In order to ensure the smooth development of work or things, it is often necessary to make plans in advance, which is a business plan that defines the time, place, purpose, expected effect, budget and method of specific actions. Do you know what kind of plan can really help us? The following is the jewelry marketing plan I collected for you for your reference, hoping to help friends in need.

Foreword of jewelry marketing planning scheme 1

In the hot summer, every beauty lover will choose a dress that suits him, and if he wants to stand out in this summer, he should not only find a dress that suits him, but also have jewelry that matches him perfectly. With the gradual acceleration of the development of China's jewelry industry, an endless stream of jewelry styles have been listed. Although small, the market demand and market capacity are large, and the development space is wide, especially for girls. "Aishi" jewelry store just seized such business opportunities. Through the market survey in Zhejiang Jingyuan living area, it is found that students in our school, especially girls, have a great demand for jewelry. Our "love decoration" is to meet this demand, and strive to humanize product features, make publicity more targeted, and make sales more effective. In line with the concept of small profits but quick turnover, low price and high promotion bring a summer consumption upsurge of falling in love with jewelry to students of Zhejiang University of Economics.

I. Macro-environmental analysis

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(1) In China, the national sex ratio is 1 16.9: 100, which means that the sex ratio in China is not harmonious, and the market for girls is wider than that of boys. In recent years, girls' gadgets and trinkets have emerged in an endless stream and sold well all over the country. There is great room for development and many profit opportunities.

(2) With the rapid development of market economy, the taste and quality of life of girls in China are undergoing a qualitative leap.

2. Economic environment

(1) With the continuous development of domestic economy and the rapid growth of national income, women's demand for accessories is increasing day by day. In 20xx, the global consumption of women's jewelry exceeded 654.38+040 billion RMB. According to experts' prediction, the share of women's jewelry in China will increase from 7% to more than 55% in 20xx.

(2) College students have a strong ability to control money, and their parents will "pay wages" on time every month, ranging from five to six hundred to one or two thousand. Many college students also take part-time jobs to supplement their pocket money.

(3) College students are not only satisfied with the pursuit of basic life, but also have high requirements for life taste.

(4) Most college students have no direct source of income and mainly rely on their parents' living expenses, which is about 1000 yuan per month. The consumption structure is relatively simple, and the consumption power is far lower than that of white-collar workers and community residents.

(5) College students' consumption concept is immature, and most of them follow the crowd. Blind comparison, blind pursuit of fashion brands, weak concept of saving, overdraft consumption and impulsive consumption are not uncommon.

3. Cultural environment

(1) "Everyone loves beauty", and the pursuit of beauty by girls is always an important theme.

(2) Under the social conditions that the new generation of college students have surpassed the consumption of food and clothing, they are more and more concerned about showing their self-worth. They like to chase avantgarde and trends and advocate personal taste.

(3) Nowadays, female college students have gradually come into contact with society and have an understanding of self-beauty. They like their own collocation and varieties, and the accessories that need to be matched are also varied.

Second, the micro environment.

1. competitors

(1) There are many jewelry retail stores near the school, and there is great competition.

(2) There are many large jewelry stores near the school, which have a certain influence on the love shop.

(3) Jewelry shops near the school take promotion measures such as membership cards, discounts and gifts to attract consumers.

(4) Sometimes people in Zhejiang University of Economics sell trinkets at the bridgehead, which may rob the source of business.

(5) In this training, there are two other groups that may also sell ornaments and face competitive pressure in the same place.

Exquisite ornaments are every girl's favorite, regardless of age.

Third, SWOT analysis

(1) Fashion Accessories

Advantages: Fashion accessories are fashionable, attractive and individual. Firmly grasped the psychology of women's love of beauty and fashion. These ornaments are diverse in style and cheap, and almost all women can afford to buy them. Consumer psychological analysis: Women hope to show their charm with a flexible beauty, gain the recognition and admiration of others, and also show their best side at work.

(2) Beauty tools

Advantages: Up to now, there are more than 1300 kinds of skin care products in China, accounting for about 40% of the national cosmetic market. Of course, the use of cosmetics can not be separated from cosmetic tools, and cosmetic pots and pans have also increased rapidly with the increase of cosmetic contests. Beauty tools are small and cheap.

Consumer psychology: Love of beauty, fashion and novelty are the common psychology and pursuit of contemporary women.

