碩士 / 環球科技大學 / 中小企業經營策略管理研究所 / 102 / China's economic rise and reformation have improved people's incomes and mainland China have gradually become the main force of jade consumption. Regarding China’s jade market, the South of China has been focused on the wholesale market; the Central has been under the influence of Shanghai Market; the North is a gift market. This study aims to explore the marketing strategy of China’s jade industry with an emphasis on Shanghai Market. To be specific, this study is interested in the marketing strategies used by Shanghai jade experts to get a foothold in the competitive development of China’s Jade Industry.
This study uses qualitative research methods because this method is suitable for exploring the uniqueness and the meaning of the phenomena, which is in line with the purpose of this study. Besides, qualitative research looks into the subjective expression, produces rich and detailed information, and increases the understanding of the research topic. This study interviews five experts including jade standard setters and measurement specialists.
The research has the following findings: (1) the jade market is not standardized, full of false discounts, and even deceptive A, B, C grading of products mixed together. Most consumer lack of common sense lost enthusiasm for jade purchases. (2) Brand awareness is not strong. There are gaps in philosophy of management, scientific management and the spirit of innovation. Facing the new situation of economic globalization, most enterprises lack cooperation, coordination and competitiveness in international markets. (3) National Gemological Training Centre (NGTC) has sets standards of ‘Diamond Grading’, ‘Gem & Jewelry Names’ and, and ‘Gem & Jewelry Appraisal.’ NGTC has established the three basic standards to fight against fake jewelry and all of them are playing important roles in the development of jade industry in China.
| Identifer | oai:union.ndltd.org:TW/102TWIT0802016 |
| Date | January 2014 |
| Creators | Chien Chi-Liang, 簡吉樑 |
| Contributors | HSU WEN-CHIH, 許文志 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 92 |
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