세라믹 주얼리 시장 확대 방안 연구

Abstract

Today, costume jewelry is playing its role as a medium that enables one's self-expression. Costume jewelry use ingredients other than precious metals for reasonable pricing and trendy designs. Ceramic jewelry is cost effective, and can be made into various texture and color. Also, it has many advantages as it is eco-friendly, maintains its gloss and shape for a long time and chemically stable. Thus it has become a highly popular type of jewelry. As for the domestic ceramic jewelry, the industry has expanded from design R&D to brand development with introduction to various brands, and other jewelry designer brands are launching new collections using ceramic. This indicates the acknowledgement of ceramic as a jewelry material, and also optimisation of ceramic's strong point. However, the consumer's value recognition on ceramic jewelry is still low and the research about the circulation and marketing of ceramic jewelry is still very inefficient. In accordance with changes in fashion consumption trend and expansion of online market, the offline focused sales is transferring to online sales based on various online platforms. The main goal of platform is to connect users, and create values such as product and service. Also, various types of platforms satisfy needs of consumers with many interesting contents, and shows off distinctiveness through each platform strategy. This study selected 5 top platforms with ceramic jewelry brand shops and platforms that have domestic brands shops to analyze the characteristics of each brand. Based on the analysis, this study suggested online platform strategy that suits each ceramic jewelry brand, and also examined the path of each brand to establish popularity by analyzing the ceramic jewelry design trend that fits the modern fashion trend.