赵沛腾 奢侈品品牌管理 硕士预科

奢侈品牌不仅仅是高质产品的代表，它们传递的是一种文化、一种态度和一种生活方式。我渴望深入理解这些品牌背后的故事，学习如何维护其独特性和高端形象，同时吸引并保持忠实客户群。

我的研究聚焦于中国珠宝市场，在预科期间，我展开了《中国中小型珠宝卖家类型调研》、《丹麦银器Georg Jensen 乔治·贾森（Georg Jensen）的中国的市场现状》、《中国目前红蓝宝石收藏与投资产业现状》这三个主题的研究。《中国中小型珠宝卖家类型调研》对比了国内不同规模的珠宝商家的运营方式包括产品类型、价位、消费群等；《中国目前红蓝宝石收藏与投资产业现状》调研关注于300,000人民币左右的宝石消费群体，收集了相关信息包括现代宝石收藏产业的历史和趋势分析、网络线上、线下宝石交易的现状，以及对于买家和卖家的采访。

乔治·贾森是来自丹麦的首饰品牌，也推出了银质餐具产品线，有着悠久的历史和良好的口碑，但在中国知名度较低且银器更为出名。就此现象我展开了对该品牌的调研：品牌在中国媒体的宣传更注重银器产品；对比同位品牌tiffany的其宣传手段较为单调。但乔治·贾森依然有继续扩展愿望。对此我的建议是开发一些迎合中国市场的设计款式；设立线下店或线下的体验空间，加深大众对品牌的影响，提高各产品的曝光率，线下空间也更方便客户直接感受或试用产品。在品牌宣传上加强品牌文化的营销以此吸引更多客户。

ZHAO Peiteng

Luxury Brand Management 

Luxury brands embody more than just superior products; they signify a distinct culture, attitude, and lifestyle. I am keen to delve into the narratives surrounding these brands to understand how they uphold their exclusivity and premium status, all while captivating and retaining a devoted clientele.

My research focuses on the Chinese jewelry market. During my Pre-Master stage, I conducted three research projects: one on the various types of small to medium-scale jewelry sellers in China, another on the market of Danish silverware brand Georg Jensen in China, and a third on the current status of China's ruby and sapphire collector and investment industry.

In the first project, I compared how Chinese jewelry sellers of different scales operate their businesses, including their product types, price ranges, and customer demographics. In the second project, I surveyed gemstone customers with a budget of approximately CNY 300,000. I collected information on the background history and trends of the gemstone market in China from the modern age, as well as the current status of gemstone trading both online and in physical stores, through interviews with buyers and sellers.

Georg Jensen, a Danish jewelry brand renowned for its long history and sterling reputation, has primarily gained recognition in China for its silver tableware products. In contrast to its global stature, its influence in China remains relatively modest. Through my research, I examined the brand's marketing strategies in the Chinese market, which predominantly emphasized its silverware line. Unlike Tiffany, a comparable brand with broader marketing approaches, Georg Jensen's efforts appeared somewhat repetitive.