近一二十年, 钻石镶嵌饰品凭借其钻石精纯无暇，浑然天成的特质在中国
珠宝市场上逐渐受到了广大消费者的青睐，不仅在销量上与黄金饰品并驾齐驱,
远远超过了其他珠宝, 如: 翡翠, 红蓝宝石等, 更是婚姻庆典上不可缺少的重
要角色之一，成为了人们心中完美爱情的象征。当然钻石镶嵌饰品取得如此成
功的同时, 成品裸钻市场也逐渐进入了人们的眼帘, 并且中国的中产阶级对成
品裸钻的兴趣与消费潜质也逐渐增加。伴随着中国 GDP 逐年稳定的增长，中国
的消费市场逐步达到全球化格局的同时，投资裸钻也将注定会成为抵抗通货膨
胀的重要投资手段之一。皮勒米德品牌正是以发展裸钻为主、各种钻石首饰加
工为辅的经营方式抓住这种市场契机。
钻石行业的发展与正确的营销策略是息息相关的，因此本文将以皮勒米德
公司为研究对象，运用 SWOT 分析方法从裸钻宏观市场环境分析，预测和需求
测量，培育强大品牌，交付和传播价值，以及实现成功的长期成长等方面进行
优劣势和机遇分析；并且通过深化皮勒米德裸钻 STP 市场调查，包括识别细分
市场和目标、分析消费者市场、分析组织市场等对其营销战略进行分析。最
后，制定相应的 4P 策略，产品策略，价格策略，渠道策略，促销策略，最终
达到公司与顾客之间的双赢格局。
关键词：皮勒米德；成品裸钻；SWOT 分析；STP 营销理论；市场营销
Abstract
Diamond, as a luxury jewelry, it was discovered by thousands of years ago , it
being cognition by hundreds of years ago, it was becoming popular in the world by
century ago, it was develop in the Chinese jewelry market after the reform and
opening up in China. As everyone knows, the China jewelry market sells the
traditional jewelry, such as: gold, emerald, jade, ruby and sapphire, etc, therefore,
nearly two decades, the diamond as a “luxury import”, it will faced enormous
challenges and opportunities in the Chinese jewelry market. Diamond studded jewelry,
it is setting with the beautiful shinning natural qualities polished diamonds, it is
gradually loved by the majority of consumers in the Chinese jewelry market, it was
able to stay with the sales volume of gold jewelry, its sales volume getting far more
than other jewelry , such as: jade , ruby, sapphire etc , it is one of the important roles
of marriage celebrations indispensable ,it became to be a symbol of perfect love
among people's minds . Of course, the diamond studded jewelry won such a success,
at the same time , the finished loose diamond market is gradually coming into
people's eyes , and the Chinese middle class is interested in loose diamonds and their
consumption potentiality is gradually increasing. For the steady growth of China GDP
each year , China consumer market is gradually reaching the same pattern of
globalization , the loose diamonds investment will also be destined to be one of the
important invest to resist inflation.
Pyramid Diamonds brand of its name origin is : pyramid, its English translation
means: the pyramids, as we all know, the cut diamond rough its shaped like a
pyramid , therefore it also confirmed that Pyramid Diamonds brand’s lifelong pursuit
attitude and the state is: To be the top diamond cutting process . The best diamonds
from South Africa, however, 90 percent of the world's diamonds are superior cutting
in Belgium, Pyramid Diamonds’ Cut is so perfect combination with the cutting
process and the high quality diamonds, in that case the diamond is no longer just a
luxury, and it is a pure flawless, natural fine art.
This article will be detailed SWOT analysis of the Pyramid Diamonds CompanyI
marketing environment, it is including loose diamonds macro environment analysis,
forecasting and demand measurement, cultivate strong brand, delivery and
dissemination of values and achieve successful long-term growth. And by the
deepening Pyramid loose diamonds STP market research, it is including identifying
market segments and the targets consumer market analysis, market analysis
organization, in order to create a long-term customer loyalty. Finally, developing the
appropriate 4P strategy, product strategy, pricing strategy, channel strategy, marketing
strategy, and ultimately achieve win-win situation between the company and the
customer.
Keywords: Pyramid Diamonds brand, finished loose diamonds, 4P macro, long-
term customer loyalty, win-win pattern strategy, art, luxury, Belgium
cut, Pyramid, South Africa.
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