The Combination of Traditional Jewellery Technology and Modern Cultural and Creative Brand Marketing—Take the “Chow Tai Fook Inheritance” Series as an Example

Abstract

This article studies the combination of traditional jewellery technology and modern cultural and creative brand marketing, aiming to explore how to improve the market competitiveness of traditional handicrafts through innovative marketing means. The background of the research is that with the development of globalisation and modernisation, traditional culture is facing the impact, and the market demand for traditional handicrafts is gradually shrinking. While maintaining the essence of traditional crafts, improving its modern market attractiveness has become an important topic. This article takes the “ Chow Tai Fook Inheritance “ series as a case, deeply analyse the advantages of combining modern design and traditional skills, and examine the role of digital marketing and social media in brand promotion. Through research methods such as literature review, questionnaire survey and expert interview, this article finds that the historical and cultural value of traditional crafts is still attractive in the modern market, and through the integration of modern design elements and the widespread dissemination of digital platforms, consumers’ sense of identity and desire to buy traditional handicrafts can be effectively enhanced. The research concludes that successful cultural and creative brands should pay attention to the innovative combination of traditional technology and modern design, while making full use of digital marketing channels to enhance the market competitiveness and cultural influence of the brand.