Strategy one. Attach importance to the role of jewelry culture in store marketing. Jewelry culture refers to people's religious beliefs, philosophical thoughts, aesthetic tastes, moral sentiments, values and the relationship between jewelry and politics, economy and customs in the long history. Jewelry has become a social product, which not only shows that it has become the object of human aesthetics, but also contains the economic significance brought by its circulation, exchange and appreciation as a commodity in society. So we say that jewelry culture is closely related to jewelry marketing. Due to the particularity of jewelry products, in the marketing activities of jewelry products, it is necessary to highlight cultural characteristics, popularize jewelry culture, cultivate mature consumer teams, and promote jewelry sales. Taking jewelry products as pure commodities, one-sided emphasis on profits, pursuit of economic benefits, and neglect of the cultural value of jewelry products will inevitably be difficult in fierce commercial competition and the market will be blocked. Jewelry consumption is not only a consumption behavior, but also an aesthetic behavior, and it is also an elegant cultural and artistic activity with strong cultural attributes. When consumers have a full understanding of jewelry, have a good impression and accept the infection of jewelry culture from the heart, buying is inevitable. In a sense, the essence of jewelry sales is a kind of cultural promotion. Only when consumers sincerely recognize and accept jewelry, consumers will implement the purchase behavior. As the specific situation of each consumer is different, every jewelry marketer is required to master the necessary jewelry professional knowledge and jewelry culture knowledge to guide consumers to choose the jewelry that suits them best. Jewelry marketing, as a commercial activity, naturally follows the general rules of commercial activities. Jewelry culture plays a great role in jewelry marketing, and we can regard jewelry culture as an important strategy or skill in jewelry marketing. Second, carry out various forms of innovative promotional activities. If we can carefully plan and design a work with distinctive theme, novel conception and distinctive features, we will get twice the result with half the effort. For example, the promotion of diamonds can be not only the establishment or promotion of diamond image, but also the promotion of women's diamond ornaments, men's diamond ornaments and wedding diamond rings. The promotion theme can also be planned according to different jewelry types such as rings, necklaces, pendants and earrings. For example, from April to June, 2000, De Beers Diamond Promotion Consulting Center and International Platinum Association, together with major jewelry retailers and wholesalers in Beijing and Shanghai, held a platinum diamond pendant promotion activity with the theme of "Summer Gravity". Unified planning has been made in advertising and store layout. The successful promotion of "Summer Gravity" has triggered the upsurge of consumers buying platinum diamond pendants in Beijing, Shanghai and other places. Every woman is proud of owning a platinum diamond pendant necklace. Platinum diamond necklace has been listed as the first choice for consumers. Because of the distinctive theme and novel concept, the promotion activities have achieved good market response. Another example is the diamond jewelry company. In a series of marketing activities, the theme of jewelry is "emotional messenger" and the theme is "1999 forever?" Online at 1999 respectively. 6? 1, diamond ring theme promotion activity of Dai Mengde's lovers. In the second half of 0999, when Bao Zhong Daimengde Co., Ltd. was successfully listed, it launched a large-scale marketing promotion activity of "Colorful Dreams" in colored gems, and in 2000, it launched a large-scale jade theme cultural promotion activity of "Oriental Jade Man". Every promotion with a clear theme has achieved good marketing results. Third, it is not only the wishful thinking of the store to comprehensively improve the service quality and jewelry promotion according to the needs of consumers. When consumers buy jewelry products, they will consider other factors besides quality and price, among which service is the most important. Therefore, it is the core of successful jewelry marketing activities to think what consumers think and provide all kinds of services that consumers need, and high-quality services have become an important means of commercial competition. Taking the sales of diamond jewelry as an example, consumers not only consider quality and price, but also are very concerned about how to maintain diamond jewelry. For this reason, some merchants provide consumers with knowledge, guidance and help in this respect in time in marketing activities, and at the same time give away free gadgets for maintaining and cleaning diamond jewelry, and promise to provide free cleaning service, which has won the welcome of consumers and further promoted their consumption demand. In the process of modern commodity marketing activities, consumers not only attach importance to physical products, but also attach great importance to additional products, and the value of additional products is often the key for consumers to evaluate their post-purchase feelings and whether they can bring more "repeat customers" to sales. Jewelry marketing enterprises must attach great importance to it. In addition to the above-mentioned free cleaning, maintenance and gift of small tools for cleaning and maintaining diamond jewelry, you can also establish consumer files and implement regular return visits, information gifts, secondary discounts and jewelry styles.

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