The topic is unlimited, as long as the jewelry marketing is 3000 words or more
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The topic is unlimited, as long as the jewelry marketing is 3000 words or more
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Marketing always means to increase sales by meeting consumer needs. What should be done is to find competition advantages, such as scientific and technological innovation, expanding resource channels, and enhancing competition barriers. The basic concepts of marketing have always been the case over the years. However, this is not to say that our marketing guidance principles are unchanged. In fact, we often need to change. The strongest voice of changing the concept of traditional marketing comes from books and articles that add various terms before the word "marketing". "Relationship Marketing", "Customer Loyalty Marketing", "One -on -one Marketing", "Database Marketing", "Experience Marketing" and other "-Taishes". Most such vocabulary expresses an interesting concept, but it is not sufficient for distinguishing the concept of traditional marketing. Maybe there is only one exception, that is "integrated marketing". ◆ The most important theme of the three themes of integrated marketing "integrated marketing" is about whether the target market is more targeted. Marketing is not for most people who consume, but a small number of people who customize consumption. The practice of "tailoring" to maximize the goals that meet consumer needs. However, "quantity tailoring" is easily considered "a unique product for each individual consumers", which has ignored other demands of the product brand and affects the brand's cognition and sharing by other people. It can be said that "quantity tailoring" is incomplete and is not the most ideal marketing method. The goal we should set is: the most optimized response to consumers' demand and minimize energy waste. Only in this sense can we get the ideal marketing philosophy: marketing requires comprehensive consideration of more target consumer needs. Another valuable theme is that comprehensive marketing should be related to consumers itself, that is, it is necessary to comprehensively observe consumers. A consumer is not just a person who buys our products (such as jeans) at a certain time, and the concept of consumers is more complicated. The same consumers who buy jeans are likely to buy other clothes to match jeans, which is often happening. Therefore, observing consumers will create more opportunities at multiple angles, so that consumers are not "one -time purchase" or repeatedly buy the same product. We can also take into account the "cross -bank sales" and "upstream sales" of the system. This element is effective for all angles of consumer behavior. Marketing needs to comprehensively consider other angles of consumer behavior in each time. The third theme is -integrated marketing must take into account how to communicate with consumers. There are more "contact points" or "contact points" between consumers and brands, which are not relying on media propaganda. Consumers have a deeper understanding of the product when using the product, when they open the packaging to see the product, and the sales phone call is a kind of communication. Talking between consumers also produces "virus transmission" sales opportunities. ◆ The clever complementation of traditional marketing will take a look at the traditional marketing concept. For many years, in the concept of traditional marketing, first of all, marketing is a business function, "marketing is the work of everyone." These behaviors are guided by a strategic marketing plan, and this strategy is closely related to the marketing strategy of enterprises. In the past, marketing research often provides consumer demand information, because this is related to the types of products of the company. The characteristics of the product should meet the needs of consumers to the greatest extent. To some extent, this can achieve higher benefits or value, and if you can get higher levels of satisfaction through advertising means. Traditional marketing concepts, even if they are well implemented, sometimes encounter difficulties. In addition to focusing on marketing surveys and in -depth analysis of interests, traditional concepts still pay attention to the existence of the product itself, and the positioning of competitive products is very similar. This feels to consumers that many products can meet their needs, and those efforts made for marketing seem to be too exaggerated. In order to maximize the possible market, such products in a market segment can often serve many people. In this way, product positioning becomes too ordinary and abstract, and competitive products become similar. To make matters worse, it is very difficult to targeting the goal of many segments. Even if different market segments have different positioning, it is very troublesome to operate through segmented marketing projects. Aside from the shortcomings of the above, when the "marketing hybrid ensemble" reaches a higher level, the traditional marketing philosophy will run well. However, marketing in non -promotional areas is difficult to coordinate, and this kind of thing often happens. When the company ignores the function of research and plan, "Entry" has also become a problem. Some companies try to put aside research plans, or even worse are jumping directly to "marketing mixed" from research. This is very wrong.
