引言伴随着珠宝首饰业的迅猛发展,行业竞争不断激烈,首饰业中的批发、加盟连锁、加工等业务均不同程度地在发生转变,企业中传统的“商标”意识逐渐向“品牌”意识转型已成为市场发展的规律。珠宝首饰行业,正从“卖方市场”的传统批发业逐渐拓展演变为“买方市场”的终端营销模式。很多厂家从原有的批发业务转为批发与加盟业务双管齐下的业务模式,然而,在从“被动”到“主动”的营销过程中,珠宝首饰企业必然要经历艰难而痛苦的蜕变,形成一定优势的品牌力,企业方有出路。 Introduction With the rapid development of the jewellery industry, competition in the industry is fierce, and the wholesale, franchise chain, and processing businesses in the jewellery industry are changing to varying degrees. The traditional “trademark” consciousness in the company is gradually transformed into the “brand” consciousness. Has become the law of market development. The jewellery industry is gradually expanding from the traditional wholesale market of the “seller market” to the terminal marketing mode of the “buyer market”. Many manufacturers have switched from the original wholesale business to the wholesale and franchise business model. However, in the “passive” to “active” marketing process, jewelry companies are bound to experience difficult and painful changes, forming certain advantages. The brand power of companies has a way out.