市场扩张后的国内珠宝品牌维护探讨

Study on Jewelry Brand Maintenance after Market Expansion

2003年以来,我国从事品牌经营的珠宝企业引入连锁经营的商业模式,以加盟连锁的形式进行市场扩张。连锁经营不断进行自我复制的过程,表面看来是品牌、店面、管理等要素的复制,其实质是核心竞争力的复制,如果离开核心竞争力,品牌便成为没有根基的空中楼阁。为了全面地了解我国珠宝品牌的经营状况,在市场调查的基础上,运用比较研究法对我国珠宝品牌的经营现状进行研究。结果显示,我国珠宝企业通过市场扩张,珠宝品牌店铺数量激剧增加,但与香港珠宝品牌相比,我国多数珠宝品牌在市场竞争中处于弱势地位,核心竞争力的缺失是其根本原因。对我国珠宝品牌的市场扩张进行了反思,在此基础上提出了我国珠宝品牌在完成"跑马圈地"之后,应该从培育品牌的核心价值等六个方面进行品牌维护,以提升品牌的核心竞争力。

Chinese jewelry enterprises introduce chain business model successfully in 2003,and expand their market in this form. On the surface, the ongoing process of self-replication of chain business is the copy of the brand, store and management, but in fact, the essence is a replication of the core competitiveness. Without core competitiveness, brand will be a cas- tle in the air. In order to know well the jewelry brands in China, comparative research meth-od is used to study the management status of jewelry brands in China. The result shows that there is a drastic increase in the numbers of jewelry shops with market expansion, but corn-pared with the jewelry brands in Hong Kong, most of our jewelry brands are weak in market competition. And the lack of core competitiveness is the cause. On the basis of reflection on the market expansion of jewelry brands in China, the authors propose the jewelry brands in China, after the completion of ＂staking＂, should focus on six aspects especially core values of the brand, and then enhance their core competitiveness.