中国珠宝企业逐渐进入了明星营销时代,深圳不少珠宝品牌签约当红明星,相对以往来说这个数量有增加的态势,形成了一股风潮。明星代言有其积极的一面,即随着终端化和品牌化的进程,明星资源已经变成一种营销的要素,开始被珠宝企业关注、应用,推动着品牌的建设;也有其盲目的一面,连自 Chinese jewellery companies have gradually entered the era of star marketing, many jewelry brands in Shenzhen signed popular stars, compared to the past, this number has increased momentum, forming a wave of fashion. The celebrity endorsement has its positive side, that is, with the process of terminalization and branding, star resources have become a marketing factor, and they have begun to be noticed and applied by jewellery companies to promote the construction of the brand; there are also blind aspects. Even from