(3) Students' style

Fourth, formulate the target marketing strategy.

(1) Advantages: At present, the development trend of the stationery market is: the consumption structure is diversified and multi-level, and computer network technology brings new market opportunities. With the progress of science and technology, the development of electronic technology and network, office supplies and stationery are rapidly moving from tradition to modernization, from single variety to multi-style and multi-level development, and the consumption structure is diversified. The most important point is that the number of target consumer groups has increased by a large margin, and the market for cultural and sports supplies is welcoming a peak demand. Students are the main consumers of stationery.

(2) Target market

According to the market segmentation, the people who determine our target market are students:

Students aged 1 and 16-25 are more receptive to new things. While receiving education, they are also influenced by foreign cultures, making young students walk in the forefront of the times and lead the fashion trend. 2. Cultural office supplies are fast-moving consumer goods for the public, institutions and institutions, with many varieties and specifications and low single product value. Female:

2. It is a girl's nature to love beauty. They pay more attention to the image of appearance and dress.

(3) Market positioning

(1) overall positioning: focusing on women's fashion accessories and taking into account daily necessities sales.

(2) Regional geographical positioning: It is located near the university town, with a large flow of people and high sales performance.

(3) Hierarchical positioning: mainly for young people and the market. For the consumption level of young people, the level should be controlled in the middle and low grades.

(4) Age positioning: 16-25 years old.

Verb (abbreviation for verb) sales combination

(A), product strategy

Accessories are mainly small and easy to store and transport. Reliable quality, no technical guidance, no product damage. The product category is relatively novel, which is not available in other stores. At the same time, new products are on the market every day, giving consumers a sense of freshness from time to time. Products mainly attract young students and women, and are fast-moving consumer goods.

(B), pricing strategy

Take the low price strategy, rely on the contact point of purchase, there is no intermediate link, the product goes directly to the terminal store, eliminating the intermediate redundant link, and the price is lower. Generally, small ornaments are around 2-5 yuan, while larger ornaments are only between 5- 15 yuan. At the same time, we take the form of discount, giving students a 20% discount on the original price.

(C), channel strategy

Adopting the first-order channel strategy, purchasing in large quantities from manufacturers, giving up middlemen and agents, and going directly to retailers have greatly benefited consumers.

(4) Promotion strategy

Mainly through posters, leaflets, self-wear and other ways to promote. Take five surprises and three preferential activities to attract consumers, let them know about our jewelry, fall in love with our jewelry and buy our jewelry. See the appendix for specific promotion strategies.

Intransitive verb budget

Jewelry purchase price ***xx

VII. Effect Prediction and Evaluation

Pre-sale: sales in the form of selling to classmates: introducing products by using your personal connections, wearing yourself, and letting consumers know and buy our products.

After-sale: If there are quality problems or accessories you don't like to buy, you can replace them within one day, but the premise is that the quality of the goods is not damaged. Then the overall evaluation of the promotion effect. This training is carried out on the basis of copywriting planning, according to its product strategy, channel strategy, price strategy and, most importantly, promotion strategy. This promotion strategy has formulated a detailed activity plan, rich and varied activities, endless product styles and various exquisite gifts. These undoubtedly gave a support to this promotion, which greatly satisfied the psychological characteristics of consumers' love for benefits, and always hoped to get gifts beyond the price they spent and improve the cost performance. At the same time, I believe that our clean face, reasonable shops, rich and varied products and different surprise activities every day will bring deep impressions to customers.

Appendix: Promotion Plan

Activity plan: Charming decoration, all in love decoration.

First, the theme of the event: charm decoration, all in love decoration.

Second, the activity time:

Three. Location:

Purpose of the activity: sell at a low price and accumulate experience.

Verb (short for verb) activity:

Five surprises and tangible benefits: if you buy more than 5 products, you can get a small gift.

Jewelry Marketing Planning Scheme 2 I. Analysis of Network Market Environment

Macro environmental analysis

Cost: store rent, store business tax, hiring sales staff, security, inventory expenses (the best schedule).

Safety factor: cases of theft and robbery in gold shops are increasing year by year (statistics).

Price difference between gold and silver: brand effect

Advantages of network marketing: low operating cost, high safety factor and 24-hour sales.

