(A), the overall market analysis

1, Market Position With the popularity of the nation, silver jewelry has been loved by young men and women since it rose three years ago. This kind of jewelry is mainly made of silver and 925 silver, accompanied by ornaments with national characteristics, which has become an accessory for young men and women to wear casual clothes. The market share of jewelry made of gemstones, acrylic plates, crystals and zircon has increased compared with the past, which reflects the diversified and multi-level development trend of the market consumption structure. At present, most jewelry designs in China blindly imitate geometric style, streamlined simple patchwork style and direct imitation of nature, which forms a strange style of so-called "modern style" in jewelry design, echoing the urban sculptures erected everywhere. These so-called "modern style" designs occupy the vast majority of the domestic market, and are called "mold jewelry", which not only restricts the development of jewelry design in China, but also plays a wrong guiding role in public aesthetics. The jewelry market in China is in a period when the design lags behind the production, consumer demand and the development of the times, and it needs a variety of design styles to meet various requirements. 2. Advantages of products Based on the present situation of jewelry design that I have seen, five types of silver ornaments (necklaces, brooches, rings, hairpins and earrings) have been designed by integrating the hundred-breasted thunder patterns in bronze ornaments, aiming at meeting the needs of today's jewelry market through the integration of traditional elements. The advantage of this design work is that the innovative materials and materials meet the mass consumption level. 3. Analysis of market opportunities and problems 1). In recent years, the sales of silver jewelry and fashion jewelry have risen. After the opening of the silver market, the consumption of silver products and silver ornaments has become a new hot spot, and the consumption of silver has risen sharply and ensured steady growth. In 2009, the consumption has reached about 5000 tons (excluding investment demand), and the remaining 5000 tons, the market potential of silver jewelry is still great. In addition, compared with precious metal jewelry, Bai Ru Lei Wen silver jewelry is cheap, and the raw materials of silver are far below the price of precious metal, which is acceptable to ordinary people. At the same time, the application of novel themes and special materials, coupled with simple modeling, is believed to occupy a certain market in silver jewelry. 2) Due to the lack of corresponding brand operation in the silver jewelry market, and the anxiety caused by consumers' ignorance and unfamiliarity in silver jewelry appraisal, it is difficult to make a choice when buying Bai Rulei tattooed silver jewelry, which leads consumers to consciously or unconsciously produce herd mentality, and decide their own choices according to advertisements or the choices of friends and relatives, thus gradually moving towards serious product homogeneity. Moreover, some manufacturers take advantage of this point, which makes the silver jewelry market chaotic, with serious quality hidden dangers, and the quality cannot be guaranteed. (2) Consumer Psychology There are many reasons why consumers buy jewelry, and different consumer psychology determines consumers' different buying behaviors. The following are the consumption psychology of buying jewelry: 1), beautification and decoration psychology? This is the most common consumer psychology when people buy jewelry, and it is also the most direct experience of jewelry value. As the saying goes, "everyone loves beauty." Therefore, jewelry with bright colors, strange shapes, novel styles, beautiful appearance and exquisite appearance is an ideal ornament for this kind of consumers. 2) Symbolic psychology: Jewelry not only has beautiful color, but also has profound inner beauty. Many people buy jewelry, not only to like its external beauty, but also to express some wishes or have a good sustenance. Since ancient times, people have regarded jewelry as the treasure of things. For example, our people have had the habit of carrying jade to show good luck since ancient times. In some western countries, sailors often carry aquamarine with them, so that they can have a safe and smooth journey, because in the legend of aquamarine, it can overcome evil and bring peace and happiness to people. In Arab countries, people think that wearing turquoise can eliminate asylum. This kind of psychology can be said to have existed since ancient times. Even today, people's pure psychology can still be found. 3) Commemorative psychology: Jewelry consumers who hold this psychology often have deep feelings for people and things. They pay attention to the sincere feelings between people, and then pin this feeling on jewelry. They will choose some jewels that meet their mood and desire as a memorial to people and things. The popularity of wedding jewelry can be said to be a typical reflection of people's psychology. According to statistics, 654.38+05 million brides in the United States accept their engagement diamond rings every year. This can't be said to be the best understanding of "a diamond lasts forever, and an eternal one". 4) Reserve psychology: Jewelry is not only beautiful and charming, but also has strong value preservation. Some countries put some precious gems in the national bank reserves as "hard currency" stronger than gold. Because of this, in real life, there are also many people who have the psychology of preserving jewelry and regard jewelry consumption as a special "savings". Jewelry is small and portable, easy to keep and extremely valuable, and it is a good means of "storage". 5) Fashion psychology: Talking about fashion and keeping up with the trend is the common psychology of modern people, especially young men and women. Bright colors and many styles provide a wide range of choices for men and women who pursue fashion. When many young people buy jewelry, they don't pay much attention to the value of the gem itself, but only pursue the trendy and personalized color of its style. 