Jewelry marketing planning plans In order to determine the work or things smoothly, the plan is often required. The plan is to clarify the time, place, purpose, expected effects, budgets and methods of the specific action. Do you know what kind of solution can help us really help us? The following is the jewelry marketing planning plan collected for everyone for your reference. I hope to help friends in need.
The jewelry marketing planning scheme 1 Foreword In hot summer, every beauty person will choose a suitable clothing, and if you want to stand out in this summer In addition, there must be a perfect match -jewelry. With the gradual acceleration of the development of the Chinese jewelry industry, endless jewelry styles have been on the market. Although small but market demand and its market capacity, and wide development space, especially the girl market. The "love decoration" jewelry shop has seized such a business opportunity. After a market research in Zhejiang Economic Academy's living area, we found that our school's students, especially girls, have greater demand. Our "love decoration" is to meet such a demand, and strive to achieve the product characteristics of humanity, more targeted propaganda, and more effective sales. Based on the concept of small profits, low prices, high promotion brings the consumption boom of falling in love with jewelry in the Zhejiang Economic Institute. . Analysis of macro environment 1. Population environment (1) In China, the proportion of men and women in the country is 116.9: 100, which means that the proportion of men and women in my country is not coordinated. More wider than the boys' market. In recent years, there have been various gadgets and jewelry of girls in various gadgets. In the country, it has appeared in the country. It has a large development space and a lot of profit opportunities. (2) With the rapid development of the market economy, the taste and quality of life of Chinese girls are leaping in quality. . Economic environment (1) With the continuous development of the domestic economy and the rapid growth of national income, women's demand for accessories has increased day by day. In 20xx, women's jewelry consumption exceeds 140 billion yuan worldwide. According to experts, the share of female accessories in China in 20xx will increase from 7%to 55%. (2) The college student has a strong ability to control money. Parents will "pay" on time every month, as less as five or six hundred, as many as one or two thousand. Many college students will also do part -time jobs to make up zero. (3) College students are not only satisfied with the pursuit of basic life, they have high requirements for life taste. (4) Most college students do not have a direct economic source. They mainly rely on parents' living expenses, which is around 1,000 yuan per month. The consumption structure is relatively single, and the consumption power is much lower than the company's white -collar workers. (5) The consumption concept of college students is immature, mostly from all of them. Blind comparison, blindly pursuing fashion brand, weak savings concepts, and uncommon for overdraft consumption and impulse consumption. 3. Cultural environment (1) "The heart of beauty, everyone has it", girls' pursuit of beauty is always an important theme. (2) The new generation of college students have surpassed the social conditions of survival consumption, and it is increasingly concerned about showing self -worth. They like to chase the avant -garde and trendy, advocate personal taste. (3) The current female college students have gradually come into contact with the society, have known their own beauty, like to match themselves, like to change diverse, and the same needs to be matched with diverse. . Micro environment . Competitors (1) There are many retail stores near the school, and the competition is large. (2) There are many large -scale jewelry shops near the school, which has a certain influence on the love shop. (3) The jewelry shops near the school adopt promotional methods such as membership cards, discounts, and gifts to attract consumers. (4) Zhejiang Economics Institute sometimes sells small jewelry on the bridge head, which may grab the source of business. (5) In this training, there are two other groups that may also sell accessories, which has competitive pressure at the same place. 2. Exquisite jewelry is the love of every girl, regardless of age. three, SWOT analysis (1) Fashion jewelry advantages: fashion jewelry is popular with fashion, charm, and personality. It firmly grasped the women's beauty and fashion. These accessories are diverse and cheap, and almost all women have the ability to buy. Consumption psychological analysis: Women hope to show charm with a flexible beauty, to gain the envy of others' approvals, and also enable themselves to show their best side in work. (2) Cosmetics tools advantage: So far, there are more than 1,300 types of skin care products in China, and skin care products account for about 40%of the national cosmetics market. Of course, the use of cosmetics is inseparable from the makeup tools. It is also increasingly increasing. Makeup tools are small and cheap. Consumer psychology: love beauty, fashion, and new is the universal psychology and pursuit of contemporary women. (3) Student style . Development target marketing strategy (1) Advantage: The current development trend of the style of the style of the style of the style is: the consumption structure is diversified, multi -level development, the computer network Technology brings new market