我国珠宝定制及其运作模式探析

Analysis of Jewelry Customization and Its Operation Model

随着中国经济的发展,珠宝首饰年消费额逐年增长,以往遥不可及的珠宝定制进入了人们的视线。究竟珠宝定制的意义何在,它有着怎样的特性,人们对珠宝,尤其是珠宝定制的热衷从何而来,珠宝定制的流程运作模式和销售运作模式又是怎样,其在中国的发展现状如何,遇到怎样的困难,又将如何解决?从马斯洛的"需求层次理论"和奢侈品特性出发,分析珠宝和人的联系以及珠宝定制成为趋势的原因。再由定制流程及销售两个切入点对珠宝定制的运作模式进行分析,得出以下结论:定制双方的沟通在定制流程中最关键;个人工作室营销模式将成为珠宝定制营销模式的中流砥柱。最后结合目前我国珠宝产业的背景和定制产业的现状,分析珠宝定制在我国的发展,从设计师的综合设计能力及消费阶层的扩展情况提出了珠宝定制建议。

With the development of China＇s economy, people spend more on jewelry with time goes and the jewelry customization, which is beyond reach of ordinary people before, comes into people＇s attention. What＇s the meaning of jewelry customization, what charac-teristics it has, why are people interested in jewelry, especially jewelry customization？ What are operation model and sales model of jewelry customization？ How about the development in China？ What difficulties are we facing, and how to solve？ With the help of Maslow＇s ＂hier- archy of needs＂ and luxury features, the authors analysed the connection between jewelry and human, and the reason why jewelry customization becomes a trend, Then the authors analysed the operation model of jewelry customization taking customization process and sales into consideration. The conclusions are： （1） Communication between the jewelry customiza-tion providers and the consumer is a crucial process; （2） The individual studio-marketing model will become the mainstay of jewelry customization marketing model. The authors also analysed the development of jewelry customization in China combining the background of jewelry industry and the current situation of jewelry industry. In the end, some suggestions are proposed from the point of view of the designer＇s capabilities and the expansion of the consumer classes.