6), social etiquette: wearing elegant jewelry, in a sense, is also a respect and friendship for each other, but also shows their own quality and self-restraint. In some developed countries, people attach great importance to jewelry wearing in social etiquette. 7) Identity psychology: In a broad sense, people's choice of jewelry itself embodies a personal "identity", which is not only a direct sign of power and status, but also a side that represents a person's internal situation and belonging. 8) Art psychology: Jewelry is different from ordinary decorations. It is an advanced art, which embodies the efforts of designers. For people who love art, when buying jewelry, they pay more attention to its artistic value and emphasize its artistic beauty. For this kind of psychological consumers, the most important criterion for choosing jewelry is whether the shape of jewelry is unique and the style is novel. 9) psychology of emotion: People advocate beauty and pursue pure feelings, and often express their inner feelings through metaphors. Jewelry has always been loved by human beings, and naturally shows a perceptual jewelry state of mind. 10), practical psychology: in the history of human application of jewelry, for a long time, jewelry was combined with people's practical applications, such as hairpins, hairpins, watches, tie clips and so on. 1 1), showing off wealth and psychology: Many people wear jewelry to show their wealth, status and style. When they buy, they don't pay attention to whether the production is exquisite or whether the style is novel. Gold jewelry only requires weight and fineness, while gem jewelry only requires high-grade and first-class quality of gems. (3) SWOT analysis strength of Bai Ru Lei Wen silver jewelry:? 1), material innovation: traditional elements are changing more and more in the international jewelry tide, gradually? From aristocratic and upscale to civilian and personalized. It has brought great influence to modern art design and aesthetic content of modern life. It permeates the highly developed modern civilization with extremely unique form and content, and constitutes a new cultural phenomenon, namely national folk culture. Through data retrieval and market survey, the application of Bai Ru Lei Wen in modern jewelry is rare, and some of them only design with other related Lei Wen as elements, which has a niche market. 2), the material conforms to the level of mass consumption: five pieces of 100-breasted leiwen jewelry are made of 925 silver-black acrylic plates. Although the price of silver is on the rise now, compared with precious metal jewelry such as gold, platinum and K gold, silver jewelry has become a popular fashion jewelry with low cost and low price, and its consumption speed and frequency are very fast, close to fast-moving consumer goods. Weaknesses: As a newly developed product, it lacks its own brand effect, product image and product reputation, clear strategic orientation, insufficient flexibility in organization, budget and expenses, and insufficient market control. The market of silver jewelry is becoming more and more mature, which makes the competition of bairu leiwen silver jewelry more difficult. 0pportunities: In recent years, silver jewelry and popular jewelry have sprung up everywhere, and their sales have increased greatly. In addition, compared with precious metal jewelry, Bai Ru Lei Wen silver jewelry is cheap, and the raw materials of silver are far below the price of precious metal, which is acceptable to ordinary people. At the same time, the application of novel themes and special materials, coupled with simple modeling, is believed to occupy a certain market in silver jewelry. Threat: Compared with gold jewelry, Bai Ru Lei Wen silver jewelry has absolute advantages in raw materials. At the same time, its flexible modeling can compete with the trend and promotion strategy. When competing with high-grade silver jewelry (pirate ship, Tiffany, etc.). ), we should try to avoid their sharp edges, strengthen publicity and promotion, and strive to seize the brand advantage among consumers who are recognized by customers and can't accept high prices. Compared with middle and low-grade silver ornaments, this kind of competitors are the main competitors, but they can give a strong impact to the middle and low-grade market with their low-end prices. (IV) Product Positioning: Bai Rui Lei Wen Silver Jewelry will be positioned in the consumer group with the overall age of 18-28, and the "post-80s" and "post-90s" groups. Personalization, fashion, diversification and daring to consume are their consumption characteristics, so most of them choose fashionable, special and beautifully designed jewelry, but most of them have limited consumption power. However, Bai Ru Lei Wen silver jewelry is cheap and easy to consume, and the younger generation can afford this price. Among them, college students and white-collar workers who just graduated from work should become the mainstream of consumer groups. With the expansion of colleges and universities, the number of students in colleges and universities is increasing. At the same time, their consumption level is also rising, and they are always at the forefront of the times in the pursuit of individuality and beauty. Compared with urban residents, their activities are relatively small, mainly concentrated near the school, which also lays the foundation for the advertising audience. College students are easy to accept new things, but there are relatively many consumption items and no fixed income, so the consumption level and acceptable commodity prices are still low. But in a few years, they will become the main customers of this market. If they occupy this market, they will have a competitive advantage in the future. That is, a long-term brand has been established. (V) Marketing Guiding Ideology As a conscious business activity, marketing is carried out under the guidance of certain business ideas. This concept is the orientation of enterprise marketing, and it is an idea. Whether the guiding ideology of marketing is correct or not is of decisive significance to the success or failure of enterprise management. The marketing planning of this silver ornament is guided by the concept of social marketing. The so-called social marketing concept is not only to meet the needs and desires of consumers, to obtain the profits of enterprises, but also to meet the long-term interests of consumers themselves and the