{"id":10587,"date":"2022-01-25T20:14:41","date_gmt":"2022-01-25T18:14:41","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=10587"},"modified":"2022-03-07T15:27:54","modified_gmt":"2022-03-07T13:27:54","slug":"osoblyvosti-marketyngovoyi-strategiyi-u-yuvelirnij-galuzi","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=10587","title":{"rendered":"\u041e\u0441\u043e\u0431\u043b\u0438\u0432\u043e\u0441\u0442\u0456 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0457 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457 \u0443 \u044e\u0432\u0435\u043b\u0456\u0440\u043d\u0456\u0439 \u0433\u0430\u043b\u0443\u0437\u0456"},"content":{"rendered":"

<\/p>\n

\u041e\u0421\u041e\u0411\u041b\u0418\u0412\u041e\u0421\u0422\u0406 \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u041e\u0407 \u0421\u0422\u0420\u0410\u0422\u0415\u0413\u0406\u0407 \u0423 \u042e\u0412\u0415\u041b\u0406\u0420\u041d\u0406\u0419 \u0413\u0410\u041b\u0423\u0417\u0406<\/p>\n

FEATURES OF MARKETING STRATEGY IN THE JEWELLERY INDUSTRY<\/p>\n

\"\"<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 118-123. \u041d\u043e\u043c\u0435\u0440: \u2116<\/strong>6, \u0422\u043e\u043c 2, 202<\/strong>1 (<\/strong>300)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u041a\u041e\u0411\u0415\u0426\u042c \u0414. \u041b.
\nhttps:\/\/orcid.org\/0000-0002-4822-2951<\/a>
\nasstejnnki@gmail.com<\/a>
\n\u0425\u043c\u0435\u043b\u044c\u043d\u0438\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442<\/p>\n

Dmytro KOBETS
\nKhmelnytskyi National University<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2021-300-6\/2-19<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 11.11.2021
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 30.12.2021<\/p>\n

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\u00a0 \u00a0 \u00a0 The way to stay on the market and increase sales results is to use the potential of modern marketing strategies. The article discusses the essence of the concept of marketing strategy as an element of competition in the jewellery market. In recent years, the owners of jewellery enterprises have increased the number of their franchise shops and new brands have appeared. There has been a qualitative change in the retail jewellery market, which in turn has influenced the marketing strategies of both the jewellery giants and small producers. The challenges facing the jewellery industry as a result of the COVID-19 pandemic and the changes in marketing strategy that have occurred as a result were analyzed. Players in the jewellery industry can not just do business as usual and expect to grow their profits; they must be vigilant and respond to important trends and events, otherwise they risk remaining behind more flexible competitors. The marketing strategies are analyzed. The emphasis and complexity in promotion shift from traditional channels to new ones \u2013 mainly the Internet and its advertising opportunities. Particular attention is paid to the 4C strategy, which in the opinion of the author is most suitable for jewellery industry. In the jewellery industry, the customer\u2019s opinion is the most important. Most jewellery products are bought by an individual client, and its solutions depend mainly on elements that make up the entire 4C marketing. The peculiarities of the behavior of the buyer in choosing jewellery products are investigated: what needs satisfy the buyer, when looking for jewellery; what is most often required by the client when choosing jewellery; convenience of purchase. The national and world-class brands, their special positioning on the jewellery market are considered. It is clear that in the past the main growth of brand jewellery was due to the expansion of well-known jewellery brands and the emergence of new participants. The upcoming growth of brand jewellery is likely to come from players, who do not belong to jewellery manufacturers but who work in related categories such as elite clothing or leather products.
\n\u00a0 \u00a0 \u00a0 Keywords:<\/strong> marketing strategies, jewellery industry, 4C Marketing, jewellery brands, buyer behavior.<\/p>\n

