發(fā)布時間：2018-11-14 15:51

【摘要】：隨著上個世紀90年代中期國家對黃金個人交易的全面放開,黃金珠寶首飾開始作為一項市場行業(yè)面向大眾經營。在隨后的十幾年間,中國珠寶市場進入了一個飛速發(fā)展的時期。從產值1個億發(fā)展到近1000億元,從業(yè)人員從2萬人發(fā)展到200萬人,成為世界最大的鉑金消費國,亞洲最大的鉆石市場之一,世界第四大黃金消費國和世界最大的玉石翡翠消費市場。可以說,我國珠寶消費已經在國際上占據(jù)重要地位,市場的走向將直接影響國際市場的動向和價格。 現(xiàn)階段,經過十多年的發(fā)展,中國的珠寶市場經過一番迅速成長和激烈競爭后,已經到達一個平臺,需要尋找另外的出路。珠寶企業(yè),零售商和加工集團也都在調整自己以適應已經變化的市場。從消費者的心理而言,從希望擁有一件首飾,后來希望擁有某個品牌的首飾,再到成為某個品牌的忠實消費者,經歷了現(xiàn)階段普遍的品牌效應時期�？梢娭閷殬I(yè)未來發(fā)展的趨勢定會將重點從珠寶飾品本身款式與材質的競爭轉移至顧客對于品牌忠誠度的培養(yǎng),著重傳達品牌精神。品牌的深度營銷將成為珠寶企業(yè)立足本行業(yè)的關鍵。 眼下,在全球經濟高度一體化的時期,國外知名品牌大規(guī)模進軍中國市場,收購國內品牌,同時整個市場優(yōu)勝劣汰,大小品牌競爭激烈。以市場發(fā)展趨勢而言,珠寶企業(yè)品牌的建立必將走上獨特創(chuàng)意的營銷道路。 如何以獨特而容易被人接受的產品形成品牌特色,從而幫助珠寶企業(yè)建立起鮮明的品牌特征,是本文研究的重點。筆者通過對大量文獻的參考及面對面的市場調查交流,參照了現(xiàn)階段市場成功的案例,主要研究在面臨珠寶行業(yè)現(xiàn)階段特殊時期,如何將具有代表性的文化寓意融入設計作品的要點。使珠寶首飾能更直接地表達消費者的情感需求與企業(yè)的代表文化,使得首飾擺脫了單純的裝飾性與保值性,更貼近現(xiàn)代人的平常生活。
[Abstract]:With the opening of individual gold trading in the mid-1990s, gold jewelry began to operate as a market industry for the general public. In the following ten years, China's jewelry market has entered a period of rapid development. From its output value of 100 million to nearly 100 billion yuan, and the number of employees from 20, 000 to 2 million, it has become the world's largest platinum consumer and one of the largest diamond markets in Asia. The world's fourth largest gold consumer and the world's largest jade consumer market. It can be said that China's jewelry consumption has occupied an important position in the world, and the trend of the market will directly affect the trend and price of the international market. At present, after more than a decade of development, China's jewelry market has reached a platform after a rapid growth and fierce competition, and needs to find another way out. Jewellery companies, retailers and processing groups are also adapting themselves to changing markets. From the perspective of consumers' psychology, from wanting to own a piece of jewelry, then wanting to own a certain brand of jewelry, and then becoming a loyal consumer of a certain brand, it has experienced a period of universal brand effect at this stage. It can be seen that the trend of the future development of jewelry industry will shift the emphasis from the competition of jewelry style and material to the cultivation of customer loyalty to brand and convey the brand spirit. The deep marketing of the brand will become the key for jewelry enterprises to base themselves on the industry. At present, in the period of high integration of the global economy, foreign well-known brands have entered the Chinese market on a large scale and acquired domestic brands. Meanwhile, the market has been dominated by the survival of the fittest and the competition between big and small brands has been fierce. In view of the market development trend, the establishment of jewelry enterprise brand will go on the unique creative marketing road. How to form brand characteristics with unique and easily accepted products to help jewelry enterprises to establish distinctive brand characteristics is the focus of this paper. By referring to a large number of literature and face-to-face market research and exchange, referring to the successful cases of the present market, the author mainly studies the special period in the present stage of the jewelry industry. How to integrate the representative cultural moral into the main points of the design works. Jewelry can more directly express the consumer's emotional needs and the representative culture of the enterprise, so that jewelry can get rid of the pure decoration and preservation of value, more close to the daily life of modern people.
【學位授予單位】：中國地質大學（北京）
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：J526.1;F426.8

【參考文獻】

相關重要報紙文章 前1條

1 李鵬;[N];中國黃金報;2006年

，

本文編號：2331609