瑞士手表品牌的目标营销策略对中国珠宝品牌的启示  

Inspiration of Target Marketing Strategy of Swiss Watch Brand for Jewelry Brand of China

作　　者：包德清[1,2] 钟靖云 姚梦莹[1] 

机构地区：[1]中国地质大学珠宝学院,湖北武汉430074 [2]中国地质大学首饰传承与发展研究中心,湖北武汉430074

出　　处：《宝石和宝石学杂志》2015年第4期36-41,共6页Journal of Gems & Gemmology

基　　金：湖北省高等学校人文社会科学重点研究基地--珠宝首饰传承与创新发展研究中心基金项目(编号:CJHIXM201406;论文编号CJHIWZ00014)

摘　　要：以瑞士手表品牌在中国市场营销的成功案例为研究对象,通过对品牌形象的建立、"品牌性格"的形成、设计理念和创新设计的思路、准确的目标市场选择和有针对性推广策略的分析,掲示瑞士手表在中国奢侈品市场取得成功的原因,探讨瑞士手表目标营销策略在珠宝品牌建设中的借鉴意义。In this paper, the success stories of Swiss watch brand marketing in China are taken as the research sample. Through analyzing the establishment of brand image, the form of brand personality, the design concepts and the ideas of innovative design, the choose of right target market and the targeted promotion strategy, the authors reveal the reasons for the success of Swiss watches in luxury market of China. The analysis of target marketing strategy of Swiss watches will provide references for the jewelry brand construction of China.

关 键 词：瑞士手表 目标营销 珠宝品牌 

分 类 号：TS93[轻工技术与工程]