大众化体验模式在珠宝行业中的应用研究

发布时间：2018-01-06 23:20

本文关键词：大众化体验模式在珠宝行业中的应用研究　出处：《中国地质大学(北京)》2017年硕士论文　论文类型：学位论文

【摘要】：随着国民经济水平在不断提高,我国已经成为世界上最大的珠宝首饰消费市场,珠宝产业模式不断整合升级。以顾客需求为导向的体验模式是珠宝企业未来发展方向。本文通过对短时间、大众化、体验性强的珠宝首饰设计和制作活动的研究,探索大众化体验在珠宝行业中的应用。本文归纳了当代大众消费者可以接触到的珠宝文化和首饰工艺知识。包括珠宝知识、珠宝设计、历史文化、佩戴美学、金属起版工艺、雕蜡铸造工艺、镶嵌工艺、宝石打磨雕刻工艺、绳结艺术等几个方面。本文通过相关数据和现象的分析,详细阐述了我国珠宝行业市场现状,并分析未来发展趋势——随着产品结构优化、销售渠道的多样化、行业标准完善、婚庆市场扩大、和体验至上的消费理念,珠宝行业即将迎来回归简约理性、精品和情感体验并存的阶段。本文提出了大众化体验模式和珠宝领域大众化体验的定义,即指针对非珠宝专业人群进行的珠宝文化和首饰工艺知识的普及和体验式营销,涵盖珠宝产品设计销售、DIY体验制作、专业培训、讲座沙龙和私人定制等等形式,并能够为中低消费人群接受。本文分析了传统珠宝大众化体验的方式,并分别列举了不同体验方式的市场现状、营销效果和对消费者的利弊。通过创立“一饰一诺首饰体验馆”,开创的珠宝大众化体验新模式的类型和操作方法,首饰DIY体验和以消费者为主导的私人订制服务。未来,珠宝的大众化体验模式将结合新技术、新材料,为消费者带来更多新鲜有趣、内容丰富的珠宝体验。珠宝大众化体验的新模式带动了大众化珠宝消费,成功为我国珠宝消费市场注入新的活力,引领珠宝市场多元化发展,在新形势下占据当前珠宝市场的一席之地,并具有一定的推广可行性和研究参考价值。同时契合国家“大众创业、万众创新”号召,具有一定的经济和社会意义。
[Abstract]:With the development of national economy, China has become the largest jewelry market in the world. Jewelry industry model is constantly integrated and upgraded. Customer demand oriented experience model is the future development direction of jewelry enterprises. Research on the design and production of jewelry with strong experience. To explore the application of popular experience in jewelry industry. This paper summarizes the knowledge of jewelry culture and jewelry technology that can be reached by contemporary consumers, including jewelry knowledge, jewelry design, historical culture, wear aesthetics. Metal starting technology, wax carving casting technology, mosaic technology, gemstone grinding and carving technology, knot art and other aspects. Through the analysis of relevant data and phenomena, this paper describes the market situation of jewelry industry in China in detail. And analyze the future development trend-with the optimization of product structure, the diversification of sales channels, the improvement of industry standards, wedding market expansion, and experience first consumption concept, jewelry industry is coming back to simple reason. This paper puts forward the model of popular experience and the definition of popular experience in jewelry field. It refers to the popularization and experiential marketing of jewelry culture and jewelry technology knowledge for non-jewelry professionals, including jewelry product design, sales, DIY experience production, professional training. Lecture salon and private customization and other forms, and can be accepted by the low and medium consumers. This paper analyzes the traditional jewelry popular experience, and lists the market situation of different experience ways. Marketing effects and advantages and disadvantages to consumers. Through the establishment of a "one jewelry one promise jewelry experience hall", create a new model of jewelry popular experience type and operation methods. Jewelry DIY experience and consumer-led private custom-made services. In the future, the popular experience model of jewelry will combine new technology, new materials, and bring more new and interesting to consumers. Rich jewelry experience. The new model of popular jewelry experience has driven the popular jewelry consumption, successfully injected new vitality into the jewelry consumption market of our country, and led the diversified development of jewelry market. In the new situation to occupy a place in the current jewelry market, and has a certain promotion feasibility and research reference value. At the same time in line with the national "mass entrepreneurship, innovation" call. Have certain economic and social significance.
【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】：TS934.3

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