There are two main systems of jewelry design education in my country, one is ordinary higher education, and the other is higher vocational education. Wang Lei, a teacher at the Weihai Branch of Shandong University, believes that it is necessary to clarify that the training goals targeted at different teaching stages are different.
Harvard design [design.icxo]: Wang Lei, for example, said that like Chinese University of Geosciences, Tsinghua University Academy of Fine Arts, Beijing Academy of Fine Arts, Central Academy of Fine Arts Design Studio, etc. Cultivation and artistic creation, focusing on emotional expression, is a leading college education. In this educational model, it focuses on cultivating open design thinking and good hands -on ability. Whether thinking is enough to be open enough and whether you can innovate is the key to the growth of students into designers. For higher vocational education, students will require students to cultivate their hands -on ability, and at the same time require students to fully understand the process of jewelry to become commodities and specific operations in all links in the process.
Wang Lei admits that students who learn jewelry design should not just consume the professional knowledge of jewelry simply, but also have the ability to understand themselves and plan themselves. It is such a comprehensive ability that belongs to its own brand.
This teaching mode of mentor and technician is worth promoting
Wang Lei thinks that he is very fortunate to be able to conduct comprehensive training for students under the dual -track system of the mentor and technician system under the dual -track system of the mentor and technician. School learning. In the process of teaching, Wang Lei more and more believe that this teaching model is very meaningful to students. Wang Lei said: "Really combine theoretical and practical operations. A complete studio system is first of all consciousness, and the second is the opening of production. What students think are under the guidance of the instructor, and the technician will be guided by the technician to guide What problems encountered in the process of production and production are solved by students and technicians. This can effectively achieve phased research goals. "
The example:" For example, at a certain stage, I'm here to study the innovative decoration parts. The traditional ring is worn on my hand. Can I change its shape and make it wider and more functions. After that, the designed works should be made by yourself under the leadership of professional technicians. After a few years of planned systematic education, although the degree of proficient workers, students' production technology and design thinking can be At the same time, it is improved. For designers with strong hands -on ability, open thinking, and their own characteristics, this is very helpful. "But Wang Lei also believes Energy is prone to students who do not learn art.
The high -level talent training should pay attention to technical issues
Wang Lei introduced that at present, domestic jewelry design majors have developed elite education such as graduate students and doctors. In these education, it is mainly about theoretical research on jewelry history, Chinese and foreign jewelry comparison, etc. In fact, it should also be studied for technical problems encountered in enterprise operations. There are corresponding teaching branches to study.
Wang Lei believes that at the graduate stage, there will be some students who study engineering in engineering admitted to jewelry design majors. This kind of cross -disciplinary students can use their own specialties, such as the use of the metal craftsmanship of jewelry. The participation of chemical supplies in the performance of jewelry works, these students can play technically. After these students enter the enterprise, they may also solve some technical problems for the enterprise. rnrn 王磊说：“首饰设计教学必须在技术研究和技术创新上有所突破。”通过对西方现代首饰设计，特别是知名的珠宝首饰设计大家的研究，王磊发现，技术The proportion of the entire jewelry design system is very large. Many art jewelry designers, their artistic style is achieved by one and two unique technologies developed by themselves.
It in foreign jewelry markets, technical use is quite wide. There are many well -known jewelry artists who rely on a certain production process to support the characteristics of their products, making it difficult for others to imitate. For example, Wang Lei said that the use of Damascus Iron and Steel is a strange technology in metal craftsmanship, which is used to call it "Mokume Gane". Because the process is complex and the finished product rate is low, if there is a slight impurities between the metal layer, the work can be abandoned before the work. There is basically no domestic jewelry design field. But in foreign companies, they use these processes to the extreme and even as the sign of their own corporate image. In their products, it reflects the different use of these processes, so that people will immediately know which corporate brand this is when they see this special process.
Wang Lei bluntly stated that at the jewelry professional stage of domestic colleges, schools should focus more on technology training, especially students know what technical problems they are facing the current jewelry companies. The various performances of technology in the production of jewelry, and make up for the regrets of enterprise research and development through technological innovation. Since this, the level of training of jewelry design professional talents will be more obvious and talents are more professional.