Excuse me, how to write the sales case of the jewelry store

Jewelry marketing strategy is a major policy strategy for jewelry enterprises to survive and develop in the market. It is the goal that jewelry enterprises constantly pursue for their long-term interests, and the magic weapon to deal with market competition and win in market competition. In this chapter, we will systematically describe the development planning of jewelry enterprises, the overall image strategy of enterprises and the brand strategy of products, which are indispensable marketing strategies for enterprises to survive and develop in the market

* * section strategic planning of jewelry enterprises

since the date of establishment, jewelry enterprises must plan their own business direction and development goals, such as what products they produce and operate; The position of this product in the market; The competitiveness of enterprises and products in the market; Who is the purchasing object of enterprise products; What are the initial and future development goals of the enterprise. It is very important to study these problems for enterprises to survive and develop healthily in the market. The best way to solve these problems is to give the enterprise and its products an appropriate position on the basis of full market investigation and in combination with the actual situation of the enterprise, produce and sell marketable products through accurate prediction of the market, and constantly adjust the market position of the products according to the development trend of the market. This is a matter of life and death for enterprises when they enter the market

I. market segmentation

1. The concept of market segmentation

the term "market segmentation" was proposed by winder R. Smith in 1956. The so-called market segmentation is the process of dividing a large heterogeneous market into several sub segments of different demand types according to certain standards. These sub segments have the same or similar needs or make similar responses to the marketing mix. In essence, market segmentation is the embodiment of the popular process of dividing the whole into zero and turning the large into small in product sales. Market segmentation is a kind of market classification method adopted according to the differences of consumers' consumption concept, consumption purpose, consumption level and aesthetic orientation. It is not to classify products, but to classify consumers with different demands for the same product. It is an activity to identify consumers or consumer groups with different demands

the formation of the idea of market segmentation and the sublimation of its theory are the promotion of the practice of American enterprises. Specifically, it is the reflection left by the market competition between Ford Motor Company and general motors company. Up to 1908, Ford Motor Company has always adhered to the strategy of non differentiation marketing, which was later called by the theoretical circle, that is, small, medium and large general motors cars and trucks are all black T-type vehicles. In response to this defect of Ford, the later General Motors Company produced model ch cars for middle-class buyers, model B cars for Volkswagen buyers, and luxury model C cars for the rich. In 1927, Ford was defeated by general motors. This competitive strategy of General Motors is refined into market segmentation theory by marketing experts. The logical basis of market segmentation is summarized as follows:

(1) not all buyers have the same demand. That is to say, the market is a non aggregated market, so the people or enterprises constituting the market can be divided into several homogeneous market segments

(2) sub segments of people or enterprises with similar behaviors, values and backgrounds can be identified

(3) the subgroups or enterprises are smaller and more homogeneous than the overall market

(4) it is easier to serve similar customers of a small group than to serve dissimilar customers of a large group

2. The objective basis of market segmentation

the concept of market segmentation is based on the heterogeneous theory of consumer demand. The core point of this theory is that every consumer's demand, hobby, purchase motivation and purchase behavior are different. However, in a certain kind of market, consumers' reactions to sales strategies have certain similarities. Thus, from the perspective of demand, various social products can be divided into two categories: one is called homogeneous market, and the other is called heterogeneous market. Where consumers or users have basically the same or very similar consistency in the demand, desire, purchase behavior and response to marketing strategies of a product, the market of such products is a homogeneous market. Obviously, the homogeneous market does not need to be subdivided. However, most products are heterogeneous markets, that is, consumers have different demands and desires for product quality, characteristics, specifications, grades, styles, quality, price, packaging, etc., or there are differences in purchasing habits and behaviors. For example, most urban residents have the same or similar demand for diamonds, but they are obviously different in style, quality, price and purchasing habits. Some prefer to pursue the trend of the times, some maintain traditional consumption concepts, some pursue the high quality of diamonds, some pursue personalized styles, some prefer to buy in large shopping malls, and some trust jewelry stores. It is this differentiation that makes market segmentation possible

in fact, the jewelry market is a subdivision of the broad market concept. In the jewelry market, according to the different preferences of consumers for jewelry characteristics, we divide the types of consumers' preferences as follows:
* * these types are homogeneous hobbies. When the consumers in the regional market have almost the same preference for a certain type of jewelry and there is no significant difference in demand, the preference of such consumers is homogeneous. For example, the consumers in the jewelry market of a secondary city generally have a unique preference for gold jewelry, and this consumer group has a homogeneous preference. In this case, when formulating marketing strategies, enterprises must take into account all characteristics of commodities (such as style, price, color and variety) to meet the needs of consumers

