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随着消费水平的提高,人们对品牌的忠诚度已不在于价格,而在于品牌本身的价值。人们购买珠宝时更看重珠宝的品牌和品牌本身所具有的文化内涵。在珠宝行业的终端角逐中,各种促销活动的效果越来越弱,一味的打折、让利,使终端的行销变得被动,甚至陷入桎梏。如此激烈的竞争与残忍的淘汰制度,使得众多业者纷纷调转枪头,将目光聚焦服务与文化,力求提升产品附加值以期满足消费者日益提升的物质、精神双重追求。
With the improvement of the level of consumption, people’s brand loyalty is no longer the price, but the brand’s value. When people buy jewelry more valued jewelry brand and brand itself has the cultural connotation. In the jewelry industry competition in the terminal, a variety of promotional activities more and more weak, blindly discount, none other, so that the terminal’s marketing become passive, or even fall into shame. Such fierce competition and cruel elimination system, so that many businesses have turned their guns, will focus on services and culture, and strive to enhance the added value of products in order to meet the ever-increasing consumer material and spiritual pursuit of both.