References<\/strong><\/p>\n

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  1. Kak prodavat yuvelirnyie izdeliya v Internete: vse, chto vam nuzhno znat, chtobyi nachat yuvelirnyiy biznes – market reading [Elektronniy resurs] \/\/ Kak prodavat yuvelirnyie izdeliya v Internete: vse, chto vam nuzhno znat, chtobyi nachat yuvelirnyiy biznes – market reading. \u2013 Rezhim dostupu: https:\/\/marketreading.com\/ru\/jewelry-business.html (data zvernennya: 01.12.2021). \u2013 Nazva z ekrana.<\/li>\n
  2. Buduschee yuvelirnyih izdeliy: struktura otrasli v epohu COVID-19 [Elektronniy resurs] \/\/ Rough&Polished. \u2013 Rezhim dostupu: https:\/\/www.rough-polished.com\/ru\/expertise\/120142.html (data zvernennya: 01.12.2021). \u2013 Nazva z ekrana.<\/li>\n
  3. Balabanova L. V. UpravlInnya zbutovoyu polItikoyu \/ L.V. Balabanova – 2007. -448 s.<\/li>\n
  4. KItchenko O. M. Formuvannya optimalnogo asortimentu pIdpriEmstv yuvelIrnoYi galuzI \/ O. M. KItchenko, A. O. Zozulya \/\/ InformatsIynI tehnologIYi: nauka, tehnIka, tehnologIya, osvIta, zdorov’ya (MicroCAD\u20132016) : nauk. vid. : tezi dop. 24-Yi mIzhnar. nauk.-prakt. konf., [18-20 travnya 2016 r.] : u 4 ch. Ch. 3 \/ red. E. I. Sokol. \u2013 HarkIv : NTU “HPI”, 2016. \u2013 S. 168. \u2013 Rezhim dostupu: http:\/\/repository.kpi.kharkov.ua\/handle\/KhPI-Press\/35201<\/li>\n
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  6. Ushnitskaya G. I.. Razrabotka marketingovoy strategii vertikalno-integrirovannogo predpriyatiya na rossiyskom yuvelirnom ryinke : dissertatsiya … kandidata ekonomicheskih nauk : 08.00.05 \/ Ushnitskaya Galina Ivanovna. – Moskva, 2009.- 133 s.<\/li>\n
  7. Bolkunova, O.N. Yuvelirnaya roznitsa. Prakticheskie instrumentyi \/ O.N. Bolkunova, I.A.\u00a0Imshenetskaya, I.V. Orlova, T.G. Shikalovich. \u2013 M.: 6 karat, 2011. \u2013 128 s.<\/li>\n
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  9. Jaggi, Shamily & Bahl, Sanjay. Effective Modes of Advertising for Marketing of Jewellery Sector. \/\/ Our Heritage, Vol-67-Issue-10-December-2019 – Rezhim dostupu: https:\/\/www.researchgate.net\/publication\/ 343789030_Effective_Modes_of_Advertising_for_Marketing_of_Jewellery_Sector<\/li>\n
  10. Matricano, Diego & Vitagliano, Giorgio. International Marketing Strategies in the Jewellery Industry: Are They Standardised, Adapted or Both?. \/\/ International Journal of Marketing Studies. – 2018. – Rezhim dostupu: https:\/\/www.researchgate.net\/publication\/322923646_International_Marketing_Strategies_ in_the_Jewellery_Industry_Are_They_Standardised_Adapted_or_Both<\/li>\n
  11. Graff | Extraordinary Fine Diamond Jewellery and Swiss Watches [Elektronniy resurs] \/\/ Graff | Extraordinary Fine Diamond Jewellery and Swiss Watches. \u2013 Rezhim dostupu: https:\/\/www.graff.com\/international-en\/home\/ (data zvernennya: 01.12.2021). \u2013 Nazva z ekrana.<\/li>\n
  12. BOUTIQUE OTTOMAN | Exclusive & Classic Turkish Jewelry Store [Elektronniy resurs] \/\/ Boutique Ottoman Jewelry Store. \u2013 Rezhim dostupu: https:\/\/www.boutiqueottoman.com\/ (data zvernennya: 01.12.2021). \u2013 Nazva z ekrana.<\/li>\n
  13. Fine Italian Jewellery, Watches and Luxury Goods | BVLGARI [Elektronniy resurs] \/\/ Bvlgari. \u2013 Rezhim dostupu: https:\/\/www.bulgari.com\/en-int\/ (data zvernennya: 01.12.2021). \u2013 Nazva z ekrana.<\/li>\n
  14. Cartier\u00ae Official Website – Jeweler and Watchmaker since 1847 [Elektronniy resurs] \/\/ Cartier\u00ae Official Website – Jeweler and Watchmaker since 1847. \u2013 Rezhim dostupu: https:\/\/www.en.cartier.com\/ (data zvernennya: 01.12.2021). \u2013 Nazva z ekrana.<\/li>\n
  15. Mejuri | Everyday Fine Jewelry | Online Jewelry Shop [Elektronniy resurs] \/\/ Everyday Fine Jewelry | Online Jewelry Shop | Mejuri. \u2013 Rezhim dostupu: https:\/\/mejuri.com\/ (data zvernennya: 01.12.2021). \u2013 Nazva z ekrana.<\/li>\n
  16. Handmade sterling silver ethnic jewelry PreGomesh by Sirusho [Elektronniy resurs] \/\/ Pregomesh. \u2013 Rezhim dostupu: https:\/\/pregomesh.com\/ (data zvernennya: 01.12.2021). \u2013 Nazva z ekrana.<\/li>\n
  17. YuvelIrniy magazin Oniks [Elektronniy resurs] \/\/ YuvelIrniy magazin Oniks. \u2013 Rezhim dostupu: https:\/\/oniks.ua\/ua\/ (data zvernennya: 01.12.2021). \u2013 Nazva z ekrana.<\/li>\n
  18. Internet magazin “Zolotiy VIk” [Elektronniy resurs] \/\/ Internet magazin “Zolotiy VIk”. \u2013 Rezhim dostupu: https:\/\/zolotoyvek.ua\/ua\/ (data zvernennya: 01.12.2021). \u2013 Nazva z ekrana.<\/li>\n
  19. Ukrzoloto [Elektronniy resurs] \/\/ Ukrzoloto. \u2013 Rezhim dostupu: https:\/\/ukrzoloto.ua\/uk\/ (data zvernennya: 01.12.2021). \u2013 Nazva z ekrana.<\/li>\n
  20. The Pandora story [Elektronniy resurs] \/\/ Pandora. \u2013 Rezhim dostupu: https:\/\/pandoragroup.com\/ about\/pandora-in-brief\/the-pandora-story (data zvernennya: 01.12.2021). \u2013 Nazva z ekrana.<\/li>\n
  21. Yuvelirnaya otrasl i digital-kanalyi – Think with Google [Elektronniy resurs] \/\/ Think with Google. \u2013 Rezhim dostupu: https:\/\/www.thinkwithgoogle.com\/intl\/ru-ru\/marketing-strategies\/data-and-measurement\/jewelry\/ (data zvernennya: 01.12.2021). \u2013 Nazva z ekrana.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[59],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/10587"}],"collection":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10587"}],"version-history":[{"count":5,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/10587\/revisions"}],"predecessor-version":[{"id":11031,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/10587\/revisions\/11031"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10587"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10587"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10587"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}