- 學位論文
精品珠寶經營模式與國際行銷策略研究 - 以 Tiffany & Co.為例
The Study on the Business Model and International Marketing Strategy of Luxury Jewelry: A Case Study of Tiffany & Co.
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摘要
本研究深入探討全球知名高端奢侈珠寶品牌Tiffany & Co.(以下簡稱Tiffany)的 商業模式與國際市場策略。自 1837 年創立以來，Tiffany 以其精湛的設計、深厚的 歷史底蘊和鮮明的品牌形象，於全球高端珠寶市場佔有領導地位。Tiffany 憑藉品 牌優勢和策略性市場佈局，從一家美國的本土珠寶商發展成國際奢侈品品牌巨 擘，在激烈競爭的高端珠寶市場持續保持領先地位。 奢侈品品牌的核心競爭力在於獨特的品牌故事、經營模式與國際化行銷策略，在 全球奢侈品市場競爭激烈的當今環境中，具備獨特國際行銷和本地化策略至關重 要。本研究針對 Tiffany 的品牌策略、全球行銷及消費者行為進行深入探討，並分 析其品牌形象、文化溝通和形象塑造策略。品牌策略對於 Tiffany 的成功發揮關鍵 作用，有助於創造並傳遞核心價值，提升消費者認知度、增加產品價值並增強企 業競爭力;此外，全球行銷策略與目標市場間的互動，亦是 Tiffany 成功的關鍵要素。 總結而言，本研究透過對 Tiffany 案例的深入分析，為高級珠寶品牌的經營模式與 國際行銷策略提供了深刻的洞察，並為珠寶及其他奢侈品行業的品牌塑造和市場 策略提供了寶貴的參考與重要意義。
並列摘要
This study investigates the business model and international market strategy of Tiffany & Co., a globally recognized luxury jewelry brand. Since its inception in 1837, Tiffany has established itself as a leader in the global high-end jewelry market due to its exceptional designs, rich historical heritage, and distinctive brand identity. Through capitalizing on brand strengths and strategic market positioning, Tiffany has transformed from a local American jeweler into a dominant force in the global luxury industry, maintaining its prominence in a fiercely competitive market. The competitive edge of luxury brands resides in their distinctive brand narratives, business models, and international marketing approaches. In the current highly competitive global luxury market, the maintenance and enhancement of core competitiveness through unique international marketing and localization strategies are paramount for success. This study comprehensively examines Tiffany's brand strategy, global marketing initiatives, and consumer behavior, analyzing aspects such as brand shaping, cultural communication, and brand image building strategies. Brand strategy significantly contributes to Tiffany's success by facilitating the articulation and dissemination of core values, augmenting consumer awareness, elevating product value, and fortifying competitive advantage. By offering profound insights into Tiffany's brand strategies, global marketing endeavors, and consumer behavior, this study provides valuable references for brand development and market strategies within the jewelry and luxury goods sectors.
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