以文化寓意塑造首饰品牌
发布时间：2018-11-14 15:51
【摘要】：随着上个世纪90年代中期国家对黄金个人交易的全面放开,黄金珠宝首饰开始作为一项市场行业面向大众经营。在随后的十几年间,中国珠宝市场进入了一个飞速发展的时期。从产值1个亿发展到近1000亿元,从业人员从2万人发展到200万人,成为世界最大的铂金消费国,亚洲最大的钻石市场之一,世界第四大黄金消费国和世界最大的玉石翡翠消费市场。可以说,我国珠宝消费已经在国际上占据重要地位,市场的走向将直接影响国际市场的动向和价格。 现阶段,经过十多年的发展,中国的珠宝市场经过一番迅速成长和激烈竞争后,已经到达一个平台,需要寻找另外的出路。珠宝企业,零售商和加工集团也都在调整自己以适应已经变化的市场。从消费者的心理而言,从希望拥有一件首饰,后来希望拥有某个品牌的首饰,再到成为某个品牌的忠实消费者,经历了现阶段普遍的品牌效应时期。可见珠宝业未来发展的趋势定会将重点从珠宝饰品本身款式与材质的竞争转移至顾客对于品牌忠诚度的培养,着重传达品牌精神。品牌的深度营销将成为珠宝企业立足本行业的关键。 眼下,在全球经济高度一体化的时期,国外知名品牌大规模进军中国市场,收购国内品牌,同时整个市场优胜劣汰,大小品牌竞争激烈。以市场发展趋势而言,珠宝企业品牌的建立必将走上独特创意的营销道路。 如何以独特而容易被人接受的产品形成品牌特色,从而帮助珠宝企业建立起鲜明的品牌特征,是本文研究的重点。笔者通过对大量文献的参考及面对面的市场调查交流,参照了现阶段市场成功的案例,主要研究在面临珠宝行业现阶段特殊时期,如何将具有代表性的文化寓意融入设计作品的要点。使珠宝首饰能更直接地表达消费者的情感需求与企业的代表文化,使得首饰摆脱了单纯的装饰性与保值性,更贴近现代人的平常生活。
[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.
【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】：2009
【分类号】：J526.1;F426.8
本文编号：2331609
[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.
【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】：2009
【分类号】：J526.1;F426.8
【参考文献】
相关重要报纸文章 前1条
1 李鹏;[N];中国黄金报;2006年
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