A Study of Fine Jewelry Business Strategy—A Case Study of P Company

碩士 === 國立臺北科技大學 === 經營管理系EMBA泰國境外專班 === 105 === Wearing jewelry and accessory has become one of the majority wat to express one’s identity. From heavy thick chains to neat and fine earrings, jewelry can be seemed in today’s society in various forms. Cartier and Tiffany are two that have great resour...

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Bibliographic Details
Main Authors: Chang ,Yi-Wen, 張譯文
Other Authors: Tung-Lai Hu
Format: Others
Language:zh-TW
Published: 2017
Online Access:http://ndltd.ncl.edu.tw/handle/bc3854
Description
Summary:碩士 === 國立臺北科技大學 === 經營管理系EMBA泰國境外專班 === 105 === Wearing jewelry and accessory has become one of the majority wat to express one’s identity. From heavy thick chains to neat and fine earrings, jewelry can be seemed in today’s society in various forms. Cartier and Tiffany are two that have great resources in brand history. Therefore, it is not surprised to see both of them utlize their rich history to buld brand identities. In early twentieth century, we also found Channel using stories of its founder – Ms. Channel to express brand values. Recently, raise of Pandora surprised us. Without rich in history nor founder legacies, Pandora quickly raised up as one of the major brand which has over 8100 sale points. This study will explore current market situation of fine jewelry industry, pinpointing current trends. Then this study will goes on to explore 4 famous jewelry identity’s strategy through interviewing and case studying. Eventually, we hope to find out key success factors that can help current jewelry players shape their strategy and gain success in their arena.