Why are you staring? Beijing investment ⒄ dog wood? Salt account is harmonious. ? Is the word harmonious and vulgar? What happened to the cloud hat? Last name? Go back to neon and reconcile "ㄎ arc"? Broadly speaking, the market is determined by people's consumption level, consumption habits, historical customs, consumption culture and other comprehensive factors. Different periods, different regions and different commodities have different markets. As far as China's jewelry market is concerned, there are all kinds of jewelry, including gold jewelry, semi-precious jewelry, jadeite jade, platinum jewelry and palladium jewelry, as well as the popular K-gold jewelry. During this period, due to the imbalance of economic development in coastal and inland areas, different market demands in different regions have been formed. The jewelry market in China is huge from a macro perspective, but it must be analyzed concretely, carefully and pertinently. Because China's jewelry industry started late and is still in the development stage, a large number of enterprises are still in the state of extensive operation, and most enterprises compete at a lower level. Specifically, there is a considerable gap with international brands in terms of production technology, business scale, management level, brand awareness and industry self-discipline. The trend of China's jewelry market, with the maturity of consumers, jewelry is developing from popularization to personalization, approaching all personalized goods, and this process is accelerating. For a long time in the past, enterprises in China were faced with environmental uncertainty brought by policy changes and political and economic reforms. At present, enterprises are facing environmental uncertainties such as the globalization of domestic market, the shrinking market expansion space and the decline of average profit rate due to China's entry into WTO. These changes undoubtedly put forward higher requirements for enterprises. These comprehensive factors determine that each of our jewelry enterprises must find their own position in the market. The gap between Chinese jewelry enterprises and international brands. This gap is not only manifested in cultural habits and production technology, but also reflects the gap between the international advanced level in the jewelry field and our marketing concept. Most international jewelry brands have gone through the stages of entrepreneurship, development and perfection. They have invested a lot of time and economy in the construction of brand connotation, and their market positioning has been clear. Now all the work is carried out around the setting mode of operations, and strategic considerations in commercial warfare are more important than tactical design. The present situation of China's jewelry industry determines that most jewelers are independent at present, lacking operating characteristics and characteristic products. Although some manufacturers have their own characteristics, their coverage is not wide, and they are only well-known brands in some areas. Corporate behavior is still in the stage of exploring the market and seeking greater living space. The most direct choice for jewelry production enterprises is to formulate short-term and medium-term business strategies that are most in line with their own development direction and control market demand and desire according to their own scale characteristics, market research, product grades, product attributes, product functions and product variety styles. We have seen some manufacturers resolutely take the road of characteristic management. They don't want to be big and complete, and they don't talk about others. Instead, we should foster strengths and avoid weaknesses and highlight our competitive advantages. China has a huge market, unbalanced economic development and obvious regional and cultural differences. The development and progress of society will inevitably make jewelry personalized. There must be accurate customer group positioning, product style, management mode, marketing strategy and business scale. In order to achieve correct market positioning, enterprises should meet the following necessary conditions. 1. Adequate market research. People's needs are rich and varied, and the future demand trend is implied in the current consumption. If an enterprise is satisfied with its sales performance and ignores the market trend, it will definitely fall behind the market and be eliminated by the market. Through market segmentation and comprehensive analysis of market segments, it is concluded that the positioning factors that meet the development of enterprises can be selected from various observation angles. It is most important to foster strengths and avoid weaknesses. For example, the trend of market differentiation is becoming more and more obvious, and the accumulation of wealth between regions and individuals is polarized, which will inevitably lead to the polarization of market demand and the market trend of potential demand and actual purchase. First of all, the mass consumer market is saturated, and enterprises must find market segments to create growth space; The mass market is becoming more and more meager or unprofitable, and enterprises must turn to profitable market segments. Secondly, the gap between the rich and the poor in income distribution and the resulting demand gap is large enough. The middle class and high-income groups have emerged as a social class, and the Gini coefficient has surpassed that of many developed countries. These are prerequisites for the scale of market segments. Thirdly, the emergence of segmentation media and segmentation channels, and the emergence of focus media and niche media have created conditions for the promotion of segmentation products. 2. Enhance the basic strength of the enterprise. Improve the technical (artistic) content of products, increase the investment in enterprise process quality, abandon extensive management mode and introduce modern enterprise management concepts. " Product innovation plays an important role in the growth of enterprises. Whether it is the cause of the dark horse, the reason why the dark horse becomes a white horse, or the continuous growth of enterprises, it is closely related to product innovation. Because China's jewelry industry started late, enterprises have experienced primitive accumulation and must transform into modern enterprises as soon as possible. Market competition follows market rules. Without a solid management foundation and advanced business philosophy, it is impossible to occupy the market for a long time. The premise of market positioning is to show the comprehensive strength of enterprises. 3. Follow the general laws of commodities. Marketing is an activity to meet people's psychological needs, which requires atmosphere, environment, scenes and the operation of a process, as well as the cooperation of consumers. Once the market positioning is basically determined, it is necessary to organize the target market and design a series of products and service programs, which can not only stay in the aspects of quality three guarantees, after-sales service, single product promotion measures and so on. All for customers, the basic connotation is to understand customer needs and meet customer needs. Free competition determines the inevitable arrival of the era of meager profit for enterprises, and the open market environment also makes enterprises have to accept the challenge of uncertain environment at any time. Environmental uncertainty is a normal state faced by marketing. This requires our marketing to be well prepared in at least several aspects: first, do a good job of internal strength and ensure that the total cost of products is ahead with our own system capabilities. The second is marketing innovation around customer value. Because the opportunities provided by uncertain performance can only exist in customer demand. The market is the life of an enterprise, and enterprises without living space cannot survive. Only by ensuring the largest market share can enterprises maximize their long-term profits. Losing profits does not necessarily mean losing the market, but losing market profits is bound to be lost. Facing the challenge of the market and the participation of international competitors, enterprises can grasp the pulse of the market, find their own market positioning and invest decisively, and they may win. In the past few years, taking market share as the ultimate goal to ensure the success of enterprises has begun to be challenged. Many large companies that have chosen the road of market share and quantity growth have not achieved the expected profits, or even suffered losses. Of course, all enterprises that have achieved ideal profits have achieved a high market share. The key is that they care about customers and profits.