TITLE:
Exploration and Innovation: Cultural Marketing for Jewelry Brands Research on Model Innovation
AUTHORS:
Xueli Zhang, Yarou Li, Yixin Zhong, Shuai Wang
KEYWORDS:
Cultural Marketing, Jewelry Industry, Marketing, Marketing Model
JOURNAL NAME:
Advances in Journalism and Communication,
Vol.12 No.2,
June
28,
2024
ABSTRACT: This paper discusses how jewelry brands can enhance their brand influence and market competitiveness through cultural marketing model innovation and strategic practice in today’s environment full of opportunities and challenges. It aims to help jewelry brands achieve sustainable commercial growth and brand value enhancement while delivering aesthetic enjoyment and emotional value, providing solid theoretical support and practical guidance for cultural marketing practice in the jewelry industry. This paper analyses the innovative strategies and practical effects of the four more mature jewelry brand cultural marketing modes: cultural transmission, personalized service, immersive experience and digital media. At the same time, it analyses the shortcomings and problems of the current cultural marketing of jewelry brands from the perspectives of cultural output, consumer experience, digital marketing and quality assurance. Finally, based on the above perspectives, it puts forward four suggestions for the innovation of jewelry brand cultural marketing mode: deepen the cultural connotation to achieve real cultural communication; attach importance to the connection between brand and consumer; make full use of digital achievements; and achieve consistency between product promise and experience.