Analysis of Organization and Management Issues and Development Proposals of CHOW TAI FOOK

Abstract

The topic of this article is based on the domestic jewelry market, taking brand marketing in the fast fashion consumption era as the starting point and choosing the top domestic jewellery enterprise---- CHOW TAI FOOK (CTF) as the research objective. Through the analysis of the internal and external environment of CHOW TAI FOOK (macro environment, competitive environment, market environment, the enterprise’s own resources and capacities), this article uses marketing models (SWOT analysis) to evaluate the strengths, weaknesses, opportunities and threats and analyze this firm. At the end, this paper proposes some optimization plans in terms of advertising, product quality and product design according to its weaknesses so as to enhance the media exposure and keep building the best jewelry enterprise in China.