Discuss the marketing concepts of high-end jewelry in Chinese market

Discuss the marketing concepts of high-end jewelry in Chinese market

Main issues to be discussed

1. Definition of high end jewelry

1. Commodity properties of jewelry

2. Value division of different kinds of jewelry

3. Major consumer groups of high-end jewelry in China

4. Consumer attitude

5. Consumer behavior analysis and purchase decision process（like Cartier captures the fact that wealthy consumers are not following the crowd, and that they are willing to splurge on unique products）

2. Development status of Chinese high-end jewelry market

1. General situation and characteristics：Enterprise status, product status, industrial base status

2. Analysis of marketing methods（like DarryRing’s strategy，“A man can only customize one engagement ring in his lifetime” 。In addition, there is the film and television marketing of TESIRO company，TESIRO has set up a film and television company , which is specially used to promote the brand and jewelry。）

3. Marketing concept of foreign high-end jewelry in China

1. Cultural marketing（ for example , Ad slogan of DeBeers “A diamond is forever ”。and, Bvlgari has partnered with Save the Children since 2009. Bvlgari helps fund the non-profit’s activities with proceeds from the Save the Children jewellery collection, custom-designed jewels, inspired by the iconic B.zero1 line.）

2. local marketing（example, In August 2019, Cartier held a jewelry exhibition in Beijing's Forbidden City. And jewelry designed according to Chinese characteristics and traditional elements. And , Promotion activities such as new year's Eve, Chinese Valentine's day, etc）

4. Enhance the core competitiveness of Chinese jewelry enterprises

1. Brand strategy

2.

5. High end jewelry demand forecast

6. Inspiration and reflection of COVID-19 on the jewelry industry

1. Jewelry investment（Consumer psychology analysis，collection and maintain value。）

2. Transformation and upgrading of the jewelry industry（For example, AR technology, online sales, etc）

It's not an outline, it's just an idea

This is my research direction and discussion. The examples I listed are available. If you are sure to quote them, please conduct detailed research to ensure the preciseness of the paper。You can modify it according to your own needs. If you have better ideas, please add them。

questionnaire investigation

https://www.wjx.cn/m/82909091.aspx

This is a link to the questionnaire I did. If you need the survey results, I can provide them. The following is my idea of setting these questions and the explanation of the questionnaire survey。

Q11，Whether the celebrity effect will affect the choice of jewelry. (Research on the relationship between celebrity and online celebrity effect and jewelry marketing)

Q13，Whether it will pay more attention to the brand because of the slogan (study the position of advertisement and slogan in jewelry marketing)

Q14 ，The impact of brand awareness on consumers, brand strategy。

Q15 ，The expectation of jewelry brand is higher and higher (consumer psychology research, with the growth of experience, consumers' requirements for jewelry brand design, technology, service, shopping experience, and other aspects become higher and higher. Consumption upgrading)

Q17， Whether the same brand is more willing to buy charity collection (compared with the charity fund launched by Bulgari, discuss whether consumers will pay for charity and other public welfare undertakings. Baogeli's strategy of cooperation with children's aid agencies has established the brand image and expanded the influence of the brand)

Q19 ，Understand consumers' interests and hobbies, and can carry out investment publicity in relevant fields or cooperate with enterprises in these industries (such as Rolex's sports investment, Rolex's investment projects include Formula 1, tennis, golf and other sports projects. because those sports enthusiasts are also Rolex's customer base.)