opportunities. With the advancement of science and technology, the development of electronic technology and networks has made office supplies and stationery rapidly moving from traditional to modernization, developing from a single variety to multiple styles and multi -level, and diversified consumption structures. The most important point is that the number of target consumer groups has increased significantly, and the style of the style of the style of the style of the style is ushered in a peak period of demand. Students are the most important consumer groups of stationery. (2) The target market Chat according to the market segmentation, determine that the crowd is our target market students at school: . students with age at 16-25 are easier to accept New things, while receiving education, also exposed to the influence of foreign culture, so that young students are at the cutting -edge of the times, leading the trend of fashion 2. Cultural office supplies are fast consumer products for the public and institutions, and there are many specifications. Women with low value of single product: 2. Love beauty is the nature of girls. They pay more attention to the image of the appearance, and they are more particular about dressing. (3) Market positioning (1) Total positioning: Focus on women's fashion accessories, take care of the sales of daily necessities. (2) Regional geographical positioning: located near the university town, with large traffic and high sales performance. (3) Level positioning: It is mainly for young and markets. For the degree of consumption of young people, the level should be controlled at low -grade. (4) Age positioning: 16-25 years old 5. Marketing portfolio (1), product strategy The accessories for operation are mainly small, easy to store and transport, easy to store and transport Essence The quality is reliable, no technical guidance, no product harm. The product types are relatively novel. It is not available in other stores. At the same time, new products are listed every day, giving consumers a sense of freshness. The product is mainly attracted by young students and women, which is a fast consumer product for the public. (2), the pricing strategy The low -cost strategy, relying on the purchase point of contact, no intermediate link, the product is direct to reach the product directly to reach Terminal stores, eliminating excess links in the middle, low pricing. Generally, small jewelry is around 2-5 yuan, and the larger jewelry is only between 5-15 yuan. At the same time, we adopt a discount method to make the original price discount to the classmates. (3) Channel strategy The first -order channel strategy to purchase in large quantities of manufacturers, give up the intermediary and agency links, and direct retailers, which greatly allows consumers. (4) Promotion strategy is mainly promoted by posters, leaflets, and self -wear. Take five major surprises and three preferential activities to attract consumers, let them understand our accessories, fall in love with our accessories and buy our accessories. See Appendix of Detailed Promotional Activity Strategy. 6. Budget budget The accessory price of accessories xx 7. Effect prediction, evaluation Pre -sale: Sold by promoting to students: use your own connections and right The introduction of the product and their own wearables make consumers know and buy our products The after -sales: If there is a quality problem, it can be replaced, or if you don’t like to buy jewelry, you can change it in a day Under the premise. Then the overall assessment of the promotion effect. This training is implemented on the basis of copywriting planning. According to its product strategy, channel strategy, and price strategy, the most important thing is the promotion strategy. The promotion strategy has made a detailed event plan, rich and diverse activities, endless product styles, and various exquisite gifts. These supports of this promotional activity have greatly satisfied the psychological characteristics of consumers' love and affordability. They always hope that they will be cost -effective to get the gifts that they spend. At the same time, I believe that our neat faces and reasonable patterns, rich and diverse products, and different surprise activities every day will bring a deep impression on customers. Appendix: Promotional Activity Plan The activity plan: Charm decoration, in love . Activity theme: Charm decoration, in love , activity time: . Activity location: Activity purpose: low -cost sales, accumulate experience 5. Activity content: five heavy surprises, real benefits: buy more than 5 products, that is, that is, that is, that is, that is, that is, You can get a small gift. The jewelry marketing planning scheme 2. Analysis of the network market environment (1) Macro environmental analysis Cost -of -face store rent, store business tax, hiring salesperson, security guard, inventory cost (the most most most Good attached table) A security coefficient: Golden shop theft robbery has increased (attached data) Gold and silver price differences: brand effect online marketing advantages: low operating cost, safety factor High, 24 -hour sales (2) Consumer analysis The consumer group for consumer groups: newlyweds, gold wedding people, babies, personalized jewelry shops are positioned in women consumers, especially high -tech women, as well as urban fashion Girls, professional women, female students, etc. are the main consumer groups. (3) Online competitors analysis With the rapid development of e -commerce, more and more people have seen this huge fat, and they all