奢侈品牌不僅僅是高質(zhì)產(chǎn)品的代表，它們傳遞的是一種文化、一種態(tài)度和一種生活方式。我渴望深入理解這些品牌背后的故事，學(xué)習(xí)如何維護(hù)其獨(dú)特性和高端形象，同時(shí)吸引并保持忠實(shí)客戶群。

我的研究聚焦于中國(guó)珠寶市場(chǎng)，在預(yù)科期間，我展開了《中國(guó)中小型珠寶賣家類型調(diào)研》、《丹麥銀器Georg Jensen 喬治·賈森（Georg Jensen）的中國(guó)的市場(chǎng)現(xiàn)狀》、《中國(guó)目前紅藍(lán)寶石收藏與投資產(chǎn)業(yè)現(xiàn)狀》這三個(gè)主題的研究?！吨袊?guó)中小型珠寶賣家類型調(diào)研》對(duì)比了國(guó)內(nèi)不同規(guī)模的珠寶商家的運(yùn)營(yíng)方式包括產(chǎn)品類型、價(jià)位、消費(fèi)群等；《中國(guó)目前紅藍(lán)寶石收藏與投資產(chǎn)業(yè)現(xiàn)狀》調(diào)研關(guān)注于300,000人民幣左右的寶石消費(fèi)群體，收集了相關(guān)信息包括現(xiàn)代寶石收藏產(chǎn)業(yè)的歷史和趨勢(shì)分析、網(wǎng)絡(luò)線上、線下寶石交易的現(xiàn)狀，以及對(duì)于買家和賣家的采訪。

喬治·賈森是來(lái)自丹麥的首飾品牌，也推出了銀質(zhì)餐具產(chǎn)品線，有著悠久的歷史和良好的口碑，但在中國(guó)知名度較低且銀器更為出名。就此現(xiàn)象我展開了對(duì)該品牌的調(diào)研：品牌在中國(guó)媒體的宣傳更注重銀器產(chǎn)品；對(duì)比同位品牌tiffany的其宣傳手段較為單調(diào)。但喬治·賈森依然有繼續(xù)擴(kuò)展愿望。對(duì)此我的建議是開發(fā)一些迎合中國(guó)市場(chǎng)的設(shè)計(jì)款式；設(shè)立線下店或線下的體驗(yàn)空間，加深大眾對(duì)品牌的影響，提高各產(chǎn)品的曝光率，線下空間也更方便客戶直接感受或試用產(chǎn)品。在品牌宣傳上加強(qiáng)品牌文化的營(yíng)銷以此吸引更多客戶。

ZHAO Peiteng

Luxury Brand Management 

Luxury brands embody more than just superior products; they signify a distinct culture, attitude, and lifestyle. I am keen to delve into the narratives surrounding these brands to understand how they uphold their exclusivity and premium status, all while captivating and retaining a devoted clientele.

My research focuses on the Chinese jewelry market. During my Pre-Master stage, I conducted three research projects: one on the various types of small to medium-scale jewelry sellers in China, another on the market of Danish silverware brand Georg Jensen in China, and a third on the current status of China's ruby and sapphire collector and investment industry.

In the first project, I compared how Chinese jewelry sellers of different scales operate their businesses, including their product types, price ranges, and customer demographics. In the second project, I surveyed gemstone customers with a budget of approximately CNY 300,000. I collected information on the background history and trends of the gemstone market in China from the modern age, as well as the current status of gemstone trading both online and in physical stores, through interviews with buyers and sellers.

Georg Jensen, a Danish jewelry brand renowned for its long history and sterling reputation, has primarily gained recognition in China for its silver tableware products. In contrast to its global stature, its influence in China remains relatively modest. Through my research, I examined the brand's marketing strategies in the Chinese market, which predominantly emphasized its silverware line. Unlike Tiffany, a comparable brand with broader marketing approaches, Georg Jensen's efforts appeared somewhat repetitive.