亞洲珠寶精品品牌定位策略研究----以Ｓ公司為例

Abstract

精品的美學與營運模式,需引入歷史、文化、社會、地緣經濟的分析,也須深入 探討時間軸與空間地理的對應意義,本研究結合理論與實務,進行「珠寶精品產 業及市場」的研析,比較東西方精品價值的異同,重新認識精品產業歷史,評析 產業結構及競爭模式,再透過個案研究亞洲珠寶精品品牌定位策略,以了解這個 獨特、複雜、而且迷人的產業。 研究發現,西方珠寶精品產業具有歷史優勢,不論是消費文化、品牌故事、工藝 品味、行銷資源,均具有主導市場的力量。長期以來亞洲珠寶產業以製造為主, 未曾成功發展品牌,因應新興市場的崛起,亞洲珠寶精品應可找回自己的歷史及 文化,積極投入品牌定位與策略應用,打造亞洲精品的發展模式。

The aesthetics and business model of luxury jewellery industry is deeply refined from its historical and cultural content. By theoretical and empirically analysis, this thesis finds that luxury brand has a specific value and the enterprise may differ its strategy from one brand to another. There is Luxury Strategy that demonstrates luxury product’s special rules and specific industrial framework. This thesis finds that art jewellery brand indeed is unique, complicated, and characteristic. The Western jewellery brands have their own strength to domain the consumer culture. The growth of Asian jewellery industry is not only built up from manufacturing technique, but also the development of its own brand. By telling brand story and retracing the craft heritage, Asian enterprise may look back to connect the oriental history and cultural environment. To sum up, Asian jewellery brand could aggressively apply the brand positioning strategy and develop a specific Asian Luxury Brand model.