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

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