Research On Brand Value Of Jewelry Enterprises Under The Background Of New Media

In recent years,with the rapid spread of the Internet and digital technology,a number of new forms of media appear.Different from the newspaper,radio and television,which are the representatives of the traditional media and featured with one-way spread,limited scope and fixed content,the new media is "all spread to all".As a result of high speed of the information dissemination,wide range of the diffusion and strong autonomy of the choice,the new media has become the main way for people to gain information in the current Information Age.The widespread use of new media has brought not only convenience to the brand promotion,but also new challenges of business marketing.On the one hand,the new media has fast speed in the information dissemination and resources access,so that enterprises can quickly fix on the target audience to launch the ad and occupy the consumer market.On the other hand,there are many forms of the new media and the dissemination of information is huge,so the user type is dispersed with low concentration.So how to conduct new media marketing in order to obtain the continued concern of potential consumers and then establish customer loyalty has become an urgent problem need to be solved for firms.Therefore,the study to enhance the brand value under the background of the new media is significant for the firms.With the widespread use of information technology,new media,as a new information communication tool,has great influence on marketing.In addition to the impact on the basic industry,how new media can play a role in the high-end consumer sector,such as jewelry,has gradually been in a hot topic among experts and scholars.So this paper selects the jewelry industry as the research object to conduct the following research:Firstly,around the "brand value",on the theoretical basis of Stackelberg Leadership Model and the Prisoner’s Dilemma model,we analyze whether companies should take advantage of new media to create brand value.Secondly,this article describes the overall environment of the jewelry industry with the help of Structure-Conduct-Performance paradigm in industry analysis and Michael Porter’s Five Forces Model from management filed.Finally,we put forward a case which details the application of new media in one representative jewelry enterprises.After the case study,this essay demonstrates that how new media influences the promotion of jewelry enterprises’ brand value,from the perspectives of product,user experience,and brand image.We conclude that new media not only provides important and convenient platforms for the marketing activities and diversify its’ forms,but also helps to pass more accurate information to the target audience than ever.Different ways of new media marketing all have effect on enterprises,in some degree,to enhance brand value,expand market share and consolidate brand market position of jewelry enterprises.On the basis of the foregoing,this article put forward concrete suggestions from three aspects respectively:the brand positioning,brand deepening and brand extension,helping jewelry enterprise to make more reasonable use choices of new media marketing to enhance brand value,so as to realize the goal of long-term development.