以文化寓意塑造首飾品牌
發(fā)布時(shí)間：2018-11-14 15:51
【摘要】：隨著上個(gè)世紀(jì)90年代中期國(guó)家對(duì)黃金個(gè)人交易的全面放開,黃金珠寶首飾開始作為一項(xiàng)市場(chǎng)行業(yè)面向大眾經(jīng)營(yíng)。在隨后的十幾年間,中國(guó)珠寶市場(chǎng)進(jìn)入了一個(gè)飛速發(fā)展的時(shí)期。從產(chǎn)值1個(gè)億發(fā)展到近1000億元,從業(yè)人員從2萬人發(fā)展到200萬人,成為世界最大的鉑金消費(fèi)國(guó),亞洲最大的鉆石市場(chǎng)之一,世界第四大黃金消費(fèi)國(guó)和世界最大的玉石翡翠消費(fèi)市場(chǎng)�？梢哉f,我國(guó)珠寶消費(fèi)已經(jīng)在國(guó)際上占據(jù)重要地位,市場(chǎng)的走向?qū)⒅苯佑绊憞?guó)際市場(chǎng)的動(dòng)向和價(jià)格。 現(xiàn)階段,經(jīng)過十多年的發(fā)展,中國(guó)的珠寶市場(chǎng)經(jīng)過一番迅速成長(zhǎng)和激烈競(jìng)爭(zhēng)后,已經(jīng)到達(dá)一個(gè)平臺(tái),需要尋找另外的出路。珠寶企業(yè),零售商和加工集團(tuán)也都在調(diào)整自己以適應(yīng)已經(jīng)變化的市場(chǎng)。從消費(fèi)者的心理而言,從希望擁有一件首飾,后來希望擁有某個(gè)品牌的首飾,再到成為某個(gè)品牌的忠實(shí)消費(fèi)者,經(jīng)歷了現(xiàn)階段普遍的品牌效應(yīng)時(shí)期�？梢娭閷殬I(yè)未來發(fā)展的趨勢(shì)定會(huì)將重點(diǎn)從珠寶飾品本身款式與材質(zhì)的競(jìng)爭(zhēng)轉(zhuǎn)移至顧客對(duì)于品牌忠誠度的培養(yǎng),著重傳達(dá)品牌精神。品牌的深度營(yíng)銷將成為珠寶企業(yè)立足本行業(yè)的關(guān)鍵。 眼下,在全球經(jīng)濟(jì)高度一體化的時(shí)期,國(guó)外知名品牌大規(guī)模進(jìn)軍中國(guó)市場(chǎng),收購國(guó)內(nèi)品牌,同時(shí)整個(gè)市場(chǎng)優(yōu)勝劣汰,大小品牌競(jìng)爭(zhēng)激烈。以市場(chǎng)發(fā)展趨勢(shì)而言,珠寶企業(yè)品牌的建立必將走上獨(dú)特創(chuàng)意的營(yíng)銷道路。 如何以獨(dú)特而容易被人接受的產(chǎn)品形成品牌特色,從而幫助珠寶企業(yè)建立起鮮明的品牌特征,是本文研究的重點(diǎn)。筆者通過對(duì)大量文獻(xiàn)的參考及面對(duì)面的市場(chǎng)調(diào)查交流,參照了現(xiàn)階段市場(chǎng)成功的案例,主要研究在面臨珠寶行業(yè)現(xiàn)階段特殊時(shí)期,如何將具有代表性的文化寓意融入設(shè)計(jì)作品的要點(diǎn)。使珠寶首飾能更直接地表達(dá)消費(fèi)者的情感需求與企業(yè)的代表文化,使得首飾擺脫了單純的裝飾性與保值性,更貼近現(xiàn)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.
【學(xué)位授予單位】：中國(guó)地質(zhì)大學(xué)（北京）
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：J526.1;F426.8
本文編號(hào)：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.
【學(xué)位授予單位】：中國(guó)地質(zhì)大學(xué)（北京）
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：J526.1;F426.8
【參考文獻(xiàn)】
相關(guān)重要報(bào)紙文章 前1條
1 李鵬;[N];中國(guó)黃金報(bào);2006年
，本文編號(hào)：2331609
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