金银首饰的本土品牌战略研究

发布时间：2018-08-20 10:02

【摘要】：我国的首饰产业在短短几十年间发展迅猛，已成为世界上最大的铂金市场，第四大黄金市场，成为我国重要的产业之一。随着首饰行业的蓬勃发展，国内的首饰消费正朝着时尚化、个性化、多元化的角度延伸，首饰企业从过去的产品竞争发展为如今的品牌竞争。检视中国内地的首饰市场，具有核心竞争力的品牌大多为香港、国外的著名品牌，如卡地亚、周大福等；而国内的著名首饰品牌多为区域品牌，如老凤祥、菜百、老庙黄金等。内地首饰企业必须通过制定和实施可行的品牌战略，打造民族首饰的强势品牌，以民族品牌求得生存和发展。对于本土首饰企业来说，消费者在品牌本土化建设中起到举足轻重的作用。影响消费者购买首饰的因素主要包括首饰产品的款式和质量、品牌的知名度和美誉度、品牌店的形象和服务等。因此，品牌与消费者的情感相关，而情感与价值相关，品牌是连结企业情感与消费者情感的桥梁。一个志向远大的首饰品牌，是产品、传播、空间设计的综合形象体，显露着品牌的价值和个性，传达着高级的美学趣味，提升产品和服务的附加价值。本文通过研究国内首饰市场现状以及消费行为，目的在于从宏观的角度探讨如何让本土首饰品牌被消费者所识别和认同，将地域和民族文化情感注入品牌核心价值，从而提升首饰品牌的附加值，唤起目标消费群的情感共鸣。当今全球一体化的形势下，情感体验的导入为本土文化、民族文化提供更多的发展空间，，为首饰品牌营造出一个独具个性和风格的形象体系，向消费者传达出更多的识别信息。只要我们紧握本土文化的精髓，大胆吸收优良外来文化，科学地运用情感体验理论，最终一定会形成具有我国本土特色的首饰品牌。
[Abstract]:China's jewelry industry has developed rapidly in the past few decades and has become the largest platinum market and the fourth largest gold market in the world. It has become one of the most important industries in China. With the rapid development of jewelry industry, domestic jewelry consumption is moving towards fashion, individualization and diversification. Jewelry enterprises have developed from past product competition to today's brand competition. Looking at the jewelry market in mainland China, most of the brands with core competitiveness are Hong Kong, while famous foreign brands, such as Cartier and Chow Tai Fook, are mostly regional brands, such as Lao Fengxiang, Cai hundred, Old Temple Gold, etc. Mainland jewelry enterprises must establish and implement feasible brand strategy to create strong brand of national jewelry and to survive and develop by national brand. For local jewelry enterprises, consumers play a pivotal role in brand localization. The factors influencing the jewelry purchase include the style and quality of jewelry products, the popularity and reputation of the brand, the image and service of the brand store, etc. Therefore, the brand is related to the consumer's emotion, and the emotion and the value are related, the brand is the bridge which connects the enterprise emotion and the consumer emotion. An ambitious jewelry brand is a comprehensive image body of product, communication and space design, which reveals the value and individuality of the brand, conveys the high aesthetic interest, and promotes the added value of the product and service. By studying the present situation and consumption behavior of domestic jewelry market, this paper aims to discuss how to make the local jewelry brand be recognized and recognized by consumers from a macro perspective, and inject regional and national cultural feelings into the core value of the brand. In order to enhance the added value of jewelry brand, arouse the emotional resonance of target consumers. Under the situation of global integration, the introduction of emotional experience provides more development space for local culture and national culture, creates an image system with unique personality and style for jewelry brand, and conveys more identifying information to consumers. As long as we grasp the essence of local culture, absorb the fine foreign culture, and scientifically apply the theory of emotional experience, we will eventually form a jewelry brand with local characteristics in our country.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.89

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