the second type is a decentralized hobby. In the regional market, consumers' preferences are not concentrated. For example, in diamond consumption, some pursue quality, some pursue style, and some both. However, the distribution of consumers with different preferences is relatively uniform, and the type of consumer preference is decentralized preference. In this case, the market segments that can be selected by enterprises are correspondingly diversified: first, the enterprises can take into account the consumers with two characteristics to attract as many customers as possible and reduce the dissatisfaction of the overall consumers to the minimum; second, they can focus on the consumers who prefer a certain characteristic, such as the consumers who pursue diamond quality, so as to attract some customers who pay attention to the style but are not satisfied with the two-dimensional enterprises. The advantage of this is that enterprises can form their own unique target market

the third type is centralized preference. There are some similarities between this type of preference and the decentralized type of preference, which is manifested in that consumers' preferences are not concentrated and they are biased towards various characteristics of goods. However, there are also obvious differences between the two preferences, mainly reflected in the following: the distribution of consumers with different preferences is not uniform. For example, some consumers focus on quality, some on style, some on price, some on beauty, and some on durability, forming several gathering points or consumer groups, thus naturally forming several sub markets

the above classification of consumer preference types provides a basic basis for market segmentation and gives us a complete understanding of the concept of market segmentation in actual marketing activities. For example, a jewelry enterprise divides the jewelry market into the youth market, the middle-aged market and the elderly market according to the differences in product demand of different ages of consumers in a certain regional market; Or divided into high-end jewelry market, middle-end jewelry market and low-end jewelry market according to different economic income; It is divided into male jewelry market and female jewelry market according to gender. After the whole market is subdivided, there are similar demands for the same kind of goods among the subdivided sub markets. Therefore, for the social needs in the overall market, there are both similarities and differences, and there are differences in seeking common ground. This is the application of the method of seeking common ground while reserving minor differences in market segmentation. It is also through this market segmentation that jewelry enterprises find suitable target markets in the complex jewelry market

3. The role of market segmentation

for enterprises, market segmentation is a very important work, which is the basis and premise for enterprises to position and select target markets. The production and operation of an enterprise should be targeted at one or several market segments, and it is not advisable to blindly pursue small and all or large and all. On the role of market segmentation, academic circles have made different generalizations from different angles. From the perspective of jewelry marketing, we can summarize it into the following aspects:

(1) it is helpful for enterprises to determine the market more accurately according to customer requirements
through scientific and effective market segmentation, jewelry enterprises can comprehensively and accurately understand the market and the needs of each market segment, and then, in combination with the actual situation of the enterprise, decide which products the enterprise should produce and operate to meet the needs of these different levels of consumer groups. Customers belonging to the same market segment usually have the same or similar desires and needs. Through the determination of the service objects, the enterprise makes decisions on the products and determines which market segments are the demanders of the products of the enterprise, so as to determine which products are the dominant products of the enterprise and which products are subordinate products. Through market segmentation, the position and production and operation objectives of the enterprise in the market are determined to avoid blind production and operation

(2) it is helpful for enterprises to explore new market opportunities and develop new products
market segmentation is based on market research. Through market research, we can comprehensively understand the degree of satisfaction of the needs of different levels of consumer groups, such as which needs of the consumer groups have been met, which are not satisfied, which are still to be developed, which market segments are highly competitive, which are less competitive, what changes have taken place in the market consumption trend, and what the change trend is. This information can enable enterprises to find and explore new market opportunities, Timely adjust the marketing strategy and strategy to enter the market segments that are conducive to the enterprise, find better and more development opportunities, and develop new products to meet the changing consumer demand. At the same time, through market segmentation, the enterprise's ability to adapt to changes in market demand is strengthened

(3) it is helpful for enterprises to allocate marketing resources more effectively and improve their market competitiveness
the comprehensive strength of an enterprise is always limited to a certain extent. How to make more effective use of enterprise resources (human, material and financial resources) is a problem that every enterprise should consider. Jewelry enterprises occupy a large amount of capital, and the management links are complex and meticulous. Even enterprises with strong capital strength are difficult to attack all the products and projects in the jewelry market. Therefore, the enterprise can select one or several market segments favorable to the enterprise according to its own conditions through market segmentation, concentrate on using human, material and financial resources to invest in the target market, and quickly and timely send marketable products to the target market. In this way, the enterprise resources are fully and effectively used, the advantages of the enterprise are brought into play, and the market competitiveness of the products is greatly improved

