럭셔리 주얼리 브랜드의 마케팅 믹스 전략 분석

Abstract

As the social economy develops, people are increasingly pursuing luxury products that show their dignity and status. Luxury jewelry brands are actively utilizing various multi-party marketing that gives emotional value to brands and products to give more luxury value to products and brands. This study first identifies the concepts of luxury brands and design mix. Second, we understand the recognition and preference of Koreans for luxury jewelry brands. Third, we compare and analyze mixed marketing strategies of three luxury jewelry brands. Fourth, the purpose of the analysis is to provide reference to marketing strategies to improve the value of other jewelry brands. The research scope was selected as the top three traditional luxury jewelry brands according to brand preference in the Korean jewelry market in 2018. As a research method, firstly the concept and characteristics of luxury brands are considered through prior research. Second, the results of the survey on the brand contact platform and the awareness of luxury jewelry brands were derived through the Wolgok Jewelry Industry Research Institute hompage Third, through empirical case analysis, the marketing mix of luxury jewelry brand was compared comprehensively. In the development of jewelry brands, sophisticated crafts and creative designs are important, but investments in image marketing and PPL marketing strategies that can increase brand awareness and sales volume are also needed. It is also very important to combine marketing strategies with advanced digital technologies and actively induce consumer consumption.