差异化理论下珠宝品牌潜在策略研究—以周大福为例
Potential Strategies of Jewelry Brands from the Perspective of Differentiation Theory:A Case Study of Chow Tai Fook
陈嘉琪 1柳婧1
作者信息
- 1. 澳门城市大学创新设计学院,中国澳门 999078
- 折叠
摘要
品牌差异化作为品牌重塑策略之一,是品牌在同质化市场中脱颖而出的关键.本研究旨在挖掘并总结珠宝品牌差异化层级,并进行可视化展示.基于品牌理论对珠宝品牌周大福的发展过程中的品牌策略进行详细分析,探讨可供珠宝行业借鉴的潜在差异化策略.珠宝品牌的差异化策略涵盖产品服务、营销传播、品牌体验和品牌战略四个方面.这些策略将在品牌发展过程中提供有针对性的指导和支持,帮助部分珠宝品牌更好地应对市场竞争力不足和市场份额受限等挑战.
Abstract
Differentiation is the key for brands to stand out in a homogeneous market.This study aims to identify and summarize the key differentiation strategy tiers for jewelry brands.Based on brand management and marketing theories,this research conducts a detailed analysis of the brand strategies employed by the jewelry brand Chow Tai Fook throughout its development.It explores potential differentiation strategies that can be referenced by the jewelry industry and visualizes these strategies.The differentiation strategies of jewelry brands encompass four aspects:product services,marketing communication,brand experience,and brand strategy.These strategies provide targeted guidance and support in the brand development process,helping jewelry brands better address challenges such as insufficient market competitiveness and limited market share.
关键词
品牌差异化/黄金珠宝/品牌重塑/周大福Key words
brand differentiation/gold jewelry/rebranding/Chow Tai Fook引用本文复制引用
出版年
2024
NETL
NSTL
万方数据