享媛藝術珠寶的市場拓展-從盛清的美學談起

本研究報告的主旨是探討以盛清時代珠寶美學的精髓為享媛藝術珠寶的設計核心，如何把傳統的珠寶材質加以時尚設計，符合現代人的品味要求，以及如何從傳統的營銷模式升級為新零售模式的品牌經歷。對於清盛世皇室珠寶禮制、典型性款式、材質及寓意的研究，筆者以清盛世皇室珠寶為創作發想，發展為客戶打造具有家族傳承的珠寶系列，以及將之品牌化走向國際市場的經驗整理。研究步驟採取文獻探討、個案訪談、問卷調查等研究方式。研究報告由緒論、文獻探討進行品牌產品設計風格的梳理，品牌行銷的分析以享媛藝術珠寶品牌市場拓展的個案分析，研究結論和建議等五個章節組成如下：首章緒論簡述筆者本項報告的研究動機、研究背景ヽ研究目的，研究動機為筆者經營的珠寶事業希望品牌化，以走向國際化市場的競爭；研究背景為筆者對於珠寶行業的觀察，消費者的珠寶購買行為的調查，解析筆者為何選用華人關注度最高的珠寶材質翡翠和點翠，將清盛世皇室的藝術品味與工藝透過設計融入其珠寶設計中。研究目的為通過對清盛世美學的研究及投入的藝術珠寶品牌，是否符合現代人傳遞生活品味的特徵，是否符合家族傳承的意義，如何做市場區隔，如何因應新零售時代，藝術珠寶品牌的持續性。本研究報告文獻探討以清盛世的形成後的宮廷禮制，梳理了盛清珠寶最具代表性朝珠、簪子、鈿子的特色，工藝中玉石、金銀器、點翠的特色，以及古代珠寶設計中所賦予的寓意，給予享媛藝術珠寶設計帶來的審美觀念與設計思想。第三章解析了用文獻探討、個案訪談、問卷調查的研究方法進行本研究報告。第四章享媛藝術珠寶品牌市場拓展的個案分析，應用享媛藝術珠寶創立品牌歷程、拓展市場的實際個案，並結合相關國際品牌行銷理論，探討享媛藝術珠寶如何應用以傳統文化轉化時尚的藝術珠寶為重點分析為主，進行消費者偏好、形態分析，最後訂定藝術珠寶造型風格。以及面對極為挑戰的經營課題，因應市場的差異性的品牌定位、產品創意、行銷模式創新的市場模式與新零售的規劃。本研究報告也透過不同年齡族群的問卷調查及研究資料蒐集歸納分析，進一步探討珠寶消費者的購買習性和喜好，以應因激烈的市場競爭。為品牌如何創新，從紅海中走出藍海，找到品牌持續經營的致勝方針。期望這些研究成果可以提供台灣珠寶行業品牌優化的參考。最後研究結論，對於未來，珠寶與文化產業鏈的整合將加快，筆者以將具有中華傳統文化元素的珠寶時尚化，並走向國際舞台為使命，期待推廣給更多的人，得到更多人的關注。

關鍵字

點翠；藝術珠寶；清代皇室珠寶；盛世美學；新零售

並列摘要

The main purpose of this research report is to explore the essence of jewelry aesthetics in the flourishing Qing dynasty as the core of the design of LaYuan art jewelry. How to put traditional jewelry materials into fashion design, meet the taste requirements of modern people, and how to upgrade from the traditional marketing model to Brand experience in the new retail model.For the study of the Qing Dynasty royal jewelry system, typical styles, materials and implied meanings, the author takes the flourishing Qing Dynasty royal jewelry as the creative creation, develops the jewelry series with family inheritance, and experiences branding into the international market. The research steps include literature research, case interviews, and questionnaire surveys. The research report is based on the introduction and literature discussion on the design of brand product design style. The analysis of brand marketing is based on the case analysis of the market expansion of the LaYuan art jewelry brand. The research conclusions and recommendations are composed of the following five chapters: The first chapter is a brief introduction to the author's research motivation, research background, research purpose. The research motivation is mainly focusing on the jewelry business that the author manages, and the branding, to compete in the international market. The research background is the author's observation and consumption of the jewelry industry. The investigation of the jewelry purchase behavior of the jewels analyzes why the author chose the jewels of the Chinese jewels, jadeite and jade, to incorporate the artistic taste and craftsmanship of the flourishing Qing dynasty into the jewelry design. The purpose of the research is to determine whether the art jewelry brand of flourishing Qing dynasty aesthetics and the input of the art jewelry brand meet the characteristics of modern people's life taste, whether it is in line with the meaning of family inheritance, how to do market segmentation, how to respond to the new retail era, art jewelry brand persistent. This research report discusses the court rituals after the formation of flourishing Qing dynasty, and sorts out the characteristics of flourishing Qing dynasty jewels, which are the most representative of court necklace, hairpins and accessories，set of headdress. The characteristics of jade, gold and silver, and kingfisher, as well as ancient jewelry design. The meaning given in the middle gives the aesthetic concept and design idea brought by the LaYuan brand of the art jewelry design. The third chapter analyzes the research methods using literature research, case interviews, and questionnaire surveys.The fourth chapter analyzes the case development of the LaYuan art jewelry brand marketing strategy, applies the experience of creating the brand history and expanding the market, and combines the relevant international brand marketing theory to explore how the application of the art of jewelry can be transformed into traditional fashion. Art jewelry focuses on analysis, consumer preferences, morphological analysis, and finally the art jewelry style. In the face of extremely challenging business issues, in response to the market's differentiated brand positioning, product creativity, marketing model innovation market model and new retail planning. This research report also collects and summarizes the questionnaires and research data of different age groups to further explore the purchasing habits and preferences of jewelry consumers, in response to fierce market competition. For the brand to innovate, from the Red Sea out of the blue ocean, find the winning strategy of brand continued operation. It is expected that these research results can provide a reference for Taiwan's jewelry industry brand optimization. Finally, the conclusion is that for the future, the integration of the jewelry and cultural industry chain will be accelerated. The author aims to promote the jewelry with Chinese traditional cultural elements and to the international stage, and hope to promote it to more people and get more people’s attention.