set up their own supply platform on the Internet, and even more, even more, and even more, there are more. Join of the logistics industry. Some of the logistics companies also started online sales. This is more convenient for them to ship at any time, sales, supply, and transportation integration. This of our own marketing plan: 1. Special holiday promotion and event discounts 2. "Going to the countryside" 3. Direct sales model zero inventory, according to customer needs, Professional design customization 4. On -site refinery and silver -refining activities in the early stage, strengthen credibility 5. Fake one compensation ten 6. Launch various combinations to attract consumers r r Innsteadly analysis: Of course, China's environment determines that there are still some obstacles to engage in online marketing, incomplete network infrastructure, online security need to be strengthened, and people's shopping concepts are old. The characteristics of jewelry itself have also made many companies dare not rashly develop online marketing. This Guidelines: Establishing its own characteristic website is conducive to improving the reputation of merchants, promoting corporate image and brand on the website, promoting business characteristics, service guarantees, and product information on the website, and various services, such as information query, inquiry, Ordering, delivery, after -sales service, knowledge lectures, goods display, business communication, etc. are still better. The online display effect of the product is very important. Merchants should make full use of software such as 3DMAX to perform three -dimensional rotation display to make the viewers feel like they are in their mirror. . Analysis of online marketing market opportunities and problems: SWOT method (1): 1. With a certain sense of freshness and attract consumers' attention. 2. Product diversification and elegance. 3. It has a certain creativity, strong publicity, and a certain temptation of promotion. . Online shop opening is a virtual store. There is no need for expensive store rent, no large amount of inventory, large warehouses, etc. This makes it almost not required to invest in online stores. Therefore, we can save marketing online on online marketing. Large cost. 5. Bold innovation, keeping up with the footsteps of the times. 6. The custody cost is low and the risk is low. In daily life, we all know that there will always be stolen events in gold and silver jewelry shops. After all, these products are very valuable and can easily become the goal of criminals, especially those large -scale operating stores. In order to keep these valuables, the owner had to consume a lot of money to keep the goods. The online gold and silver jewelry shops are different. On the one hand, the inventory is a small amount. On the other hand, our custody is low -risk and low investment. (2), disadvantage (): 1. The new store is not well -known, with few customers, strong competitors, and fierce competition. Many gold and silver jewelry stores have divided a considerable part of consumers, and it is not easy to form a certain width and breadth in a short period of time. 2. Fund is limited, and it is difficult to launch a powerful multimedia advertising offensive. 3. At the beginning of operation, lack of experience. (3), opportunity (): 1. Inactive price and beauty to attract customers, and use the price lower than competitors to attract customers. . The voice of consumers emphasizes that the price is reasonable, the product is good, and the most exciting. 3. Launch new promotional activities, attract consumers, and update publicity methods. 4. There are many types of products, novel and stylish, bold and innovative. 5. E -commerce is a rapid development industry. As a consumption and lifestyle, online shopping is also a general trend. Steering for e -commerce is a lifestyle change (4) : 1. There are many competitors and may not be able to cope. . Too fierce competition may lead to insufficient passenger flow and not reach the number of thresholds. 3. Product innovation and update speed is fast. . The popularity is not high enough. The summary: We must avoid strengths, give full play to their advantages, seize opportunities, avoid disadvantages and risks, and avoid threats. Find disadvantages to overcome, find opportunities from advantages, and discover its market potential. Find out the gap with competitors and seize the use of market opportunities. The longing for beauty, fondness, imagination. From shells, animal bone to sandalwood, from gold and silver jewelry to alternatives, from manual production to industrial production, women's jewelry concentrates human wisdom. Whether it is a beautiful girl in the past years, or the graceful first -time married mother, in the women's jewelry box, there is always a lack of the most beautiful, coolest, most beautiful, and most colorful jewelry. This is actually the purest woman. Women are in duel because of the jewelry, and the jewelry is lively because of women. The story of women and jewelry has too many beauty and amazing. Let us applaud for women and set foot on the colorful world decorated with gold and silver jewelry! ;
Jewelry marketing planning plans
In order to determine the work or things smoothly, the plan is often required. The plan is to clarify the time, place, purpose, expected effects, budgets and methods of the specific action. Do you know what kind of solution can help us really help us? The following is the jewelry marketing planning plan collected for everyone for your reference. I hope to help friends in need.