4. Form of market segmentation

the reason why the overall market of a product can be subdivided is mainly due to the differences in consumer demand. These differences are caused by various reasons, such as age, gender, income, psychology, education level, etc. Therefore, enterprises can subdivide the overall market according to these factors. As far as the jewelry market is concerned, these factors can be summarized as follows: geographical factors, demographic factors, psychological factors and behavioral factors. According to these factors to subdivide the market, there are four basic forms of market segmentation: geographical segmentation, population segmentation, psychological segmentation and behavioral segmentation

(1) market segmentation by geographical factors

geographical segmentation is to segment the market according to the geographical location and natural environment of consumers. The reason why geographical segmentation can be carried out is that consumers in different geographical environments have different demands and preferences for the same product, and have different responses to the variety, style, price, distribution channels, advertising and other marketing of enterprise products. From the typical classification of geographical factors, consumer groups in different geographical locations have different needs and desires. For example, there are obvious differences and differences in jewelry consumption concepts, consumption varieties and consumption levels between the northern market and the southern market, the market in economically developed regions and the inland market, the urban market and the rural market. In addition, different jewelry can be worn for different periods in different regions. When entering a regional market, it is very necessary for jewelry enterprises to subdivide the market according to geographical location and natural environment, which directly affects the choice of target market and whether they can provide marketable products

(2) market segmentation by demographic factors

population segmentation is to segment the market according to the contents of population survey statistics. People are the basic elements of marketing and the final target of enterprise marketing activities. When entering a regional market for market segmentation, enterprises should not only analyze the total population of the region, but also study the composition of its population, including the age, sex, occupation, income, education level, nationality, religion, etc. of consumers. Population factors are relatively easy to measure, and comprehensive relevant data on population can be obtained only through simple market survey. Therefore, jewelry enterprises often take population factors as an important basis for market segmentation and make systematic analysis on the population situation of regional markets

gender: Although there are only two types of gender: male and female, there are great differences in product demands and preferences between male and female due to physiological differences. To a large extent, jewelry is the patent of women, but it cannot be ruled out that men may buy it. In the process of selecting the target market, jewelry enterprises should not only target female consumers, but also infiltrate each other in a timely manner, taking some male sub segments as the target market, such as married or engaged men, successful men, etc

age: market segmentation by age is a common market segmentation method for jewelry enterprises. Due to the great differences in economic income, aesthetic awareness, lifestyle, values, social activities and social roles, consumers of different ages will inevitably have different consumption demands for jewelry. For example, young people like fashionable jewelry, while the elderly tend to conservative jewelry with value preservation function. Therefore, in the market segmentation activities, enterprises should grasp the demand characteristics of consumers of different ages and make sub segmentation based on this. Once the customers of a certain age are taken as the target market in the enterprise decision-making, they should provide corresponding products for the target market in a timely manner

economic income: the economic income level of consumers is the decisive factor of purchasing power, and also determines the living standard and lifestyle of consumers in a region. According to the current average economic income level, the resident income of an area can be divided into three categories: high-income, middle-income and low-income. There are great differences between high-income consumers and low-income consumers in life style, consumption style and social communication. Jewelry is a high-end consumer goods, and its buyers are mainly middle and high-end consumers. Therefore, enterprises should understand the wage income level, total household income and per capita income of different consumers in a region, specifically analyze the proportion of consumption expenditure to personal household income and the impact of income change on consumer demand, and make market sub segmentation according to the level of income and other conditions

occupation and education: a market can be divided into several different sub markets according to occupation and education level. Different occupations and education levels have different demands on jewelry. Some occupations, such as doctors, can not wear jewelry even though their income level and consumption concept meet the requirements of jewelry consumption. Jewelry is a cultural ornament. Only customers who have a deep understanding of its cultural connotation can become loyal consumers of jewelry. Therefore, enterprises should pay attention to dividing different market segments according to different occupations and education levels of consumers, which is of great significance to product positioning and target market selection

religious belief: consumers have different religious beliefs, and their consumption needs for food, clothing and housing are different. Therefore, they can also be subdivided into different markets according to their religious beliefs
Nationalities: different nationalities have different consumption needs and habits. For example, China is a multi-ethnic country composed of 56 ethnic groups. In the long years, all ethnic groups have jointly created the culture of the Chinese nation, and also formed their own unique culture, customs and habits. They all have their own distinctive national cultural characteristics in jewelry consumption, thus forming jewelry consumption demand that conforms to national characteristics. Segmenting the jewelry market according to different nationalities is not only conducive to meeting the special needs of consumers of various nationalities, but also enables enterprises to obtain more extensive development opportunities

in actual work, the market can be subdivided according to the population factor. For example, the market can be subdivided according to a single factor, such as the variable "economic income", or the market can be subdivided according to a combination of multiple factors. However, segmenting the market according to a combination of multiple factors will make the target market selection and market positioning of enterprises more accurate.