Research On The Symbolic Marketing Strategy Of Jewelry Enterprises From The Perspective Of Consumer Purchase Intention

Along with the fast development of science and technologies in China,the Chinese people’s living standard is being constantly enhanced,which means that as Western countries like the UK,China has also entered into the Consumer Society,a worldly recognized concept proposed by Jean Baudrillard,a famous French sociologist of late 20th century.In.such a society,surrounded by lots of commodities,the Chinese people have more disposable income and free time and hence show diversified needs and higher demands for goods and services.When consumers of different walks purchase,they not only pay attention to goods’ values in uses,but also pay attention to their signs’ or symbols’values,which urges enterprises actively to put more symbol values into their commodities to attract consumers.The symbolization of commodity,as a marketing device,is now being used by lots of jewelry enterprises and the cultural and creative enterprises,for they think that the implementation of this device could enhance the customer perceived value(CPV)and positively affect the customer purchasing intention(CPI)further and finally better sales could be made.In recent years,CPV and CPI have become hot topics for both academic and business sides.Studies and practice have proved that CPV is composed of at least 5 dimensions,including price dimension,emotional dimension,functional dimension,social dimension and service dimension.If enterprises can accurately adjust these dimensions,consumers will be more interested in buying their products.Based on present social environmental changes of China and the previous studies of other researchers,using Denmark’s PANDORA Jewelry that has been using the symbolization of commodity as a marketing device for over 30 years as a case,this paper does researches both in theoretical and empirical ways to prove that symbol-value can be a new dimension of CPV.Meanwhile,the so-called story-telling marketing device will be clearly differed from the symbolization of commodity marketing device that is more logical and specific.Finally,by categorizing PANDORA’s products into 6 different groups,including the DIY group,this paper will summarize both the good and the bad appearing in PANDORA’s running and then will give 6 pieces of advice to PANDORA,including providing more acceptable trans-cultural commodities for the Chinese market.By this paper,both PANDORA and other enterprises of the jewelry and cultural and creative industries will learn more about the needs of the Chinese consumers in the area of symbol-values and the true use of the symbolization of commodity as a marketing device.