The jewelry marketing planning scheme 1 Foreword
In hot summer, every beauty person will choose a suitable clothing, and if you want to stand out in this summer In addition, there must be a perfect match -jewelry. With the gradual acceleration of the development of the Chinese jewelry industry, endless jewelry styles have been on the market. Although small but market demand and its market capacity, and wide development space, especially the girl market. The "love decoration" jewelry shop has seized such a business opportunity. After a market research in Zhejiang Economic Academy's living area, we found that our school's students, especially girls, have greater demand. Our "love decoration" is to meet such a demand, and strive to achieve the product characteristics of humanity, more targeted propaganda, and more effective sales. Based on the concept of small profits, low prices, high promotion brings the consumption boom of falling in love with jewelry in the Zhejiang Economic Institute.
. Analysis of macro environment
1. Population environment
(1) In China, the proportion of men and women in the country is 116.9: 100, which means that the proportion of men and women in my country is not coordinated. More wider than the boys' market. In recent years, there have been various gadgets and jewelry of girls in various gadgets. In the country, it has appeared in the country. It has a large development space and a lot of profit opportunities.
(2) With the rapid development of the market economy, the taste and quality of life of Chinese girls are leaping in quality.
. Economic environment
(1) With the continuous development of the domestic economy and the rapid growth of national income, women's demand for accessories has increased day by day. In 20xx, women's jewelry consumption exceeds 140 billion yuan worldwide. According to experts, the share of female accessories in China in 20xx will increase from 7%to 55%.
(2) The college student has a strong ability to control money. Parents will "pay" on time every month, as less as five or six hundred, as many as one or two thousand. Many college students will also do part -time jobs to make up zero.
(3) College students are not only satisfied with the pursuit of basic life, they have high requirements for life taste.
(4) Most college students do not have a direct economic source. They mainly rely on parents' living expenses, which is around 1,000 yuan per month. The consumption structure is relatively single, and the consumption power is much lower than the company's white -collar workers.
(5) The consumption concept of college students is immature, mostly from all of them. Blind comparison, blindly pursuing fashion brand, weak savings concepts, and uncommon for overdraft consumption and impulse consumption.
3. Cultural environment
(1) "The heart of beauty, everyone has it", girls' pursuit of beauty is always an important theme.
(2) The new generation of college students have surpassed the social conditions of survival consumption, and it is increasingly concerned about showing self -worth. They like to chase the avant -garde and trendy, advocate personal taste.
(3) The current female college students have gradually come into contact with the society, have known their own beauty, like to match themselves, like to change diverse, and the same needs to be matched with diverse.
. Micro environment
. Competitors
(1) There are many retail stores near the school, and the competition is large.
(2) There are many large -scale jewelry shops near the school, which has a certain influence on the love shop.
(3) The jewelry shops near the school adopt promotional methods such as membership cards, discounts, and gifts to attract consumers.
(4) Zhejiang Economics Institute sometimes sells small jewelry on the bridge head, which may grab the source of business.
(5) In this training, there are two other groups that may also sell accessories, which has competitive pressure at the same place.
2. Exquisite jewelry is the love of every girl, regardless of age.
three, SWOT analysis
(1) Fashion jewelry
advantages: fashion jewelry is popular with fashion, charm, and personality. It firmly grasped the women's beauty and fashion. These accessories are diverse and cheap, and almost all women have the ability to buy. Consumption psychological analysis: Women hope to show charm with a flexible beauty, to gain the envy of others' approvals, and also enable themselves to show their best side in work.
(2) Cosmetics tools
advantage: So far, there are more than 1,300 types of skin care products in China, and skin care products account for about 40%of the national cosmetics market. Of course, the use of cosmetics is inseparable from the makeup tools. It is also increasingly increasing. Makeup tools are small and cheap.
Consumer psychology: love beauty, fashion, and new is the universal psychology and pursuit of contemporary women.
