A Study on the Continued Development of Darry Ring Based on "True Love Marketing" in the Future Chinese Market

Abstract

With fierce competition in nowadays Chinese jewelry market, Darry Ring has become one of the most popular brands by using integrated marketing communication based on the True Love Marketing. The aim of this paper is to analyze the strengths and possible problems that Darry Ring may face in its future continued development, in the Chinese market. And the possible of continued development is investigated from four aspects, which are: brand concept, marketing, sales model, and consumer stability. This paper mainly uses methods of desk study and SWOT analysis. And there are four main findings. Firstly, the Darry Ring brand concept will be its unique selling point in the future Chinese market. Secondly, the marketing method used by Darry Ring, i.e., new media marketing, will be one of the strengths for its future development. Thirdly, DR's existing sales model will help it improve its market sensitivity. However, with the used of organizational behavior theory, over-reliance on Ture Love Marketing will reduce customer brand loyalty to Darry Ring. And it might become a serious hidden problem in the future development of Darry Ring. The conclusion is that the "True Love Marketing" is not only an opportunity for Darry Ring, but also a pitfall.