元宇宙时代的珠宝品牌营销研究  

Research on Jewelry Brand Marketing in the Era of Metaverse

作　　者：马隽琪 邵萍[1] MA Junqi;SHAO Ping(School of Gemmology,China University of Geosciences(Beijing),Beijing 100083)

机构地区：[1]中国地质大学(北京)珠宝学院,北京100083

出　　处：《中国宝玉石》2023年第3期47-55,共9页China Gems & Jades

摘　　要：本研究期以通过国内外珠宝品牌的元宇宙营销案例,探索珠宝品牌元宇宙营销现状,总结典型的元宇宙营销模式,得出珠宝品牌在元宇宙营销方面提升品牌价值和顾客转换率的方法启示,为珠宝产业的营销活性化做出贡献。研究表明,珠宝品牌的元宇宙营销应以相关技术与品牌文化作为支撑,大力提升品牌的核心竞争力。秉承“以人为本”的原则,通过顾客的元宇宙数据分析,找准目标受众,精准投放以顾客体验为中心的个性化服务。This study aims to explore the current status of metaverse marketing of jewelry brands through case studies of metaverse marketing of domestic and foreign jewelry brands,summarize typical metaverse marketing models,and draw inspiration for jewelry brands to enhance brand value and customer conversion rate in metaverse marketing.This study contributes to the marketing revitalization of the jewelry industry.Research has shown that the metaverse marketing of jewelry brands should be supported by relevant technologies and brand culture,vigorously enhancing the core competitiveness of the brand.Adhering to the principle of"people-oriented",we provide personalized services centered on customer experience,and through customer metaverse data analysis,identify target audiences and deliver accurately.

关 键 词：元宇宙 珠宝品牌 珠宝营销 

分 类 号：F426[经济管理—产业经济]