(3) Student style
. Development target marketing strategy
(1) Advantage: The current development trend of the style of the style of the style of the style is: the consumption structure is diversified, multi -level development, the computer network Technology brings new market opportunities. With the advancement of science and technology, the development of electronic technology and networks has made office supplies and stationery rapidly moving from traditional to modernization, developing from a single variety to multiple styles and multi -level, and diversified consumption structures. The most important point is that the number of target consumer groups has increased significantly, and the style of the style of the style of the style of the style is ushered in a peak period of demand. Students are the most important consumer groups of stationery.
(2) The target market
Chat according to the market segmentation, determine that the crowd is our target market students at school:
. students with age at 16-25 are easier to accept New things, while receiving education, also exposed to the influence of foreign culture, so that young students are at the cutting -edge of the times, leading the trend of fashion 2. Cultural office supplies are fast consumer products for the public and institutions, and there are many specifications. Women with low value of single product:
2. Love beauty is the nature of girls. They pay more attention to the image of the appearance, and they are more particular about dressing.
(3) Market positioning
(1) Total positioning: Focus on women's fashion accessories, take care of the sales of daily necessities.
(2) Regional geographical positioning: located near the university town, with large traffic and high sales performance.
(3) Level positioning: It is mainly for young and markets. For the degree of consumption of young people, the level should be controlled at low -grade.
(4) Age positioning: 16-25 years old
5. Marketing portfolio
(1), product strategy
The accessories for operation are mainly small, easy to store and transport, easy to store and transport Essence The quality is reliable, no technical guidance, no product harm. The product types are relatively novel. It is not available in other stores. At the same time, new products are listed every day, giving consumers a sense of freshness. The product is mainly attracted by young students and women, which is a fast consumer product for the public.
(2), the pricing strategy
The low -cost strategy, relying on the purchase point of contact, no intermediate link, the product is direct to reach the product directly to reach Terminal stores, eliminating excess links in the middle, low pricing. Generally, small jewelry is around 2-5 yuan, and the larger jewelry is only between 5-15 yuan. At the same time, we adopt a discount method to make the original price discount to the classmates.
(3) Channel strategy
The first -order channel strategy to purchase in large quantities of manufacturers, give up the intermediary and agency links, and direct retailers, which greatly allows consumers.
(4) Promotion strategy
is mainly promoted by posters, leaflets, and self -wear. Take five major surprises and three preferential activities to attract consumers, let them understand our accessories, fall in love with our accessories and buy our accessories. See Appendix of Detailed Promotional Activity Strategy.
6. Budget budget
The accessory price of accessories xx
7. Effect prediction, evaluation
Pre -sale: Sold by promoting to students: use your own connections and right The introduction of the product and their own wearables make consumers know and buy our products
The after -sales: If there is a quality problem, it can be replaced, or if you don’t like to buy jewelry, you can change it in a day Under the premise. Then the overall assessment of the promotion effect. This training is implemented on the basis of copywriting planning. According to its product strategy, channel strategy, and price strategy, the most important thing is the promotion strategy. The promotion strategy has made a detailed event plan, rich and diverse activities, endless product styles, and various exquisite gifts. These supports of this promotional activity have greatly satisfied the psychological characteristics of consumers' love and affordability. They always hope that they will be cost -effective to get the gifts that they spend. At the same time, I believe that our neat faces and reasonable patterns, rich and diverse products, and different surprise activities every day will bring a deep impression on customers.
Appendix: Promotional Activity Plan
The activity plan: Charm decoration, in love
. Activity theme: Charm decoration, in love
, activity time:
. Activity location:
Activity purpose: low -cost sales, accumulate experience
5. Activity content:
five heavy surprises, real benefits: buy more than 5 products, that is, that is, that is, that is, that is, that is, You can get a small gift.
The jewelry marketing planning scheme 2. Analysis of the network market environment
(1) Macro environmental analysis
Cost -of -face store rent, store business tax, hiring salesperson, security guard, inventory cost (the most most most Good attached table)
A security coefficient: Golden shop theft robbery has increased (attached data)
Gold and silver price differences: brand effect
online marketing advantages: low operating cost, safety factor High, 24 -hour sales
(2) Consumer analysis
The consumer group for consumer groups: newlyweds, gold wedding people, babies, personalized jewelry shops are positioned in women consumers, especially high -tech women, as well as urban fashion Girls, professional women, female students, etc. are the main consumer groups.
