中国高端定制珠宝品牌设计的探讨

发布时间：2018-05-30 17:00

本文选题：奢侈品 + 高端定制珠宝　；参考：《北京服装学院》2010年硕士论文

【摘要】：改革开放以来,中国经济持续高速增长。现阶段,虽然世界各国都处于金融危机的风暴之中,但中国经济仍保持着惊人的增长速度,经济增长带动了国内珠宝消费的持续增长。世界各国的珠宝品牌都纷纷进驻中国市场,特别是近年来,世界各国的珠宝奢侈品牌在北京、上海、深圳等发达城市举办珠宝文化展览等各式各样的活动,引起了本人的极大关注。这些都源于国内潜力巨大的高端珠宝消费市场的吸引力,中国目前成为了世界第三大奢侈品消费市场,有着众多高学历、高收入和高追求的高端珠宝消费人群,而国内的高端珠宝市场均由众多国外品牌占据。在2007年时,内地珠宝销售企业就已超过一万家,但绝大多数本土企业规模很小,没有品牌,竞争力很弱。少数一些企业有品牌和规模,但仍然是地域性的品牌,缺乏跨区域、跨国的品牌影响力。在国内高端珠宝的市场潜力巨大和国内品牌竞争力薄弱的情况下,如何建立一个针对中国消费者的高端珠宝品牌与国外珠宝奢侈品牌竞争将成为一个趋势。中国与西方国家有着截然不同的民族性格、人种特点和文化特征。西方的高端奢侈珠宝品牌产品也未必都符合中国人的审美观和佩戴要求。我们在研究西方高端珠宝奢侈品牌的时候,发现其高端定制珠宝对整个品牌有着重要作用。本文借助对西方高端定制珠宝的研究,结合目前国内的高端珠宝消费市场和国内高端定制珠宝现状的调查分析,探讨建立一个以高端定制珠宝为特色的中国高端珠宝奢侈品牌的可行性(我们简称为中国高端定制珠宝品牌)。其中,中国高端定制珠宝品牌的“中国特色”是研究的主题,这里的“中国特色”主要包括中国人的审美哲学主流观念影响下的审美心理;中国优秀的珠宝首饰传统工艺之现代化发展;符合中国审美且占资源优势的传统珠宝首饰,其材料的设计与运用这三个方面。
[Abstract]:Since the reform and opening up, China's economy continues to grow at a high speed. At present, although all the countries in the world are in the storm of financial crisis, the Chinese economy still maintains an astonishing growth rate, and economic growth has led to the sustained growth of domestic jewelry consumption. Jewelry brands from all over the world have entered the Chinese market one after another. In particular, in recent years, luxury jewelry brands from all over the world have held jewelry cultural exhibitions and other activities in developed cities such as Beijing, Shanghai, Shenzhen, etc. Has aroused my great concern. These are all due to the attraction of the domestic high-end jewelry consumption market, which has huge potential. China has now become the world's third-largest luxury consumer market, with a large number of high-end jewelry consumers with high education, high income and high pursuit. And the domestic high-end jewelry market is occupied by many foreign brands. In 2007, there were more than 10,000 mainland jewellery sales companies, but the vast majority of local companies were small, unbranded and weak in competitiveness. A few enterprises have brand and scale, but still are regional brand, lack cross-regional, transnational brand influence. With the huge market potential of domestic high-end jewelry and the weak competitiveness of domestic brands, how to establish a high-end jewelry brand for Chinese consumers and foreign luxury jewelry brand competition will become a trend. China and Western countries have distinct national character, ethnic characteristics and cultural characteristics. Western luxury jewelry brands are not always in line with Chinese aesthetic standards and wear requirements. When we study luxury brands of high-end jewelry in the West, we find that high-end custom jewelry plays an important role in the whole brand. With the help of the research on the high-end custom jewelry in the west, this paper combines the domestic high-end jewelry consumption market and the domestic high-end custom jewelry present situation investigation and analysis. To explore the feasibility of establishing a luxury brand of Chinese high-end jewelry characterized by high-end custom jewelry. Among them, "Chinese characteristic" of Chinese high-end custom jewelry brand is the theme of the research, the "Chinese characteristic" here mainly includes the aesthetic psychology under the influence of the mainstream concept of Chinese aesthetic philosophy; The modern development of China's outstanding traditional jewelry technology and the design and application of its materials in accordance with Chinese aesthetic and resource advantages.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F426.8

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