whole society. It is necessary to correctly handle the contradiction between consumer desire, corporate profits and the overall interests of society, and make overall plans to achieve balance and coordination among them. This is obviously different from pure marketing: first, we should not only cater to the existing needs and desires of consumers, but also tap the potential needs and take into account the long-term interests? ; The second is to consider the overall interests of society. Therefore, we should not only meet the immediate physiological or psychological needs of consumers, but also consider the long-term interests of individuals and society, such as whether it is conducive to consumers' physical and mental health, whether it can prevent environmental pollution and waste of resources, and whether it is conducive to social development and progress. For example, washing powder meets people's needs for washing clothes, but it pollutes rivers and is not conducive to fish growth; Some delicious foods satisfy people's appetite, but they are harmful to health because of their high fat content. Modern marketing concept is formed in developed capitalist society, but it is not unique to capitalism, but has universal significance to all market economies. Modern management ideas such as marketing concepts and social marketing concepts are no different from the purpose of socialist production, and are completely applicable to the socialist market economy. (6), sales channel 1), direct sales channel: jewelry enterprises → end consumers, that is, through the processing and production of jewelry factories, 100% chest thunder silver ornaments are directly sold to end consumers. Suitable for urban operations or areas where the company's strength can be directly involved, with strong sales force and strong control over price and logistics. Advantages: the shortest channel; The fastest response; The service is the most timely; The price is the most stable; Promotion is the most in place; Control is the most effective. Disadvantages: limited to cities with convenient transportation and concentrated consumption, there will be many sales blind spots, or the investment in human and material resources is large, the cost is high and the management is difficult. 2) Multi-level sales channels: jewelry enterprises → wholesalers → retailers → final consumers. Multi-level sales channels are also called indirect sales channels, and the intermediate links are all called jewelry middlemen. There are five levels: jewelry enterprise → jewelry general agent → jewelry wholesaler → jewelry retailer → final consumer jewelry enterprise → jewelry wholesaler → jewelry retailer → final consumer jewelry enterprise → final consumer jewelry enterprise → final consumer's multi-level consumption channels are complicated, which are divided into five levels (actually five sales channels) and 12 intermediate links. What kind of consumption channel to choose is only a matter of means, and how to improve the efficiency of enterprises is the core issue. Through multi-level sales channels, this platform-based sales is suitable for big cities with intensive consumption, meticulous service, convenient transportation and novel concept. For example, Shanghai has a population of 580 square kilometers,130,000 and more than 40,000 retail terminals. If a manufacturer sets up about 80 dealers in Shanghai, it can form a huge logistics platform. Each dealer manages several streets, 500 stores, and delivers goods to the door, which can realize the real deep distribution. Advantages: the responsibility area is clear and strict; Small service radius (3 ~ 5 km); Timely delivery and comprehensive service; The network is stable and the foundation is solid; Less affected by low-priced goods; Intensive cultivation and deep layout. Disadvantages: Limited by regional market conditions, it must be delivered directly by the manufacturer, which requires more personnel management and cooperation. (7) Media promotion (advertising creativity) 1), all kinds of media promotion: through newspapers, magazines, television, internet, street advertisements and other publicity media, we will publicize and report on the silver jewelry with a hundred breasts, hold more product fairs or invite celebrities to make fashion endorsements, so as to improve the popularity and popularity. At the same time, leaflets or posters will be printed to inform customers of the latest information and promotional activities of Bai Ru Lei Wen Silver Jewelry. However, it is forbidden to arouse customers' disgust by mere publicity. The introduction and maintenance methods of silver ornaments can be attached to the list to close the relationship with customers. 2) Window design: In the marketing activities of silver ornaments in Lei Wen, Bai Rui, the storefront environment is closely related to marketing, involving geographical location, facade decoration, surrounding environment, counter layout, color matching, interior lighting and other factors. Through the modern window design with traditional elements, the goods are fully displayed, which gives consumers artistic enjoyment and meets consumers' emotional requirements, which is more conducive to the marketing of stores. 4) Carry out regular activities: For example, you can regularly carry out promotional activities such as store celebrations and anniversary celebrations, and ask suppliers to cooperate with the mall to reduce prices. The mall will hang banners or paste posters in a prominent position. Has played a propaganda role. 5) Shop assistants wear silver ornaments with 100% chest thunder pattern: Shop assistants can be suggested to buy or required to wear the products in this cabinet, so as to make free models and samples for customers. 6) Sponsorship activities of colleges and universities: Bai Ru Lei Wen Silver Jewelry is targeted at the group of 18-28 years old, and college students are the mainstream of consumption. Accordingly, we can contact the school's clubs or students' union, provide prizes and souvenirs for their activities, such as freshmen's parties, and distribute leaflets, brochures and other promotional materials with their manpower and material resources during the activities. (8), marketing ideas 1), product strategy: jewelry products are an unparalleled special commodity. It is both natural and social.