(3) Online competitors analysis
With the rapid development of e -commerce, more and more people have seen this huge fat, and they all set up their own supply platform on the Internet, and even more, even more, and even more, there are more. Join of the logistics industry. Some of the logistics companies also started online sales. This is more convenient for them to ship at any time, sales, supply, and transportation integration.
This of our own marketing plan:
1. Special holiday promotion and event discounts
2. "Going to the countryside"
3. Direct sales model zero inventory, according to customer needs, Professional design customization
4. On -site refinery and silver -refining activities in the early stage, strengthen credibility
5. Fake one compensation ten
6. Launch various combinations to attract consumers r r
Innsteadly analysis: Of course, China's environment determines that there are still some obstacles to engage in online marketing, incomplete network infrastructure, online security need to be strengthened, and people's shopping concepts are old. The characteristics of jewelry itself have also made many companies dare not rashly develop online marketing.
This Guidelines: Establishing its own characteristic website is conducive to improving the reputation of merchants, promoting corporate image and brand on the website, promoting business characteristics, service guarantees, and product information on the website, and various services, such as information query, inquiry, Ordering, delivery, after -sales service, knowledge lectures, goods display, business communication, etc. are still better. The online display effect of the product is very important. Merchants should make full use of software such as 3DMAX to perform three -dimensional rotation display to make the viewers feel like they are in their mirror.
. Analysis of online marketing market opportunities and problems: SWOT method
(1):
1. With a certain sense of freshness and attract consumers' attention.
2. Product diversification and elegance.
3. It has a certain creativity, strong publicity, and a certain temptation of promotion.
. Online shop opening is a virtual store. There is no need for expensive store rent, no large amount of inventory, large warehouses, etc. This makes it almost not required to invest in online stores. Therefore, we can save marketing online on online marketing. Large cost.
5. Bold innovation, keeping up with the footsteps of the times.
6. The custody cost is low and the risk is low. In daily life, we all know that there will always be stolen events in gold and silver jewelry shops. After all, these products are very valuable and can easily become the goal of criminals, especially those large -scale operating stores. In order to keep these valuables, the owner had to consume a lot of money to keep the goods. The online gold and silver jewelry shops are different. On the one hand, the inventory is a small amount. On the other hand, our custody is low -risk and low investment.
(2), disadvantage ():
1. The new store is not well -known, with few customers, strong competitors, and fierce competition. Many gold and silver jewelry stores have divided a considerable part of consumers, and it is not easy to form a certain width and breadth in a short period of time.
2. Fund is limited, and it is difficult to launch a powerful multimedia advertising offensive.
3. At the beginning of operation, lack of experience.
(3), opportunity ():
1. Inactive price and beauty to attract customers, and use the price lower than competitors to attract customers.
. The voice of consumers emphasizes that the price is reasonable, the product is good, and the most exciting.
3. Launch new promotional activities, attract consumers, and update publicity methods.
4. There are many types of products, novel and stylish, bold and innovative.
5. E -commerce is a rapid development industry. As a consumption and lifestyle, online shopping is also a general trend. Steering for e -commerce is a lifestyle change
(4) :
1. There are many competitors and may not be able to cope.
. Too fierce competition may lead to insufficient passenger flow and not reach the number of thresholds.
3. Product innovation and update speed is fast.
. The popularity is not high enough.
The summary: We must avoid strengths, give full play to their advantages, seize opportunities, avoid disadvantages and risks, and avoid threats. Find disadvantages to overcome, find opportunities from advantages, and discover its market potential. Find out the gap with competitors and seize the use of market opportunities.
The longing for beauty, fondness, imagination. From shells, animal bone to sandalwood, from gold and silver jewelry to alternatives, from manual production to industrial production, women's jewelry concentrates human wisdom.
Whether it is a beautiful girl in the past years, or the graceful first -time married mother, in the women's jewelry box, there is always a lack of the most beautiful, coolest, most beautiful, and most colorful jewelry. This is actually the purest woman. Women are in duel because of the jewelry, and the jewelry is lively because of women. The story of women and jewelry has too many beauty and amazing. Let us applaud for women and set foot on the colorful world decorated with gold and silver jewelry!
;