure has changed and the proportion of high-end consumption has increased, so the jewelry market will be huge in the future.

③ Government encourages consumption: The government implements a proactive fiscal policy, actively guides and encourages consumption to stimulate domestic demand, and gradually improves and relaxes the credit policy.

④ The market is becoming more and more standardized: the government protects the interests of consumers, cracks down on counterfeiting, rectifies and standardizes the market environment and order, and gradually eliminates local protectionism, which is conducive to the cross-regional chain development of jewelry industry.

⑤ Complex consumption structure: The demands of different ages and income levels are obviously different, and high, medium and low-grade products have corresponding consumer groups.

⑥ Decorative preservation and storage: With the increase of income and diversification of investment, the demand for jewelry not only decorates its function, but also becomes a good choice for investment preservation.

⑦ Brand hegemony between China and Hong Kong: With the government's zero tariff policy on jewelry, Hong Kong enterprises will invest in the mainland on a larger scale and put more brand products on the mainland market.

(8) gradual concentration of brands: well-known brands have good advantages in products, services, brands, funds, talents, management and operation, which will inevitably gradually integrate the jewelry market in large and medium-sized cities in China and realize large-scale chain operation. The market scope of small brands will be smaller.

3. Future market influencing factors:

① Changes in the domestic macro-political and economic environment: the mainland's political situation is stable, economic construction is the mainstay, government functions are transformed, work efficiency is improved, and the environment is improved.

② Residents' income level and future expectation: the income of urban residents in large and medium-sized cities has increased steadily and rapidly, and the level of consumer demand has improved.

(3) Changes in residents' consumption structure: Consumer demand has entered the stage of comfort and enjoyment, and the proportion of high-end consumption in the consumption structure has increased. ④ Residents' psychological demand for consumption: they have confidence in the expected income index, and their personal consumption, advanced consumption and fashion consumption are similar to those of developed countries abroad.

⑤ Changes in the international situation: The international situation is still dominated by peace. The exchange rates of major currencies, such as the US dollar and the euro, are unstable, and jewelry and diamonds play a significant role in maintaining value, and the domestic market is not greatly affected by the international community.

Third, the company market diagnosis:

1, question:

① product positioning: there are many samples of low-grade products, and the product positioning should focus on middle and high-grade products, so as to reduce the number of samples of low-grade products.

2 price strategy: refer to pricing. 70% of similar products with the same grade are priced 5-20% higher than brands with the same grade. Reflect the brand image.

③ Quality control: the enterprise's quality system is not perfect, there are omissions in internal and external quality control, and quality accidents are not handled thoroughly and quickly.

④ Service quality: there is no perfect service system that can promote sales, and the service content is few, and the service level needs to be improved.

⑤ Brand communication: there is no systematic brand building system, no attention is paid to brand promotion, and the construction of popularity and reputation is not strong enough.

⑥ Channel management: Mainly direct chain stores, with great pressure on self-owned funds, limited scale expansion, high operating risks and high costs.

⑦ Promotion: There are few forms and modes of promotion activities, less centralized operation, low efficiency and insufficient resource integration.

⑧ Store management: the structure and quantity of store samples are unreasonable, the counter layout and site effect are not eye-catching and prominent, and the brand promotion is not prominent.

Pet-name ruby personnel management: the terminal personnel are in an incorrect working state, unable to understand the site specifications, and lack direct selling skills.

⑩ Public * * * relations: improper handling of local public * * * relations, improper handling of events that have adverse effects on the company and damage the company's reputation.

2. Market opportunities:

Well-known brand: a well-known brand in Hong Kong, which has a certain popularity in the industry, is a professional manufacturer and seller of jewelry and diamonds.

② Sound network: early layout, reasonable distribution, wide coverage and good operation.

③ Rich products: independently designed, produced or purchased, with novel and unique product styles, reasonable product structure and rich production lines.

④ Professional team: After years of operation, an effective management mechanism and team have been formed.

⑤ Capital advantage: Hong Kong has a strong corporate background, capital operation and strength. ⑥ Huge market: The domestic economy is developing steadily, with a large population, some people get rich first, and the market capacity and growth rate are relatively large.

Four. Market objectives:

1. sales performance: the sales revenue in 2003 was not less than 1 100 million yuan, an increase of more than% over 2002.

In 2003, the number of products sold was not less than10,000, an increase of more than% compared with 2002.

2. Sales network: In 2003, a new direct store was established in China, reaching 100, and franchise chain stores were established in Jiangsu, Hunan and other provinces. The sales network covers 25 provinces in China, and the total number of stores reaches 100.

3. Average single store sales: In 2003, the average single store sales was not less than 10000 yuan, an increase of more than% over 2002.

4. Diamond Club: Develop ZDS Diamond Club with10,000 members, and increase brand awareness by%.

5. New product promotion: achieve the marketing and sales targets of three series of new products every quarter. New products accounted for more than 50% of the total sales in this quarter.

Five, marketing planning implementation strategy:

(1) marketing purpose:

Marketing screenwriter, product role, channel setting, advertising, promotion of soundtrack, service follow-up, moderate price, customer recognition, and market completion.

(2) product strategy:

① product positioning:

Based on high-end products, production, proofing and sales. Judging from the price system, it shows that ZDS focuses on middle and high-end consumers and highlights the noble quality of ZDS, a well-known brand made in Hong Kong. At the same time, the product price system is perfect and the affinity is high, which will not make customers feel distant.

② Brand positioning:

Specific positioning: International brand of jewelry and diamonds, built for mainstream people and catering to high-end consumption.

B brand connotation: noble, classic, professional and fashionable.

C brand affinity: an international brand, came to China.

D brand identification: complete CIS system, continuous advertising, easy to identify and remember.

E brand reputation: high-quality products, perfect service system, assured first choice.

F brand public image: participating in public welfare activities, caring actions, donating money for education, etc. To repay the society and establish a public image.

③ Price positioning:

Reference price:

Referring to similar products and well-known brands, the price is 5-20% higher than that of competitors, and the promotion reflects the brand advantage and realizes differentiated premium income.

Price control:

Clear the price system, the national unified price, stores have no right to price fluctuations, and it is strictly forbidden for stores to discount privately. Unless there is a national unified promotion and new products listed, it is forbidden to sell at a discount, so as not to dampen customers' trust in the brand.

C. Discounted sales: Give a reasonable discount to wholesale business or bulk purchase, but maintain a unified retail price. There is a special channel operation and incentive system in batches to limit the price fluctuation of retail stores.

D. price positioning and sampling standards: