中国珠宝首饰定制发展探究
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摘要
美国最新预测的“改变未来的十大科技”中,“个性定制”被排在首位,这个判断是来自于市场的变化趋势。导致消费者的产品需求出现差异有两个原因,一是消费者分化,二是消费者收入水平和价值判断出现差别。“定制”在历史上只是皇室和上流贵族的专属,渐渐的“定制方式”优越于传统工业化大规模生产模式,走进人们的生活。定制珠宝首饰、定制时装、定制汽车……已辐射到品位生活的各个领域,成为“品质生活”代名词。
定制的本质是按照消费者喜欢的方式展现他们自己,是一种消费者个性化价值、参与价值、稀有价值、独占价值的完美心理体现。定制珠宝首饰首当其冲成为满足消费者心理需求变化的介质。当下消费者选择定制珠宝首饰,不仅是为了满足功能需求,更多的是为了满足彰显自我魅力、内涵的符号和精神诉求,因此,珠宝首饰定制最重要的价值是能够带给消费者情感满足的特殊属性。
面对广大消费者日益增强的定制化服务需求,众多珠宝企业更加意识到,为客户提供更个性尊贵的定制服务是市场发展的必然趋势,也是金融危机下走出同质化恶性竞争的必然道路。有营销专家分析,定制服务是制造业、信息业迅速发展所带来的新的市场营销机会。是集设计、经营和服务等方面为一体的个性化销售模式,如果不及时调整策略,不能迎合市场和消费者的个性需求,那么这样的定制模式是没有生命力的。
同国外珠宝首饰定制相比,我国的珠宝首饰定制尚处于发展初期,有优势也还存在很多不足,如何开展有效的定制服务,是当务之急,也是本文研究的重点。本文主要通过在七彩云南珠宝首饰定制的实践和对国内中高端珠宝首饰定制市场调研,围绕定制顾客、设计师、定制珠宝首饰三个主要方面就如何做好定制服务、提升定制珠宝首饰无形价值展开探讨,并结合定制环节、管理、维护、宣传推广等方面提出见解,寻求改进和提升珠宝首饰定制服务的建议和方案,并提出珠宝首饰定制的发展趋势。
Regarding to“Top Ten Technologies to Change the Future”in the latest forecast of the United States, the“customization”is considered in the first place, which is the observation from the market changing trend. There are two reasons for the product demand differences. One is the consumer division, and second is the difference of consumer incomes and value judgments.“Customization”was once only for royal and aristocratic, but the mode of“customization”has gradually substituted the industrial production mode and pipeline products, such as the customization of jewelry, fashion and car, etc, which has spread to all areas of quality life, and customization has become part of the“Quality Life”.
The essence of customization is to present the consumers as they like. It is the perfect psychological expression of personal values, participation in value, rarity value and exclusive value. Jewelry customization is for sure to be the media to meet consumers psychological needs. Nowadays consumers choose jewelry customization not only to meet the functional requirements, but also as the meaning of symbols and spiritual demands to demonstrate themselves. Therefore, the most important value of jewelry customization is the special attribute of satisfying the sentiments.
Confronted with the growing consumer demand for customized services, many jewelry companies become more aware of the market developing trend in providing customers with more customization services, which is also the way to get rid of the financial crisis among the vicious homogenization competitions. Marketing experts analyze that customized service is the new marketing opportunity in the background of the manufacturing industry and information in rapid development, and it is the personalized sales model with design, operation and service. If there is no prompt strategy adjustment, and it can not meet the individual needs of the market and consumers, this customization model is not viable.
Compared with foreign countries, jewelry customization is still in the early stages of development in China. There are advantages and also many disadvantages. It is imperative to conduct effective customized services, which is also the focus of this paper. This paper is based on the jewelry historical development, researching on how to make customized services and increase the invisible price of jewelry customization with the practice in Colorful Yunnan and the research on intermediate and high-level jewelry customization market in Beijing, based around the three main parts of custom, designers and jewelry customization. It also presented the analysis combined with customization steps, business management, maintenance, publicity and promotion, seeking for recommendations and programs to improve and enhance the jewelry customization service, and it also presented the jewelry customization trend.
定制的本质是按照消费者喜欢的方式展现他们自己,是一种消费者个性化价值、参与价值、稀有价值、独占价值的完美心理体现。定制珠宝首饰首当其冲成为满足消费者心理需求变化的介质。当下消费者选择定制珠宝首饰,不仅是为了满足功能需求,更多的是为了满足彰显自我魅力、内涵的符号和精神诉求,因此,珠宝首饰定制最重要的价值是能够带给消费者情感满足的特殊属性。
面对广大消费者日益增强的定制化服务需求,众多珠宝企业更加意识到,为客户提供更个性尊贵的定制服务是市场发展的必然趋势,也是金融危机下走出同质化恶性竞争的必然道路。有营销专家分析,定制服务是制造业、信息业迅速发展所带来的新的市场营销机会。是集设计、经营和服务等方面为一体的个性化销售模式,如果不及时调整策略,不能迎合市场和消费者的个性需求,那么这样的定制模式是没有生命力的。
同国外珠宝首饰定制相比,我国的珠宝首饰定制尚处于发展初期,有优势也还存在很多不足,如何开展有效的定制服务,是当务之急,也是本文研究的重点。本文主要通过在七彩云南珠宝首饰定制的实践和对国内中高端珠宝首饰定制市场调研,围绕定制顾客、设计师、定制珠宝首饰三个主要方面就如何做好定制服务、提升定制珠宝首饰无形价值展开探讨,并结合定制环节、管理、维护、宣传推广等方面提出见解,寻求改进和提升珠宝首饰定制服务的建议和方案,并提出珠宝首饰定制的发展趋势。
Regarding to“Top Ten Technologies to Change the Future”in the latest forecast of the United States, the“customization”is considered in the first place, which is the observation from the market changing trend. There are two reasons for the product demand differences. One is the consumer division, and second is the difference of consumer incomes and value judgments.“Customization”was once only for royal and aristocratic, but the mode of“customization”has gradually substituted the industrial production mode and pipeline products, such as the customization of jewelry, fashion and car, etc, which has spread to all areas of quality life, and customization has become part of the“Quality Life”.
The essence of customization is to present the consumers as they like. It is the perfect psychological expression of personal values, participation in value, rarity value and exclusive value. Jewelry customization is for sure to be the media to meet consumers psychological needs. Nowadays consumers choose jewelry customization not only to meet the functional requirements, but also as the meaning of symbols and spiritual demands to demonstrate themselves. Therefore, the most important value of jewelry customization is the special attribute of satisfying the sentiments.
Confronted with the growing consumer demand for customized services, many jewelry companies become more aware of the market developing trend in providing customers with more customization services, which is also the way to get rid of the financial crisis among the vicious homogenization competitions. Marketing experts analyze that customized service is the new marketing opportunity in the background of the manufacturing industry and information in rapid development, and it is the personalized sales model with design, operation and service. If there is no prompt strategy adjustment, and it can not meet the individual needs of the market and consumers, this customization model is not viable.
Compared with foreign countries, jewelry customization is still in the early stages of development in China. There are advantages and also many disadvantages. It is imperative to conduct effective customized services, which is also the focus of this paper. This paper is based on the jewelry historical development, researching on how to make customized services and increase the invisible price of jewelry customization with the practice in Colorful Yunnan and the research on intermediate and high-level jewelry customization market in Beijing, based around the three main parts of custom, designers and jewelry customization. It also presented the analysis combined with customization steps, business management, maintenance, publicity and promotion, seeking for recommendations and programs to improve and enhance the jewelry customization service, and it also presented the jewelry customization trend.
引文
[1]张志锋.定制服务体现品牌特色.品牌视点
[2]田栩.传奇爱情珠宝见证.芭莎珠宝创刊号,ISSN 1674-5892 CN-5818
[3]于媛,宋懿。珠宝风尚“定制”为尊——论大规模首饰定制的平民化进程
[4]欧洲顶级定制珠宝首饰秋季巡展闪耀京城http://www.yoka.com/luxury/ju/2008/1110116721.shtml
[5]张惠.高级定制来了.湖北美术学院,纺织服装周,第32页
[6]宫小伟,李娅.定制模式蕴含无限商机.企业改革与管理,2007年第8期
[7]美国珠宝商零售调查-高级定制珠宝首饰商略胜一筹.中国黄金报,2008-08-22,珠宝尚http://www.agold.cn
[8]宫小伟/李娅定制模式蕴含无限商机.企业改革与管理,2007年第8期
[9]龙泽润宝.定制龙泽润宝-无法复制的奢华珠宝尚http://www.agold.cn,2008-08-27
[10]王燕,肖启云.浅谈珠宝首饰设计的灵感之源.中国宝玉石, China Gems & Jades,编辑部邮箱,ASPT来源刊,CJFD收录刊,2007年01期
[11]何彦龙.中国珠宝首饰营销新理念探讨
[12]梁军.商业服务新理念下的服装高级定制设计体验.华北电力大学艺术学院,商业现代化,2008年7月下月刊,总第546期,第22页
[13]三维网络开辟珠宝个人定制新篇章.国际珠宝网http://www.wto168.net 2010-3-24
[14]中国珠宝首饰行业发展现状及前景.2009-10-9
[15]赵瑞娟.中国珠宝首饰设计发展策略浅析.河北省石家庄经济学院宝石及材料工艺学院
[2]田栩.传奇爱情珠宝见证.芭莎珠宝创刊号,ISSN 1674-5892 CN-5818
[3]于媛,宋懿。珠宝风尚“定制”为尊——论大规模首饰定制的平民化进程
[4]欧洲顶级定制珠宝首饰秋季巡展闪耀京城http://www.yoka.com/luxury/ju/2008/1110116721.shtml
[5]张惠.高级定制来了.湖北美术学院,纺织服装周,第32页
[6]宫小伟,李娅.定制模式蕴含无限商机.企业改革与管理,2007年第8期
[7]美国珠宝商零售调查-高级定制珠宝首饰商略胜一筹.中国黄金报,2008-08-22,珠宝尚http://www.agold.cn
[8]宫小伟/李娅定制模式蕴含无限商机.企业改革与管理,2007年第8期
[9]龙泽润宝.定制龙泽润宝-无法复制的奢华珠宝尚http://www.agold.cn,2008-08-27
[10]王燕,肖启云.浅谈珠宝首饰设计的灵感之源.中国宝玉石, China Gems & Jades,编辑部邮箱,ASPT来源刊,CJFD收录刊,2007年01期
[11]何彦龙.中国珠宝首饰营销新理念探讨
[12]梁军.商业服务新理念下的服装高级定制设计体验.华北电力大学艺术学院,商业现代化,2008年7月下月刊,总第546期,第22页
[13]三维网络开辟珠宝个人定制新篇章.国际珠宝网http://www.wto168.net 2010-3-24
[14]中国珠宝首饰行业发展现状及前景.2009-10-9
[15]赵瑞娟.中国珠宝首饰设计发展策略浅析.河北省石家庄经济学院宝石及材料工艺学院