Research On Valuation Of Jewelry Brands

China is one of those countries that have maximum consumption and production of jewelry products.Certain national jewelry brands with relatively high reputation have emerged in the market after more than thirty-year-development of modern jewelry industry in our country.Although there are numerous Chinese jewelry brands,those that are of high brand value are mostly foreign brands in market of jewelry consumption.Enterprises of jewelry are gradually turning to lay emphasis on brand competition rather than cost-based and quality-based competition,with its managers paying growing attention to the implementation of brand strategies.And the establishment of jewelry brand requires comprehensive acknowledgement of the connotation of jewelry brand’s value and scientific as well as proper evaluation of jewelry brand value.At first,this paper summarizes the brands and relevant concepts,concludes current situation and operation mode of jewelry brands in our national consumption market;in the second place,it analyzes the value connotation of jewelry brands and suggests that the value of jewelry brands is jointly decided by enterprises of jewelry,consumers and jewelry industry,that the value of jewelry brands is expressed on three dimensions of economic value,cultural value and social value;finally,this paper classifies the contemporary evaluation methods of jewelry brands into the brands evaluation system that could not directly provide references for jewelry transaction and the brands evaluation system that could.Besides,it conducts an analysis of the specific evaluation methods,existing problems and applicability of these two evaluation systems,reflects upon the scientific property and rationality of contemporary jewelry brands evaluation practice.