2013 年，中国人均 GDP 超过 6400 美元，参考美国珠宝饰品行业的发展特征， 人均 GDP 超过 6000 美元后，珠宝饰品消费进入高速增长期。 本文期望通过分析国内市场中表现卓著的国际、港台、国内珠宝饰品品牌— —潘多拉饰品、石头记、海盗船、阿努比斯银饰、LOVE&LOVE，以及研究 85、90 后目标人群的消费行为偏好，探讨、发掘新翡翠饰品国际品牌的创立机会。最终 通过风险投资资金、私募资金的注资，快速实现新品牌的影响力传播和短期收益。 整个可行性研究报告主要采用了调查研究法、比较研究法、案例研究法和经 验总结法。调查中国证券市场中珠宝行业上市公司的研究报告和目标人群消费习 惯调研报告；通过比较国内市场中占据主流的竞争品牌，找出差异化的定位；最 终深度研究电商平台的饥饿营销成功案例，最终综合从业经验总结，得出吻合当 前市场的国际品牌打造可行性计划。 作为中国文化创意产业中极具发展潜力的细分行业，珠宝饰品代表着一个国家流 行时尚文化的话语权。通过本文的专项研究，将立足翡翠收藏价值和中国风原创 设计为行业差异卖点，以中华民族数千年崇玉文化为创新积淀，打造真正影响世 界流行文化的翡翠饰品品牌。 为快速占据空缺市场并完成口碑营销，品牌创立初期将借助风险投资资金、私募 资金的注资，并通过线下旗舰店配合线上电商渠道的 O2O 模式快速投入市场。 关键词，翡翠饰品，品牌打造，饥饿营销，明星效应，O2O，风投注资Abstract In 2013, Chinese per capita GDP is more than 6400 US Dollars; it exceeds American GDP level in 1975. According to the development of American jewelry industry in the 20th century, jewelry consumption will come into the high-growth period after GDP per capita beyond 6000 US dollars. Through analysis of Chinese market of outstanding international market, Hong Kong and Taiwan market, domestic jewelry Brands— such as Pandora jewelry 、 Famous tone 、 Corsair 、 Anubis Silverware 、 LOVE&LOVE, and study the preference of consumption behaviors of the post-85s, post-90s young people to explore and discover new creation opportunities on international brand of jade jewelry. Finally through the risk investment funds, private capital injection, rapidly achieve the influence spread and short-term profit on the new brand. The entire feasibility study report mainly uses four methods, investigation research, comparison research, case analysis research and experience summary. We mainly investigated the listed companies in the pearl industry in china’s securities market, focusing on the analysis reports of these listed companies and the investigation reports on the consumption habits of the target consumers. We hope to find out differentiated position by anglicizing the competitive brands that dominating the domestic market; in the end, we will make deeply analysis on the successful cases of hunger marketing in the e-business platform, and according experience summary, to create the feasible plan for international brand to match the current market. As the most prospective sector in china's cultural renovation industry, the pearl sector reflects a country's level and power in the international fashion and culture field. Through the specific research of this report, we will work out a jade brand that can really influence the internationalfashion and culture, based on the collective value of jade, the differentiated selling point of china style design, and the renovation on the basis of jade culture that has lasted for several thousand years in china. In order to occupy the vacant market and complete the WOM marketing, at initial stage of the brand establishment, through risk investment funds, private capital injection, and O2O mode fast launch on the market. Keywords: Jadeite jewelry, brand creation, Hunger marketing, Celebrity effect, Online to offline, Venture-capital injectionI 目录 第 1 章 引言 ..........................................................................................1 1.1 选题背景及意义.............................................. 1 1.1.1 选题背景................................................................................................................1 1.1.2 选题意义................................................................................................................1 1.2 文献综述.................................................... 2 1.3 研究方法.................................................... 3 1.4 报告结构.................................................... 3 第 2 章 珠宝饰品行业分析及翡翠饰品竞品研究..............................4 2.1 珠宝饰品行业分析............................................ 4 2.1.1 珠宝饰品市场现状................................................................................................4 2.1.2 珠宝饰品市场机会................................................................................................4 2.2 翡翠饰品在国内市场的竞品研究................................ 5 2.2.1 国际品牌代表研究................................................................................................5 2.2.2 港台品牌代表研究................................................................................................5 2.2.3 国内品牌代表重点研究........................................................................................6 2.2.4 翡翠饰品国际品牌打造的市场机会分析............................................................7 第 3 章 翡翠饰品国际化打造的项目定位..........................................8 3.1 基于市场竞争的定位研究...................................... 8 3.1.1 洞察目标受众需求,塑造抢占心智的品牌定位..................................................8 3.1.2 通过竞品 SWOT 分析确立差异化产品定位..........................................................9 3.2 基于国际化品牌打造的定位深化............................... 10 3.2.1 将中国传统文化植入翡翠饰品..........................................................................10 3.2.2 探讨翡翠饰品实现世界流行影响力的机会......................................................11 第 4 章 翡翠饰品产品系构建及定价................................................12 4.1 基于品牌定位、市场需求和国际经验的产品系构建............... 12 4.1.1 经典系列..............................................................................................................12 4.1.2 明星系列..............................................................................................................12 4.1.3 真爱系列..............................................................................................................13 4.1.4 珠宝系列..............................................................................................................13 4.1.5 定制系列..............................................................................................................14 4.2 满足品牌国际化路线和 O2O 模式的产品定价策略................. 14 4.2.1 成本定价的必要性分析......................................................................................14 4.2.2 撇脂定价的声望实现分析..................................................................................15 4.2.3 综合定价策略......................................................................................................15 第 5 章 翡翠饰品的盈利模式研究....................................................16 5.1 从珠宝饰品传统渠道销售形态中洞察机会....................... 16II 5.1.1 以标志性潮流旗舰店作为 O2O 线下体验粉丝聚集地......................................17 5.1.2 以天猫、自营 B2C 作为 O2O 线上展示发布平台..............................................17 5.2 融合明星跨界、饥饿营销、粉丝口碑营销的推广方式............. 18 5.2.1 翡翠饰品初创期最大化明星效应和粉丝营销..................................................18 5.2.2 基于互联网产品特征精准使用饥饿营销策略..................................................18 5.2.3 捆绑翡翠饰品品牌与最潮派对旗舰店的习惯认知..........................................20 5.3 翡翠饰品品牌实现国际化潮流影响力的延伸创想................. 20 5.3.1 品牌构建原创设计师厂牌..................................................................................20 5.3.2 品牌完成全产业链实现......................................................................................21 5.4 核心管理团队的经验保障..................................... 21 5.4.1 原料加工端的团队经验......................................................................................21 5.4.2 翡翠、银饰品设计团队优势..............................................................................21 5.4.3 品牌运营及营销推广团队优势..........................................................................21 5.4.4 电商推广团队优势..............................................................................................22 第 6 章 翡翠饰品融资核算及制定融资计划....................................22 6.1 品牌初创阶段的融资规模核算................................. 22 6.2 第一年投资回报率预测及第二轮融资规划....................... 25 第 7 章 打造翡翠饰品国际化品牌的意义........................................26 7.1 翡翠饰品对中国翡翠玉石行业的意义........................... 26 7.2 倡导中国设计全球化对中国文化创意产业的意义................. 27 致谢...........................................................................................................29