Overview And Marketing Of Luxury-Membership-based Marketing Model Of High-end Jewelry

Highly developed economies in the world today, luxury have been out from the palace in all its forms, came in front of consumers, and it become a consumer commodity gradually. With the social development and people's changing perceptions, concepts and categories of luxury have become more general, and the academic disciplines of luxury is distinct in different academia, at the same time, the scope of luxury goods from jewelry, watches etc. at first, extended to the real estate, sports and social activities and so on now. It come to its culture meaning, the Chinese and foreign scholars have gradually produced a new view, from the beginning thoughts of the "profligate waste and too much to enjoy," until now, has created a new concept of luxury. Finally, the truth proved that the luxury is the wealth of all mankind since ancient times.Recently, China's development is obvious to all, the luxury'market share worldwide in China also have a variety of versions of the analysis. All kinds of analysis have a big different, some data even doesn't comply with common sense, and ultimately don't have a uniform and satisfactory results of the study. But in general, the growth rate of the Chinese market share and the number of consumer groups is very alarming, and the market and consumers has played a vital role.In today's wide variety of luxury, the luxury jewelry as a major carrier, taking its natural attributes and the attributes of the luxury to do the analysis and comparison, we can easily find, in fact, jewelry is a luxury born. In particular, the high-end jewelry, it has all the main attributes of the luxury. By introducing the top world-renowned brands, such as Harry Winston, Cartier and Tiffany, we can realize the essence of jewelry when it is seen as the luxury.Since the birth of jewelry market, the sale of high-end jewelry has gradually developed many forms, there are shopping malls counter sales, store sales, franchise sales, trade marketing sales and so on. With the maturity of the world's jewelry market, the on line sales which based on electronic online business began to flourish, and the membership-based sales which has developed highly in foreign country's high-end jewelry sales have begun to rise slowly at home. It is as a best selling model of high-end jewelry, mainly through the business issued membership cards to specific consumer groups, and enables consumers to become a member, and every membership could enjoys the price discounts, services and so on. It gain benefits through the provision of services for members and the cultivation the loyalty of customers .The thesis discussed the basic principles of the high-end jewelry'membership-based sales, by its concept, features, functions, membership cards and the maintenance of members etc., and take the "Shenzhen TRéSOR jewelry" as an example to show membership-based jewelry company's operations in our country, and proposed some problems in the process of the operation.