中国珠宝品牌未来发展的方向研究

发布时间：2018-05-01 02:38

本文选题：珠宝品牌 + 未来　；参考：《中国地质大学(北京)》2017年硕士论文

【摘要】：目前中国珠宝行业正处在整体的下滑期,珠宝行业以一次时代变革的姿态来面对这次综合作用下的挑战。在中国经济整体放缓增长趋势的大环境下,以及在中国珠宝行业自身发展的瓶颈期的特殊时刻,通过行业分析得出几方面观点:一是社会经济支撑产业的发展力度减弱;二是过剩危机的雾霾仍将笼罩着珠宝行业;三是价格还会成为市场竞争的主轴。面对这些问题,我们需要重新思考行业未来发展,从借鉴历史经验、设计创新、智能制造、定位思想、资本运作等几个方面来全面论述解决问题的方案以及未来中国珠宝行业在以品牌为载体的发展方向研究。在这次大的变革和转型中,包括在产能过剩的化解中,破产或被兼并将是一些珠宝企业不可避免的归宿。中国珠宝企业要摒弃投机心态,在升级转型中寻找更加适合自身的解决方案。珠宝行业处于长期发展缓慢的状态,品牌化发展策略提上进程。结合国家提出的国家品牌战略以及互联网新型产业和实业共同发展的政策,品牌化不仅仅是珠宝产业的未来,也是国家层面全面产业化升级的大趋势。立足珠宝产业,以更宽阔的视野来看待珠宝未来的发展方向。坚持在树立行业形象基石不动摇的基础上,全面统筹看待珠宝行业的未来发展,吸取过去辉煌时期的行业的精神,结合未来社会发展的新形势,为中国珠宝品牌的未来寻找一条求真务实、行之有效的可持续性之路。珠宝品牌化战略是一个长期和综合性的策略,仅仅针对产品或营销方案是难以进行的,既要在创新和设计为基础开创新的突破口,又要坚持珠宝行业传统模式下带来的经验。结合新时期具有突变性时代的特征,与时俱进,与生活紧密联系,真正做到以市场需求为主要导向,坚持技术、艺术、工艺等多方面的统筹结合,具有准确定位思想意识,并且能够将意识与现实统一执行。新的消费人群必将带来新的商业模式,新的商业模式必将带来新的行业态势,在这种行业本身升级当中,品牌化进展就是一场优胜劣汰的自我革命。
[Abstract]:At present, China's jewelry industry is in a period of overall decline, jewelry industry with a change in the attitude of the times to face the combined role of the challenge. Under the environment of slowing down the growth trend of China's economy as a whole, and at the special time of the bottleneck period of the development of China's jewelry industry, several viewpoints are drawn through industry analysis: first, the strength of the development of the social and economic supporting industry is weakened; Second, the surplus crisis of haze will still hang over the jewellery industry; third, prices will also become the main axis of market competition. Faced with these problems, we need to rethink the future development of the industry, from historical experience, design innovation, intelligent manufacturing, positioning ideas, Capital operation and other aspects to comprehensively discuss the solution to the problem and the future of the jewelry industry in the future in the brand as the carrier of the development of research. Bankruptcy or merger will be the inevitable destination for some jewellery companies in this big transformation and transformation, including the resolution of overcapacity. Chinese jewelry companies should abandon the speculative mentality and look for more suitable solutions in the process of upgrading and transformation. Jewelry industry is in the state of long-term slow development, brand development strategy on the process. Combined with the national brand strategy and the policy of the joint development of the new Internet industry and industry, branding is not only the future of the jewelry industry, but also the general trend of the overall industrialization upgrade at the national level. Based on the jewelry industry, with a broader vision to look at the future direction of jewelry development. Adhere to the foundation stone of establishing the image of the industry, treat the future development of the jewelry industry as a whole in an all-round way, absorb the spirit of the industry in the glorious period of the past, and combine the new situation of the future social development, For the future of Chinese jewelry brands to find a pragmatic, effective road to sustainability. Jewelry brand strategy is a long-term and comprehensive strategy. It is difficult to carry out only the product or marketing plan. It is necessary to create a new breakthrough on the basis of innovation and design, and to adhere to the experience brought by the traditional pattern of jewelry industry. Combined with the characteristics of a sudden era in the new period, keeping pace with the times, closely related to life, truly guided by market demand, adhering to the overall integration of technology, art, technology, and so on, with accurate orientation of ideology, And be able to carry out consciousness and reality in a unified manner. New consumers will bring new business model, new business model will bring new industry situation, in this kind of industry itself upgrade, brand development is a survival of the fittest self-revolution.
【学位授予单位】：中国地质大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J526.1

【相似文献】