高端珠寶品牌全球行銷策略之研究 - 以格拉夫品牌亞太區域策略為例

Abstract

隨著奢侈品消費市場重心逐步東移，亞太地區已成為高端珠寶品牌全球行銷版圖中不可或缺的重要區域。相較於歐美市場，亞太各地消費者擁有不同的文化價值觀、審美偏好與購買動機，使得品牌在擴張過程中面臨「文化在地化」與「品牌一致性」之雙重挑戰。尤其在數位科技快速演進下，社群平台與虛實整合機制正全面重塑奢侈品品牌與消費者之間的互動邏輯。本研究聚焦於高端珠寶品牌於亞太市場的行銷策略，採質性研究方法，透過文獻分析、個案研究與深度訪談，針對品牌國際化歷程、文化調適操作、數位轉型策略及顧客文化認同進行綜合探討，旨在建構出一套具理論深度與實務價值的行銷分析架構。

研究結果發現，高端品牌若欲在亞太市場取得長期競爭優勢，須發展「全球精神、本地敘事」的整合行銷模式，並強化其於社群媒體之品牌文化輸出力與參與感。文化敘事、視覺符號、情境體驗、社群互動與內容共創，均為影響品牌價值再創與顧客關係深化的關鍵因素。此外，虛實整合策略（O2O）不僅需串連通路，更應重塑奢侈品牌的數位尊榮體驗。最終，本研究歸納出品牌在亞太地區進行文化調適、數位行銷與顧客互動的九大行銷策略亮點，並針對主管機關、產業實務與後續研究提出三項層次建議，期能為學界補足跨文化品牌行銷理論的實證應用，同時為高端珠寶產業提供可行且具延展性的行銷實務參考。As luxury consumption continues to shift eastward, the Asia-Pacific region has become a key strategic market for high-end jewelry brands. Unlike Western markets, consumers across Asia exhibit distinct cultural values, aesthetic preferences, and purchasing motivations, presenting global luxury brands with the dual challenge of maintaining brand consistency while achieving effective cultural localization. Meanwhile, rapid digital transformation and the rise of social media have significantly altered the dynamics of brand communication and consumer engagement. This study focuses on how high-end jewelry brands expand and operate in Asia-Pacific markets. Employing a qualitative methodology that includes literature review, case study analysis, and in-depth interviews, the research investigates brand internationalization processes, cultural adaptation strategies, digital transformation practices, and consumer cultural identification, aiming to construct a robust analytical framework that bridges theoretical insight with practical application.The findings suggest that long-term success for luxury brands in Asia depends on developing an integrated marketing model characterized by “global identity, localized narrative.” Effective use of social media, cultural storytelling, visual symbols, immersive experiences, and user-generated content were found to be essential in enhancing brand value and deepening consumer loyalty. Moreover, online-to-offline (O2O) strategies must not only facilitate channel integration but also reconstruct a sense of prestige in the digital environment. The study concludes by identifying nine key marketing strategies for Asia-Pacific expansion and provides actionable recommendations at three levels: government agencies, industry practitioners, and future researchers. Overall, this research contributes to the academic understanding of cross-cultural luxury branding and offers valuable strategic insights for the high-end jewelry sector in a rapidly evolving regional context.