Consumer analysis

For consumers: newly married people and babies, the consumer groups of personalized jewelry stores are targeted at female consumers, especially high-tech women, as well as urban fashion girls, professional women and female students.

(C) Analysis of online competitors

With the rapid development of e-commerce, more and more people have seen this huge fat, and have set up their own supply platforms online, and the logistics industry has also joined in. Some people who start their own logistics companies also start selling online. This is more convenient for them to deliver goods at any time, and the integration of sales, supply and transportation.

Our own marketing plan:

1. Special holiday promotions and event discounts

2. "Rural policy"

3. Direct selling mode, zero inventory, and professional design and customization according to customer needs.

4. Conduct on-site gold and silver refining activities in the early stage to enhance credibility.

If you leave one, you will lose ten.

6. Introduce various combinations, perfect partners and attract consumers.

Feasibility analysis: Of course, the domestic environment determines that there are still some obstacles in online marketing, such as imperfect network infrastructure, network security needs to be strengthened, and people's shopping concepts are outdated. The characteristics of jewelry itself also make many enterprises dare not rashly develop online marketing.

Targeted policy: establishing a website with its own characteristics is conducive to improving the reputation of businesses. Publicity of corporate image and brand, business characteristics, service guarantee and commodity information on the website, and various services such as information inquiry, ordering, delivery, after-sales service, knowledge lectures, commodity display and business communication have achieved remarkable results. The online display effect of products is very important. Merchants should make full use of software such as 3DMAX to display products in a three-dimensional rotating way, so that visitors can be immersed in the mirror.

Second, the network marketing market opportunities and problems analysis: SWOT method

(1) Advantages:

1. has a certain freshness and can attract consumers' attention.

2. Product diversity and elegance.

3. Creativity, strong publicity awareness, and certain promotion temptation.

4. Opening an online store is a virtual store, which does not need expensive store rent, large inventory and big warehouse. In this way, there is almost no need to invest in opening an online shop, and we can save a lot of costs through online marketing.

5. Be brave in innovation and keep pace with the times.

6. Low storage cost and low risk. In our daily life, we all know that there will always be thefts in gold and silver jewelry stores. After all, these goods are very valuable and can easily become targets of criminals, especially those large-scale stores. In order to keep these valuables, the shopkeeper has to spend a lot of money to keep the goods. Online gold and silver jewelry stores are different. On the one hand, there is less inventory, on the other hand, our custody is low risk and low investment.

(2) weaknesses:

1. The new store is not well-known, with few customers, strong competitors and fierce competition. Many gold and silver jewelry stores have taken a considerable part of consumers' attention, and it is not easy to form a certain width and breadth in a short time.

2. It is difficult to launch a powerful multimedia advertising war with limited funds.

3. Just started to operate, lack of experience.

(3) Opportunities:

1. attract customers with low price and good quality, and attract customers with lower price than competitors.

The voice of consumers emphasizes that the price should be reasonable and the products should be better and best.

3. Launch brand-new promotional activities to attract consumers and update publicity methods.

4. A wide range of products, novel and fashionable, bold and innovative.

E-commerce is a rapidly developing industry, and online shopping, as a kind of consumption and lifestyle, is also the general trend. Joining e-commerce is a lifestyle change.

(4) threats:

1. There are many competitors, which may not be enough.

2. Too fierce competition may lead to insufficient passenger flow and fail to reach the threshold.

3. The speed of product innovation and update is fast.

4. The popularity is not high enough.

To sum up, we should foster strengths and avoid weaknesses, give full play to advantages, seize opportunities, avoid disadvantages and risks, and avoid threats. Discover the disadvantages from the problems to be overcome, the opportunities from the advantages, and explore its market potential. Find out the gap with competitors and make good use of market opportunities.

Yearning for beauty, loving fashion and full of imagination. From shells, animal bones to sandalwood, from gold and silver jewelry to a wide variety, from hand-made to industrial production, female jewelry concentrates human wisdom.

Whether it's a beautiful girl in the mood for love or a newly-married girl with charm, a woman's jewelry box is always full of the most beautiful, cool, beautiful and colorful jewelry. This is actually the purest woman. Women are elegant because of jewelry, and jewelry is lively and fragrant because of women. There are too many beautiful and amazing stories about women and jewelry. Let's cheer for women and set foot on the colorful world decorated with gold and silver jewelry for you!

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