The Interactive Ritual Chain Of Pandora Jewelry Brand Marketing Under The Sharing Economy

In 2015,due to the impact of the global economic recession,the consumption demand of the jewelry industry was weak,and the market turnover of Tiffany,Cartier,Van Cleef&Arpels and other major luxury jewelry brands declined to varying degrees.Pandora jewelry has indeed been on the rise against the backdrop of weak consumption,and its sales have bucked the trend,selling more than 100 million pieces of jewelry in 2015.The year saw double-digit sales growth in all markets,including 58.5 per cent in the Asia-pacific region,making it the industry’s sales miracle.With the development of the Internet and the rapid rise of the new economic model to share economy,Pandora jewelry continuously improve their own perfect marketing system and strategy,adhering to the"personalize" your own jewelry brand concept,deeply analyze the consumer demand for fashion and personality,on the basis of retain the title to the jewelry design,the assignment of the right to act the role owing to is tasted collocation combination to the customers,provide consumers with DIY platform,giving consumers the initiative,emphasis on consumer engagement,thus by maximizing use value of ornaments and realizing the mutual benefit between brands and consumers.Then,based on this successful marketing,the author tries to explore what changes have taken place in the sharing mode of Pandora jewelry under the background of the development of sharing economy.How Pandora jewelry brand grasps the psychological needs of consumers and encourages consumers to actively participate in the collocation and combination of accessories;How should we understand the marketing phenomenon of "a deep like the sea into the pan door,one after another to buy";Pandora jewelry how to build interactive ceremony in brand marketing and other issues.This article uses Randall Collins’s Interactive Ritual Chain Theory research results,combined with share economic development situation,to explore the Pandora jewelry brand marketing.The study found that Pandora jewelry in collocation ornaments design meet consumers independent design of consumption experience at the same time,using different types of issues and symbol,create various interactive field of appealing to emotional expression,with the help of emotional expression attract consumers sharing emotions and emotional appeal,in the common concerns and emotions under the influence of joint core mechanism,build a Pandora jewelry unique marketing chain interaction ritual.