Two attributes. As far as natural properties are concerned, it is a large class of natural rare materials. When it is artificially shaped and given meaning, it has certain social attributes and certain social functions. The natural and social attributes of jewelry products are isomorphic to form the connotation of this special commodity and determine its value. The social attributes of jewelry products include economic attributes and cultural attributes. The economic attributes of jewelry show that it is not only an effective product, but also a valuable commodity. The cultural attribute of jewelry has a wider connotation, and it is also the foundation of social attribute and the extension of natural attribute of jewelry. ? In marketing, Bai Ru Lei Wen silver jewelry is different from other silver jewelry with its novel materials and special materials, which has obvious differentiation in the silver jewelry market. 2) Pricing strategy: Specialty stores and direct stores basically adopt the form of actual price sales; Large shopping malls use discount sales, but most of the shopping malls have high prices, but the discount is low (at least 30%), and there is even a phenomenon of bargaining, which makes customers feel that the price of goods is not true. Therefore, although we still sell at a discount, the discount is clear, and bargaining is not allowed. The minimum discount is 30%. Insisting on low sales price is the most important factor affecting consumers' buying behavior, which is more prominent for middle-aged female consumers. Middle-aged women are mostly economical consumers. When shopping, they are very sensitive to the price of products and often refuse products that exceed the expected price. Good quality and low price are the basic criteria for their shopping choices. They are more interested in products that allow profits and reduce prices, and they are the main buyers. In view of this characteristic of middle-aged women's consumption, low-price sales should be the basic marketing strategy of middle-aged women's consumption market. The so-called low-price sales include two meanings: first, it refers to old products, the price is the lowest in the market, so that middle-aged women can choose products when shopping around; Second, when new products are first put on the market, the product pricing should not be higher than the expected price of middle-aged female consumers. Of course, in order for enterprises to accept this price, necessary price publicity must be done in advance. 3) Channel strategy: (1)? Counter sales: it is still the main way for shopping malls to create sales profits. ⑵? Website sales: develop e-commerce and establish an online sales system through the Internet ordering system. 4) Promotion strategy: (1)? Advertising: mainly in the form of soft advertising, supplemented by website publicity. The publicity contents mainly include: jewelry culture, jewelry purchase and maintenance, brand introduction, jewelry and jade knowledge, jewelry investment, collection and artistic value, fashion trends, industry development, etc. ⑵? Shopping mall promotion: a. Seven large-scale marketing activities are carried out throughout the year, supplemented by brand promotion activities. B. Introduce the "trade-in" rule for after-sales services and commodities, and make it clear in the shopping mall. ⑶? Promotion at ordinary times: It is mainly the counter (brand) sales staff who directly recommend goods to customers. The key is to state a unique sales proposition of a product to customers, that is, the selling point, that is, the benefits that should be obtained from purchasing the product. ? ⑷? Public relations activities: offering love to poor families, thus expanding the popularity and reputation of XX shopping center and accelerating the sales of jewelry to a certain extent. 5) Service strategy: A. Pre-sales service: The general sales consciousness only has the strategy of pre-sales and after-sales, but ignores the pre-sales. In fact, pre-sales service is not only the source of customers' desire to buy, but also the test of after-sales service effect, so it plays an important role in the service process. Specifically, different strategies can be formulated for different customers to cooperate with the after-sales strategy, such as the distribution of regular publicity materials, the latest product catalogue and so on. B. After-sales service: products are divided into high, medium and low grades, and customer service should also be divided. To treat high-end customers, we should provide god-like services, such as drinking water, coffee, magazines or other things for free. Even in order to facilitate female customers to buy and sell products, it provides a rest place for accompanying male guests. At the same time, you can try to introduce the classification of products in detail, equipped with full-time waiters and so on. C. After-sales service: When customers buy products, they should establish product files for high-end customers according to the principle of customer voluntariness, which can be said to be for the maintenance of products in the future. Files record the birthdays and contact information of customers and their families, regularly distribute product catalogues and product return visits, publicize the latest products and promotional information, and stimulate them to make secondary purchases. D. Customer management: divided into VIP customers and ordinary customers. VIP customers can not only establish customer files, pay regular return visits for publicity, but also provide excess return service. For example,/kloc-provides a full refund within 0/5 days and a 10% discount within one month. To put it bluntly, the specific function is to serve customers with gift-giving needs, and it is not convenient to send money directly.