大数据时代的珠宝品牌构建

Band Construction of Jewellery in Age of Big Data

纵观当代,世界已然进入到一个具有极大数据量的互联网"云时代"。而大数据的运用也日渐成为商业焦点之一。所谓大数据,即需要运用新的处理模式才能具有的更强决策力、洞察发现力和流程优化能力的海量、高增长率和多样化的信息资产。因此,如何在现有的大数据环境下利用已有的大数据引擎构建强效的珠宝品牌并进行相应的品牌营销等问题便赫然屹立在每一个现代珠宝商的面前。本文从当下中国珠宝行业市场现状分析入手,探寻其中的利弊得失,试图利用大数据的品牌营销方式对未来中国珠宝品牌的建设提供可行的发展方向。

Throughout the contemporary time, the world has evolved into an immensely interconnected ＂cloud era＂, with the functioning of big data being one of the main focuses of business development over the past few years. Big data refers to the information asset that enables more decision-making power, better insights and stronger optimized ability by new data processing applications and large data sets. It is enormous, with high rates of growth and a big variety. Hence to build an outstanding brand of jewellery products and to conduct excellent marketing, it is crucial for jewellery dealers to understand how to use the existing big data engines （such as Baidu, Google） wisely. This article explores the advantages and disadvantages of the current jewellery market in China, and attempts to suggest feasible directions for future development of Chinese jewellery branding by employing marketing stratege features in big data.