传统珠宝与时尚珠宝行业发展研究--Essay代写范文

Essay代写范文:“传统珠宝与时尚珠宝行业发展研究”，这篇论文主要描述的是随着世界经济的发展，人类的生活水平迅速提高到了相当高的水平.。因此，越来越多的人开始关注珠宝饰品。例如，在一些大的聚会，人们喜欢穿不同品牌的首饰去参加晚会变得更漂亮。这是一个普遍的现象，穿着时尚首饰和传统首饰。然而，有着独立设计师的时尚首饰与传统首饰有许多不同之处。传统首饰已经流行很长一段时间。如今，在营销定位的发展已经在很大程度上，有必要运用管理学知识，深入研究珠宝首饰，更好地了解珠宝首饰，造福现代企业。

The development and market positioning
1.1 Background and Context
Jewelry is a kind of tiny item which can be worn by people to decorate themselves, such as earrings, brooches and bracelets. It can be used to attach to people’s body or the clothing(Chapman, 2007). The basic styles of jewelry can be different according to the cultures, and they are always living for quite a long period of time. In the cultures of European, the most popular styles of jewelry have been listed above since the times in the ancient. In the history, the most important effects on jewelry have come from the countries in Asia(Treister, 2004).
Currently, with the development of the world economy, the living standard of human beings has improved quickly to a comparatively high level. Therefore, more and more people begin to pay much attention on the jewelry ornament. For instance, in some big parties, people like to wear diverse brands of jewelry to take part in the party to become more beautiful(Treister, 2004). It is a common phenomenon of wearing fashion jewelry and traditional jewelry. However, there are many differences between the independent designers’ fashion jewelry and the traditional jewelry. In a long time, the traditional jewelry has been popular(Morris, 1999). Nowadays, the development and the marketing positioning have changed to a great degree(Chapman, 2007). It is necessary to employ the management knowledge to study the jewelry to understand the jewelry more deeply to benefit the modern companies.
1.2 Problem Statement
In the first place, the research aims to analyze the development of fashion and traditional jewelry. There is a small possibility to get the latest marketing data of the jewelry companies. However, this research is going to employ the dependable materials, such as journals, reports, and other reliable books to study the development and the marketing positioning of the independent designers’ fashion jewelry and the traditional jewelry(Treister, 2004). Thus, this kind of issue can be solved in a comparatively easy way.
In the study, the researcher will analyze the jewelry in Sweden, which has a wide market of jewelry. It is hard for the researcher to obtain the complete data of the jewelry in Sweden(Chapman, 2007). However, the researchers in Sweden can get some simple data from the Internet and the social media, due to they will launchcooperation with the media, so this matter may be solved in the near future.
This study will use some examples to analyze the topic. However, it is hard for the researcher to get the information of the independent designers of the fashion jewelry in the past. Therefore, the research may be limited to the recent fashion jewelry, but the traditional jewelry will be enough to analyze the topic.
1.3Research Questions
1. How does the independent designers’ fashion jewellery brand develop itself in the modern world?
2. Why could the jewelry be popular for such a long time from the ancient times to modern times?
3. What is the marketing positioning of the fashion jewelry brand and traditional jewelry brand?
4. What are the differences between the fashion jewelry brand and traditional jewelry brand?
1.4 Literature Review
The Jewelry market
Based on a study in the year of 1007, the biggest market of jewelry is the USA with about 31% share of the market. China, India and the Middle East each have a market share of 8.5%(Sherrard, 1972). The researcher of this study think a big change will happen in the market share around the year of 2015, when the USA’s market share will decrease to 26%, and the market share of China and India will grow to 14%. The market share of the Middle East will continue to be around 10%(Chapman, 2007). However, the market shares of Japan and the Europe will be less than 5%. The above data is only the prediction on the jewelry market in 2015. The future development of the jewelry industry is not sure. Therefore, the prediction may also not come true in the near future.
Nowadays, many modern companies of jewelry keep producing and selling the traditional jewelry styles. However, the jewelry designers have also enlarged the scope of the wearable art(Morris, 1999). More and more new materials begin to be used in the designing of fashion jewelry brand and the traditional jewelry brand. The employment of new materials has contributed to the improved diversity of jewelry in forms and styles(Sherrard, 1972). There are also some other advances in the jewelry. For instance, the technique of harvesting pearl by hand is a great development. The quality of the artificial gemstones has also been improved by the progression of the technology(Morris, 1999). The development of the jewelry benefits from technology to a great extent. Without the development of the technology, it may be impossible for the jewelry business to become so prosperous in recent years.
Independent designers pursue the traditional trade’s alternatives
It becomes much harder for most independent jewelry designers to reach the customers through the traditional retail setting(Sherrard, 1972). The most important issue is that just a small number of retailers who have the independent brand names would like to pay in advance based on the conventional rules, which means the retailer has to pay for the whole products without considering whether all the jewelry could be sold at last.
Therefore, it is necessary for the independent designers to think up ways to get rid of this kind of unpleasant conditions(Sherrard, 1972). The designers of jewelry should shoulder the whole cost of the huge stock which has been given to the retailer.
Also, the traditional retailers did not find the skilled designers and have overlooked them, just because the retailers have not planned to set a long record of trading. The market positioning of the independent designers’ jewelry brand is in common customers, and the jewelry is always sold by retailers. In some instances, most of the sales price is obtained by the retailers, and sometimes it may be challenging the payment terms of them, no matter the line of the product is successful or not.It is not enough to attract the customers to buy and store the jewelry just by designing pretty products. The consumers also pay much attention on the pleasing design of the jewelry.
For example, Wolf & Badger has branches in Dover Street in Mayfair and Notting Hill. It also has an online trading website. This company owns a large range of designers, such as Ikuria and Tina Zafari. This company offers promising jewelry designers the chances to retail to the buyers directly for about £260 every month, and every brand get the complete retailing price for all the products that have been sold out.
