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| Title: | 珠寶品牌在台之策略行銷4C分析－以C公司為例
Strategic Marketing 4C Analysis of a Jewelry Brand in Taiwan: A Case Study of Company C |
| Authors: | 劉鑫定
Liu, Hsin-Ting |
| Contributors: | 巫立宇
王俊如
Wu, Lei-Yu
Wang, Chun-Ju
劉鑫定
Liu, Hsin-Ting |
| Keywords: | 精品業
品牌珠寶
策略行銷4C
顧客關係管理
Luxury industry
Branded jewelry
Strategic Marketing 4C Analysis
Customer Relationship Management |
| Date: | 2025 |
| Issue Date: | 2025-09-01 15:14:03 (UTC+8) |
| Abstract: | 隨著高資產族群消費力的成長與永續意識的興起，高級珠寶市場持續展現出強勁的發展動能。面對消費者近年來對於品牌價值、設計美學與社會責任的高度敏感，高級珠寶品牌需透過策略行銷手段，重塑其與顧客間的連結。C公司作為一家源自瑞士、擁有百年歷史的高級鐘錶與珠寶品牌，長期致力於透過精湛工藝與品牌歷史強化市場定位，其在台灣市場的行銷策略亦展現出高度的在地化與策略靈活性。
本研究以C公司在台灣市場之行銷實務為個案，運用策略行銷4C架構（外顯單位效益成本、資訊搜尋成本、道德危機成本與專屬陷入成本）進行分析，輔以文獻分析與半結構式訪談資料交叉驗證，深入探討C公司如何降低顧客感知成本、強化品牌信任機制並創造情感專屬資產。
本研究指出，C公司在台灣市場已成功建立高端品牌形象，並於既有高資產客群的經營上展現出高度成熟的CRM與關係行銷策略，例如透過專屬活動、銷售人員的關係經營與永續承諾深化品牌忠誠度。然而，相較於對VIP客戶的深耕，C公司在台灣年輕世代族群之拓展上相對保守，數位互動、內容行銷與價值敘事之滲透力仍顯不足；相較於C公司全球層級的發展策略，C公司在台灣區的品牌年輕化策略與現實操作有所脫節。為回應消費者世代轉移與市場結構變動，建議品牌未來應強化跨世代溝通策略，發展輕珠寶產品線與理念驅動之品牌敘事，並導入數據分析與拓展多元通路增加潛在年輕消費者對品牌的認知，以鞏固品牌於高級珠寶市場的長期競爭優勢。
With the rise in spending power among high-net-worth individuals and growing awareness of sustainability, the fine jewelry market has continued to exhibit strong growth momentum. In response to increasing consumer sensitivity toward brand values, aesthetic design, and social responsibility, fine jewelry brands must strategically reshape how they connect with customers. Company C, a Swiss luxury watch and jewelry brand with over a century of heritage, has long emphasized craftsmanship and brand history to reinforce its market position. In Taiwan, the brand’s marketing strategy reflects a high level of localization and strategic agility.
This study adopts Company C’s marketing practices in Taiwan as a case study, utilizing the Strategic Marketing 4C framework—including cost-benefit perception, information search cost, ethical risk, and switching cost. The analysis is supported by literature review and semi-structured interviews to explore how the brand reduces customer-perceived costs, strengthens trust mechanisms, and creates emotionally embedded brand-specific assets.
Findings reveal that Company C has successfully established a high-end brand image in Taiwan and demonstrates a mature approach to CRM and relationship marketing among its affluent clientele. Through exclusive events, personal relationships managed by sales personnel, and sustainability messaging, the brand has reinforced customer loyalty. However, compared to its deep engagement with VIP customers, Company C’s outreach toward younger generations in Taiwan remains relatively conservative. Its digital engagement, content marketing, and value-driven storytelling are still underdeveloped. Furthermore, there is a strategic disconnect between the brand’s global youth-oriented positioning and its local implementation in Taiwan. To address generational shifts and structural market changes, it is recommended that Company Cenhance cross-generational communication, expand its entry-level product lines, and adopt purpose-driven storytelling. Additionally, leveraging data analytics and diversifying marketing channels can increase brand awareness among younger consumers, helping Company C sustain long-term competitiveness in the fine jewelry sector. |
| Reference: | 一、中文文獻
邱志聖（2020），策略行銷分析：架構與實務應用第四版，志勝出版社，台北
郭效慈（2019），以策略行銷4C探討精品產業之行銷策略－以Gucci為例，國立政治大學企業管理研究所碩士
二、英文文獻
Anderson, J. C. (2006). Customer value propositions in business markets. Harvard Business Review, 84(3), 90–99.
