Journal of Industrial Convergence (산업융합연구)

DAEHAN Society of Industrial Management (대한산업경영학회)
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A Study on the Jewelry Product Marketing Plan for the New Silver

뉴 실버세대를 위한 주얼리 상품 마케팅 방안에 관한 연구

  • Ji-Eun Jeong (Department of Jewelry and Metal Craft, Wonkwang University) ;
  • Seung-Geun Ko (Metal & Jewelry Design, Wonkwang University)
  • 정지은 (원광대학교 귀금속보석디자인학과) ;
  • 고승근 (원광대학교 금속주얼리디자인학과)
  • Received : 2024.01.23
  • Accepted : 2024.02.20
  • Published : 2024.02.28
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Abstract

This paper attempted to analyze the concept of the New Silver Generation and the New Silver Generation's perception and consumption structure of jewelry products. A survey was conducted focusing on those interested in jewelry, and through this, we sought to find a direction for future marketing plans and identify the characteristics and consumption patterns of the new silver generation and the types of jewelry they prefer. Through the survey results, we sought results on jewelry marketing plans and methods for the new silver generation, and as a result, we were able to suggest a marketing direction for the new silver generation. There is a need for research on the development of design products for the future jewelry market based on our response to the future silver industry and marketing directions to generate profits in the business area.

본 논문은 뉴 실버세대에 대한 개념과 뉴 실버세대가 갖고 있는 주얼리 상품에 대한 인식과 소비 구조에 대해 분석해 보고자 하였다. 주얼리에 관심이 있는 대상을 중심으로 설문조사를 실시하였으며, 이를 통해 앞으로의 마케팅 방안에 대한 방향 모색과 뉴 실버세대 만의 특징과 소비패턴, 선호하는 주얼리의 종류를 파악하고자 하였다. 설문 결과를 통해 뉴 실버세대를 위한 주얼리 마케팅 방안, 방법에 대해 결과를 모색해 보았으며, 그 결과 뉴 실버세대를 위한 마케팅 방향을 제시할 수 있었다. 우리는 앞으로 미래의 실버산업에 대한 대처와 사업영역의 이익창출을 위한 마케팅 방향을 토대로 미래 주얼리 시장을 위한 디자인 상품 개발연구에 대한 필요성이 요구되는 바이다.

Keywords

Acknowledgement

This paper was supported by Wonkwang University in 2023.

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