Proceedings of the 2023 2nd International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2023)

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Analysis of the Development Environment of the Brand Value of Tiffany and Its Enterprise Strategy

Authors
Xinyu Shi1, *, Yue Wang2, Qingrui Li3
1Xi’an Jiaotong University, Japanese, School of Foreign Language, 714100, Xi’an, China
2Xi’an Jiaotong University, Business Administration, School of management, Xi’an, 710300, China
3Emilio Aguinaldo College-Manila Campus, Business administration, Department of Economics, Manila, 999005, Philippines
*Corresponding author. Email: 2504373006@qq.com
Corresponding Author
Xinyu Shi
Available Online 10 October 2023.
DOI
10.2991/978-94-6463-268-2_3How to use a DOI?
Keywords
Tiffany & Company; Enterprise strategy; Brand value; SWOT analysis
Abstract

As a famous centennial jewelry enterprise from America, Tiffany & Co. always insists on its brand value though it has been honed in the centennial development progress. This paper aims at analyzing the development environment and the enterprise strategy of the centennial jewelry brand, Tiffany. Firstly, the paper points out the two core strategies and brand value upgrading. Secondly, there is an analysis of the macro and micro environment of the development of Tiffany & Co. in the past few years with the PEST analysis and Porter’s five forces analysis. Then it is built with a SWOT matrix to analyze the strategic objective, the marketing strategy and market positioning. Then, a profound finding of the positive impact of the enterprise strategy on the brand value is presented, so as to propose relevant suggestions for the development of the domestic jewelry industry based on the current market of the Chinese jewelry market.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 2nd International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
10 October 2023
ISBN
10.2991/978-94-6463-268-2_3
ISSN
2352-5428
DOI
10.2991/978-94-6463-268-2_3How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xinyu Shi
AU  - Yue Wang
AU  - Qingrui Li
PY  - 2023
DA  - 2023/10/10
TI  - Analysis of the Development Environment of the Brand Value of Tiffany and Its Enterprise Strategy
BT  - Proceedings of the 2023 2nd International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2023)
PB  - Atlantis Press
SP  - 10
EP  - 23
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-268-2_3
DO  - 10.2991/978-94-6463-268-2_3
ID  - Shi2023
ER  -