钻石情感符号营销的商业价值与盈利机制研究
作 者：王希贤，魏晨
单 位：海拉尔第一中学高一（19）班
指导教师：刘红升（ORCID：0009-0004-1275-9564）
摘要
钻石本质为碳元素晶体，天然储量充足，并不具备天然稀缺属性。20 世纪以来，戴比尔斯企业通过垄断供给、情感叙事、全域媒介传播、行业标准塑造等系统化营销手段，人为构建钻石 “永恒爱情” 文化符号，将钻石转化为全球婚恋刚需消费品。本文梳理钻石营销全流程策略，分析其重塑大众消费认知、持续拉高行业营收、实现长期高额利润的底层逻辑，剖析这套营销体系如何改写全球婚嫁消费习俗，成为商业史上依靠符号营销创造巨额收入的经典案例，并对珠宝行业情感营销的商业逻辑展开反思。
关键词：钻石；符号营销；戴比尔斯；情感消费；奢侈品盈利
Abstract
Natural diamonds are minerals composed of elemental carbon with abundant geological reserves and limited intrinsic physical value. In the 1930s, De Beers established a full-chain emotional marketing framework relying on rough diamond supply control, combined with Symbolic Interactionism and Veblen’s Conspicuous Consumption Theory. Long-term excess profits were achieved through reconstructing cultural symbols of love, standardizing industrial rules and global market penetration. Adopting literature research, data comparison and case analysis, this paper clarifies the logical difference between output regulation on the supply side and market scarcity perception of diamonds, and distinguishes the respective contributions of marketing communication and post-war economic expansion to industrial scale growth. By comparing the limitations of classic studies by Epstein and Kanfer, this paper supplements quantitative evidence including second-hand circulation depreciation and industrial chain cost breakdown, and differentiates the hierarchical gaps between De Beers’ category demand narrative and DR’s brand exclusive narrative. The research finds that the high premium of diamonds originates from systematic social cognition shaping rather than the mineral itself. The popularization of lab-grown diamonds has impacted supply monopoly, yet the symbolic cognition of wedding rings remains highly sticky. This research can provide references for rational cognition education on luxury consumption and differentiated marketing in the jewelry industry.
Keywords:diamond; emotional symbol marketing; supply control; conspicuous consumption; wedding symbol; lab-grown diamond