本研究期以通过国内外珠宝品牌的元宇宙营销案例,探索珠宝品牌元宇宙营销现状,总结典型的元宇宙营销模式,得出珠宝品牌在元宇宙营销方面提升品牌价值和顾客转换率的方法启示,为珠宝产业的营销活性化做出贡献.研究表明,珠宝品牌的元宇宙营销应以相关技术与品牌文化作为支撑,大力提升品牌的核心竞争力.秉承"以人为本"的原则,通过顾客的元宇宙数据分析,找准目标受众,精准投放以顾客体验为中心的个性化服务.
一块珍贵的田黄,从原石到艺术珍品,凝集了能工巧匠高超的技艺和文化内涵.田黄雕刻艺术承载着历史,传承着中国优秀传统文化,在中国石文化中占有重要地位.本文以田黄艺术创作为主题,阐述田黄雕刻艺术中诸多表现形式,旨在弘扬田黄优秀的文化艺术.
The "Jade Sculpture Culture" represents a distinctive art culture formed by the continued development and continuous innovation and integration of jade sculpture techniques. Over recent years, against the backdrop of cultural confidence, the value of jade sculpture culture in the young audience market has progressively escalated, while its influence in the traditional craft, cultural field and modern culture IP industry has also progressively intensified. As a consequence, the ways to design an IP image for contemporary jade sculpture culture in line with its characteristics, and to reflect its development have emerged as significant issues. This paper concentrates on jade sculpture culture, in which the following four parts are undertaken. First and foremost, its historical heritage characteristics are generalized and summarized, followed by an analysis of its modernized expressions in various aspects in conjunction with examples. Secondly, the analysis of previous design studies and successful cases is performed to clarify the ideas and methods of IP anthropomorphic design and to justify them. Afterwards, a questionnaire is conducted to analyze the implementability of IP anthropomorphic image design for jade sculpture culture, as well as to furnish design directions for subsequent work. Lastly, in conjunction with the design practice, the jade sculpture culture is thoroughly excavated and refined, while its anthropomorphic image is designed to transform it into an IP, so as to energize the jade sculpture culture and the traditional jade sculpture industry with new vigor.
By summarizing the application status of blockchain technology in diamonds, colored gemstones, precious metals, alongside with their origin and digital identification certificates, and digital currency transactions in jewelry, the development trends and challenges are analyzed through it. It is conducive to enhancing consumer trust in the jewelry industry, helping companies identify business opportunities and risks, and increasing people’s confidence in the jewelry industry.
"Lover’s eye" jewelry is a kind of art that combines painting, jewelry, portraits and symbols. It was widely popular in Britain from the 18th century to the early 19th century. Although this kind of jewelry existed for a short time, it played an important role in the history of jewelry. This paper takes the "lover’s eye" jewelry as the research object, and studies the "lover’s eye" jewelry from four aspects: formation background, material characteristics, process characteristics and cultural value. "Lover’s eye" jewelry originated in France and was popular in the 18th century when British economy and technology developed rapidly. The materials of the painting part are mainly ivory, and the materials of the inlaid frame part mainly include metal, all kinds of gemstones, hair and other mementos. The production process generally includes ivory slicing, ivory processing, color painting and inlaying. "Lover’s eye" jewelry creates special visual value from the perspective of symbol and composition. The content of the "lover’s eye" eye jewelry integrates the artist’s emotion and personal experience, and conveys emotional value through "gazing". The unique design thinking of the "lover’s" eye jewelry shows a special way of communication between works and audience, which provides reference for contemporary jewelry design.
