Year: 2025
Type: article
Abstract: 近年来，直播电商业态的爆发式增长深刻重构了传统消费品市场的营销格局。珠宝行业作为高客单价、强体验依赖的非标品领域，其销售渠道的数字化转型面临独特挑战：一方面，消费者对珠宝产品的材质鉴定、工艺细节及文化内涵存在深度信息需求，传统电商的图文模式难以满足；另一方面，直播场景的即时性与互动性虽能增强用户参与感，但珠宝产品的价值感知偏差、信任建立难题仍制约着线上转化效率。本文就珠宝直播营销的核心矛盾展开探讨，以期望构建符合行业特性的策略优化框架，为高价值非标品线上营销提供理论借鉴与实践参考。In recent years, the explosive growth of live-stream e-commerce has profoundly reshaped the marketing landscape of traditional consumer goods markets. The jewelry industry, as a non-standard product sector characterized by high unit prices and strong experiential dependence, faces unique challenges in its digital transformation of sales channels: On one hand, consumers have deep information needs regarding the material identification, craftsmanship details, and cultural significance of jewelry products, which traditional e-commerce’s image-and-text model struggles to meet; on the other hand, while the immediacy and interactivity of live-stream scenarios can enhance user engagement, issues such as value perception discrepancies and trust-building difficulties still constrain online conversion efficiency. This paper explores the core contradictions in jewelry live-stream marketing, aiming to construct a strategy optimization framework tailored to the industry’s characteristics, providing theoretical insights and practical references for the online marketing of high-value non-standard products.
Source: Modern Management
Author: 晟轩 高
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4411577408