本文選題：奢侈品 + 高端定制珠寶��； 參考：《北京服裝學(xué)院》2010年碩士論文

【摘要】：改革開放以來,中國經(jīng)濟(jì)持續(xù)高速增長。現(xiàn)階段,雖然世界各國都處于金融危機(jī)的風(fēng)暴之中,但中國經(jīng)濟(jì)仍保持著驚人的增長速度,經(jīng)濟(jì)增長帶動了國內(nèi)珠寶消費的持續(xù)增長。世界各國的珠寶品牌都紛紛進(jìn)駐中國市場,特別是近年來,世界各國的珠寶奢侈品牌在北京、上海、深圳等發(fā)達(dá)城市舉辦珠寶文化展覽等各式各樣的活動,引起了本人的極大關(guān)注。這些都源于國內(nèi)潛力巨大的高端珠寶消費市場的吸引力,中國目前成為了世界第三大奢侈品消費市場,有著眾多高學(xué)歷、高收入和高追求的高端珠寶消費人群,而國內(nèi)的高端珠寶市場均由眾多國外品牌占據(jù)。在2007年時,內(nèi)地珠寶銷售企業(yè)就已超過一萬家,但絕大多數(shù)本土企業(yè)規(guī)模很小,沒有品牌,競爭力很弱。少數(shù)一些企業(yè)有品牌和規(guī)模,但仍然是地域性的品牌,缺乏跨區(qū)域、跨國的品牌影響力。在國內(nèi)高端珠寶的市場潛力巨大和國內(nèi)品牌競爭力薄弱的情況下,如何建立一個針對中國消費者的高端珠寶品牌與國外珠寶奢侈品牌競爭將成為一個趨勢。 中國與西方國家有著截然不同的民族性格、人種特點和文化特征。西方的高端奢侈珠寶品牌產(chǎn)品也未必都符合中國人的審美觀和佩戴要求。我們在研究西方高端珠寶奢侈品牌的時候,發(fā)現(xiàn)其高端定制珠寶對整個品牌有著重要作用。本文借助對西方高端定制珠寶的研究,結(jié)合目前國內(nèi)的高端珠寶消費市場和國內(nèi)高端定制珠寶現(xiàn)狀的調(diào)查分析,探討建立一個以高端定制珠寶為特色的中國高端珠寶奢侈品牌的可行性(我們簡稱為中國高端定制珠寶品牌)。其中,中國高端定制珠寶品牌的“中國特色”是研究的主題,這里的“中國特色”主要包括中國人的審美哲學(xué)主流觀念影響下的審美心理;中國優(yōu)秀的珠寶首飾傳統(tǒng)工藝之現(xiàn)代化發(fā)展;符合中國審美且占資源優(yōu)勢的傳統(tǒng)珠寶首飾,其材料的設(shè)計與運(yùn)用這三個方面。
[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.
【學(xué)位授予單位】：北京服裝學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F426.8

【參考文獻(xiàn)】

相關(guān)期刊論文 前6條

1 王宣喻,趙瑜玲;我國珠寶首飾業(yè)的競爭態(tài)勢研究[J];上海經(jīng)濟(jì)研究;2003年07期

2 張玉能;;中國傳統(tǒng)美學(xué)的特征與傳統(tǒng)審美心理[J];江漢論壇;2009年03期

3 饒俊南;試論中華民族審美心理結(jié)構(gòu)[J];江西社會科學(xué);2003年12期

4 饒瑋;論道家虛實美學(xué)思想對中國藝術(shù)創(chuàng)作及藝術(shù)審美心理的影響[J];重慶教育學(xué)院學(xué)報;2004年05期

5 李艷杰;;解析高端商務(wù)人士的奢侈品消費需求[J];市場研究;2010年01期

6 鄒寧馨;;尋求珠寶首飾設(shè)計的“現(xiàn)代感”[J];裝飾;2006年01期

相關(guān)碩士學(xué)位論文 前3條

1 孫婕紓;我國奢侈消費初探[D];首都經(jīng)濟(jì)貿(mào)易大學(xué);2007年

2 衛(wèi)藝林;首飾“中國風(fēng)”的演變及發(fā)展探究[D];北京服裝學(xué)院;2008年

3 李小虎;《明史·輿服志》中的服飾制度研究[D];天津師范大學(xué);2009年

，

本文編號：1956050