As is well known to all, the position of the fashion houses and the international jewelry brands is very strong to discuss the attracting payment conditions with the jewelry retailers. The young brands, such as the independent designers’ jewelry brands, need to grasp every chance to realize the goal of promoting their own brands.
More and more independent designers of fashion jewelry are not willing to allow their products to be taken on a consignment basis. Thus, they are not only using the alternative styles of distribution, but they are also seeking other alternatives to traditional wholesale(Georges,1987).They are making eponymous sites online, establishing their own independent shops or displaying at special jewelry exhibitions. Other designers, instead, choose to decrease the wholesale offering to a great degree, changing the attention to work on a basis of the commission(Georges,1987).
The retailer and the designer begin to gradually retreat from the traditional marketing, because they are driven by the aim for the quick profits and fast sales. They are not willing to tie the money up in the inventory with high price. The jewelry retailers become more and more reluctant to take risks(Georges,1987). This kind of trend begins to combine with the lower price costume and the less precious jewelry. Also, the famous or big brands have been compounded with this trend (McCreight, 1997). Thus, the space has been limited by this trend. Consequently, the independent designers of the fashion jewelry brand are squeezed out gradually of the field. To start up a jewelry business, the boss has to invest lots of money to get the work done (McCreight, 1997).
The consumers have a healthy appetite on the jewels and materials with high price, which is matched by the design instead of only on the price of materials(Holland,1999).
MsPoklewskiKoziell is an independent designer, and she thinks that she should seek some methods to compete with the big brands. This is her new plan to improve the independent fine jewelry design. In order to adapt to the new trend of the modern market, the designers have to change and seek for new ways to improve themselves to realize their goals. It is not easy to become a big brand in the jewelry business. However, some methods can be used to make the dream come true.
1.5 Aim
The purpose of this study is to do the research on the development and market positioning of the independent designers’ fashion jewelry brand and the traditional jewelry brand. In order to investigate the differences between them, the researchers will study them in detail to compare the dissimilarities. Through this study, the jewelry companies and the independent designers can know more clearly on the jewelry business. Thus, they will employ more useful and more appropriate ways to manage the business in the near future.
1.6 Research Objectives
1. Understand the development of the independent designers’ fashion jewellery brand more clearly.
2. Understand the reasons of the popularity of the jewelry business.
3. Find out the differences between the fashion and conventional jewelry brand to seek ways to manage the jewelry business much better and more effectively.
1.7 Research Methodology
Positivism:
Positivism is a kind of method to do research based on the objectives. The people who do this kind of study are independent from the things being investigated.
The researchers can study and observe the circumstances of the process to produce more dependable data. It is necessary for the researchers to make a study plan to gather the data together(Packard,2002). The theories that have existed can be improved. The predictions should be tested. The hypothesis can be confirmed or refuted to some degree or totally. Theories will be postulated to lead the next step of the study and further research(Holland,1999). The research will be done step by step to reach the goal and to obtain a pleasant result.
It is an important method to find out the happening matters, to pursue the new ideas, to put forward some questions and to value the phenomena with a new light(Katherine, 2000). It is quite helpful to know the issue more clearly, and to seek reasons for the matter(Packard,2002). To find out and offer an understanding on two or more phenomenon is a key point for the exploratory study(Holland,1999). Three methods can be employed to conduct the exploratory researches, which are the study on literature, interviewing the subjects’ experts and perform interviews on the focus group(Packard,2002).
Phenomenology:
Phenomenology is a kind of new science on the phenomena. This kind of study depends on the experience, the knowledge of individuals and the subjectivity. Then it will collect the information to confirm the phenomena(Pliny,2006).
This kind of research will not explain the behavior, while it will offer a description on the behavior(Pliny,2006). The preconceptions and the hypotheses will not be used in this kind of study. The interview to make a much deeper interview is not formal at all(Katherine, 2000). The researchers will study a more general field in this study. The questions will not be listed in advance to be employed through the interview(Pliny,2006). The researchers should have a much clearer viewpoint on the interview’s scope. The interviewee will be provided the chance to talk on the subject field.
1.8 Original Contribution
This research will study independent designers’ fashion jewellery brand and traditional jewelry brand. The material and data in this study will be collected from the jewelrycompanies and the related departments of the government, and the data will be based on the fact. This research may contribute to the development of the jewelryindustry in the near future by analyzing the main characters which affects the design andmarketing of it. The results of this research may become an instruction on the designers’ fashion jewellery brand and traditional jewelry brand.
1.9 Reference
Chapman, M.R.,2007, Global Jewelry Consumption,Gems and Gemology,Monthly Review Press, NewYork.
Duby Georges,1987,A History of Private Life,Heine- mann Press, London.
Holland,1999,The Kingfisher History Encyclopedia,Butterworth-Heinemann, Oxford.
Katherine, 2000, Maharajas Jewels, Harry N. Adams ,New York.
Morris, 1999,Body Guards: Protective Amulets and Charms,MCGRAW-HILL Education Limited,London.
McCreight, 1997, Jewelry:  Fundamentals of Metalsmithing, Stanford University Press, CA.
Pliny,2006,The Natural History of Metals Online at the Perseus Project, Company and Securities Press, London.
Packard, M., 2002,‘Ripley's Believe it or not’,Scholastic Inc., vol. 8, no. 2, pp. 117-131.
Sherrard, 1972,‘Great Ages of Man: Byzantium’,Time-Life International, , vol. 4, no. 3, pp. 255-277.
Treister, 2004, Polychrome Necklaces from the Late Hellenistic Period, Monthly Review Press, NewYork.

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