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Volume 17 Issue 4
Jul.  2015
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BAO Deqing, ZHONG Jingyun, YAO Mengying. Inspiration of Target Marketing Strategy of Swiss Watch Brand for Jewelry Brand of China[J]. Journal of Gems & Gemmology, 2015, 17(4): 36-41.
Citation: BAO Deqing, ZHONG Jingyun, YAO Mengying. Inspiration of Target Marketing Strategy of Swiss Watch Brand for Jewelry Brand of China[J]. Journal of Gems & Gemmology, 2015, 17(4): 36-41.
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Inspiration of Target Marketing Strategy of Swiss Watch Brand for Jewelry Brand of China

  • 1. Gemmological Institute, China University of Geosciences, Wuhan 430074, China;

  • 2. Center for Jewelry Heritage and Innovation, China University of Geosciences, Wuhan 430074, China

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  • Received Date: April 09, 2015
    Graphical Abstract
    • Abstract
  • In this paper, the success stories of Swiss watch brand marketing in China are taken as the research sample. Through analyzing the establishment of brand image, the form of brand personality, the design concepts and the ideas of innovative design, the choose of right target market and the targeted promotion strategy, the authors reveal the reasons for the success of Swiss watches in luxury market of China. The analysis of target marketing strategy of Swiss watches will provide references for the jewelry brand construction of China.
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    • References (6)
  • [1]
    目标营销[EB/OL]. http://baike. haosou. com/ doc/ 6099971-6313081.html, 2013-06-18.
    [2]
    张辉.瑞士表在中国的营销:奢侈品喜好[EB/OL]. http://fashion.ifeng.com/602/200710/1016_1794_260402.shtml, 2007-10-16.
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    鞠江.我国钟表市场研究及企业营销战略[D].天津:天津大学,2006.
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    姜蓉.对于奢侈品的喜好人们没有太大差异——瑞士表(中国)市场营销案例[N].中国经营报,2003-04-07.
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    申易.中奢七夕献礼:雷达皓星系列 共你“星”心相映[EB/OL]. http://www.chinaluxus.com/20130805/284475.html, 2013-08-05.
    [6]
    欧米茄碟飞同轴男装表款[EB/OL]. http://www.omegawatches.cn/zh/collection/de-ville/de-ville/presentation/deville-gents-collection, 2013-12-04.
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