| 摘要: | 珠寶長期以來被視為奢侈品的象徵，然而對高端消費族群而言，卻是品味、身分與文化的必要展現。本研究採用質性個案研究法，深入訪談深耕經營逾十七年的本土高端翡翠珠寶品牌——A公司，探討其如何在競爭激烈的市場中穩固立足。
本研究旨在剖析台灣高端珠寶業者，如何在全球品牌競逐與OMO(Online Merge Offline)通路融合趨勢下，運用行銷策略創造持續性的競爭優勢。內容涵蓋品牌定位、行銷組合(4P)、目標行銷(STP)與顧客關係管理(CRM)等面向，並結合理論探討與深度訪談進行實證分析。
本研究首先回顧台灣高端珠寶產業發展現況，運用Porter五力分析與產業生命週期理論評估產業結構，發現該產業雖進入成熟期，但仍具備高度品牌忠誠與文化價值。A公司藉由差異化策略，聚焦翡翠市場，結合創新設計與客製化服務，成功突破傳統銀樓的經營模式。進一步以SWOT分析盤點其內外部環境，提出SO、WO、ST與WT四類策略，強調未來應強化品牌故事、提升數位行銷力、深化精緻服務體驗並布局國際市場。研究結果可作為高端珠寶品牌擬定行銷策略之參考，亦對奢侈品創業者及相關業者提供實務啟示與未來發展方向。
綜合而言，本研究不僅呈現A公司如何憑藉專業經營與市場敏銳度在高端珠寶產業中脫穎而出，更驗證品牌差異化與顧客關係經營對於建立長期競爭優勢的重要性。未來高端珠寶業者若能掌握數位轉型契機與文化價值行銷，將更具全球市場擴展潛力。
;Jewelry has long been regarded as a symbol of luxury; however, for high-end consumers, it represents not only taste and identity but also a vital expression of cultural value. This study adopts a qualitative case study approach and conducts in-depth interviews with Company A, a local premium jade jewelry brand with over seventeen years of experience, to explore how it maintains a stable foothold in a highly competitive market.
The purpose of this study is to analyze how high-end jewelry enterprises in Taiwan develop sustainable competitive advantages through marketing strategies amidst intense global brand competition and the trend of Online Merge Offline(OMO) integration. The research focuses on key dimensions such as brand positioning, marketing mix(4P), target marketing(STP), and customer relationship management(CRM), and combines theoretical discussion with empirical insights.
The study begins by reviewing the current state of Taiwan’s high-end jewelry industry, applying Porter’s Five Forces and industry life cycle theory to evaluate the market structure. Although the industry has entered a maturity stage, it still demonstrates strong brand loyalty and cultural value. Company A has successfully differentiated itself by focusing on the jadeite niche, incorporating innovative design and customized services, thereby breaking away from traditional jewelry store models. A SWOT analysis is further employed to assess the internal and external environments, from which SO, WO, ST, and WT strategies are developed. The findings suggest that Company A should continue strengthening its brand narrative, enhancing digital marketing capabilities, deepening premium service experiences, and planning for international expansion.
Overall, this study illustrates how Company A leverages professional management and market acuity to stand out in the luxury jewelry sector. It further verifies the importance of brand differentiation and customer relationship management in building long-term competitive advantage. Future high-end jewelry enterprises that embrace digital transformation and cultural value marketing will possess greater potential for global market expansion. |