Bain & Company, & Altagamma. (2023). Luxury goods worldwide market study, Fall–Winter 2023. Bain & Company.
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). Sage Publications.
Financial Times. (2023, October 24). China’s diamond market hit by falling marriage rates and property crisis. Financial Times.
Goldstein, G. A., & Carpenter, G. S. (2022). Legitimately luxurious: Creating authentic luxury brands. Business Horizons, 65(5), 631–642.
Grayson, K., & Martinec, R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of Consumer Research, 31(2), 296–312.
Grand View Research. (2023). Jewelry market size, share & trends analysis report by product (necklace, ring, earring), by material (gold, platinum, diamond), by region, and segment forecasts, 2024–2030.
Kapferer, J.-N. (1998). Why are we seduced by luxury brands? Journal of Brand Management, 6(1), 44–49.
Lehman, D. W., O’Connor, K., Kovács, B., & Newman, G. E. (2019). Authenticity. Academy of Management Annals, 13(1), 1–42.
McKinsey & Company, & The Business of Fashion. (2024). The state of fashion: Luxury edition 2024.
Merriam, S. B., & Tisdell, E. J. (2016). Qualitative research: A guide to design and implementation (4th ed.). Jossey-Bass.
Peterson, R. A. (2005). In search of authenticity. Journal of Management Studies, 42(5), 1083–1098.
Somboonwiwat, T., & Atthirawong, W. (2009, December 14–16). Re-engineering of business processes in the integrated supply chain of fine gemstones and jewelry industries in Thailand. Paper presented at the Asia Pacific Industrial Engineering and Management Systems Conference (APIEMS 2009), Kitakyushu, Japan.
Stake, R. E. (1995). The art of case study research. Sage Publications.
Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1999(1), 1–15.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.
三、網路資料
公司官網https://www.chopard.com
公司維基百科https://en.wikipedia.org/wiki/Chopard
Bella (2025)，2025 Chopard蕭邦珠寶腕錶推薦！台灣限定「Happy Sport」蘭花腕錶、彩寶項鍊，盡顯女性優雅魅力
https://www.bella.tw/articles/jewelry/51262/chopard-jewelry-watches-2025-mothers-day
Vogue (2024)，Bella Hadid效應也將強勢影響精品品牌Chopard蕭邦! https://www.vogue.com.tw/article/bella-hadid-will-shape-chopards-future
Marie Claire (2024)，Chopard x aspea，aspea晉升蕭邦全球品牌大使
https://www.marieclaire.com.tw/fashion/try-on/68642
Vouge (2025)，致敬女性溫柔的力量，Chopard蕭邦獻給女人的優雅禮讚
https://www.instagram.com/voguetaiwan/p/DI2n11tBYK8/?locale=en_US%2Cen_US&img_index=1
Elle (2023)，和Chopard蕭邦一起進入奇幻華麗的電影世界！紅毯巨星x萌趣動物每一款都不容錯過
https://www.elle.com/tw/fashion/luxury/a44645012/chopard-loves-cinema/
Vogue (2018), Chopard Is Committed to 100% Ethical Gold, https://www.teenvogue.com/story/chopard-100-percent-ethical-gold-commitment
The Sybarite (2025), Experience Chopard’s Legendary Soiree at Cannes 2025, https://thesybarite.co/experiences/chopard-cannes-2025
Vogue (2025), Chopard and Angelina Jolie Honor Rising Talents at Cannes, https://www.vogue.com/slideshow/cannes-trophee-chopard-dinner-2025
EDHEC Business School (2024), Chopard by Hylink: when artificial intelligence makes learning marketing easier
https://www.edhec.edu/en/research-and-faculty/edhec-vox/case-by-case-7-chopard-hylink-when-artificial-intelligence-makes-learning-marketing-easier
Chopard Honour Horological Heritage In ‘Meet Our Artisans’ Campaign At Cannes Film Festival
https://luxe.outlookindia.com/watches-jewellery/watches/chopard-honours-horological-heritage-in-meet-our-artisans-campaign-at-cannes-film-festival-2025 |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363091 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112363091 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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