{"id":126,"date":"2022-03-14T01:24:12","date_gmt":"2022-03-14T00:24:12","guid":{"rendered":"https:\/\/stage-deust.miraya.fr\/?page_id=126"},"modified":"2022-03-14T23:07:37","modified_gmt":"2022-03-14T22:07:37","slug":"veille-concurrentielle","status":"publish","type":"page","link":"https:\/\/stage-deust.miraya.fr\/index.php\/veille-concurrentielle\/","title":{"rendered":"Veille concurrentielle"},"content":{"rendered":"

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custom_padding=\u00a0\u00bb0px|0|0px|0px|false|false\u00a0\u00bb top_divider_style=\u00a0\u00bbarrow3″ top_divider_color=\u00a0\u00bbrgba(255,255,255,0.3)\u00a0\u00bb top_divider_height=\u00a0\u00bb100%\u00a0\u00bb top_divider_repeat=\u00a0\u00bb2x\u00a0\u00bb bottom_divider_color=\u00a0\u00bbrgba(255,255,255,0.33)\u00a0\u00bb bottom_divider_height=\u00a0\u00bb500px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_fullwidth_header title=\u00a0\u00bbVeille concurrentielle\u00a0\u00bb subhead=\u00a0\u00bbDans le domaine de la joaillerie fine\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb content_max_width=\u00a0\u00bb70%\u00a0\u00bb content_max_width_tablet=\u00a0\u00bb100%\u00a0\u00bb content_max_width_phone=\u00a0\u00bb\u00a0\u00bb content_max_width_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb module_id=\u00a0\u00bbveilleconcu\u00a0\u00bb _builder_version=\u00a0\u00bb4.14.9″ title_font=\u00a0\u00bbCormorant Garamond|500|||||||\u00a0\u00bb 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Pourquoi faire une veille ?<\/h3>\n

Dans l\u2019objectif de r\u00e9ussir \u00e0 mieux appr\u00e9hender le domaine dans lequel j\u2019allais op\u00e9rer, j\u2019ai r\u00e9alis\u00e9 une veille concurrentielle sur les divers plateformes media pour comprendre comment communiquer sur les r\u00e9seaux sociaux. La communication relative au domaine de la haute joaillerie est bien diff\u00e9rente de celles que j’ai pu \u00e9tudier jusqu’\u00e0 pr\u00e9sent. En effet c’est une th\u00e9matique \u00e9norm\u00e9ment ax\u00e9e sur le visuel et les \u00e9motions. Mon objectif est d’informer les clients mais aussi de l’inspirer, de l’amener \u00e0 passer \u00e0 l’acte d’achat afin de toucher du bout des doigts le r\u00eave que la haute joaillerie a \u00e0 offrir.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1″ admin_label=\u00a0\u00bbAbout Us\u00a0\u00bb _builder_version=\u00a0\u00bb3.22″ use_background_color_gradient=\u00a0\u00bbon\u00a0\u00bb background_color_gradient_start=\u00a0\u00bb#f2e3de\u00a0\u00bb background_color_gradient_end=\u00a0\u00bb#ffffff\u00a0\u00bb custom_padding=\u00a0\u00bb4px|0px|4px|0px|true|false\u00a0\u00bb top_divider_style=\u00a0\u00bbarrow3″ top_divider_color=\u00a0\u00bbrgba(255,255,255,0.56)\u00a0\u00bb top_divider_height=\u00a0\u00bb500px\u00a0\u00bb top_divider_repeat=\u00a0\u00bb2x\u00a0\u00bb bottom_divider_color=\u00a0\u00bbrgba(255,255,255,0.55)\u00a0\u00bb bottom_divider_repeat=\u00a0\u00bb2x\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb3.25″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb3.25″ custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text admin_label=\u00a0\u00bbSubheading\u00a0\u00bb _builder_version=\u00a0\u00bb3.27.4″ text_font=\u00a0\u00bbCormorant Garamond||||||||\u00a0\u00bb text_font_size=\u00a0\u00bb20px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb link_font=\u00a0\u00bb||||||||\u00a0\u00bb ul_font=\u00a0\u00bb||||||||\u00a0\u00bb header_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_3_font_size=\u00a0\u00bb45px\u00a0\u00bb header_3_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb header_5_font=\u00a0\u00bbPoppins|700||on|||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ecd5c5″ header_5_letter_spacing=\u00a0\u00bb15px\u00a0\u00bb header_5_line_height=\u00a0\u00bb1.8em\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb max_width=\u00a0\u00bb600px\u00a0\u00bb max_width_tablet=\u00a0\u00bb100%\u00a0\u00bb max_width_phone=\u00a0\u00bb100%\u00a0\u00bb max_width_last_edited=\u00a0\u00bboff|desktop\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb custom_margin=\u00a0\u00bb|||\u00a0\u00bb custom_padding=\u00a0\u00bb|||\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Qui sont les concurrents ?<\/h3>\n

Dans ce domaine j’ai analys\u00e9 les grandes entreprises en priorit\u00e9 pour comprendre comment elles inspiraient leur audience mais aussi comment elles fonctionnaient en terme de strat\u00e9gie de contenus. Piaget, Cartier, Tiffany & Co, Van Cleef & Arpels et Chopard ont \u00e9t\u00e9 les entreprises que j’ai souhait\u00e9 analyser. Leur mani\u00e8re de communiquer est presque m\u00e9lodieuse, leurs visuels sont \u00e0 couper le souffle et leur pr\u00e9sence sur les r\u00e9seaux poussent \u00e0 l’achat.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1″ admin_label=\u00a0\u00bbWhat we do\u00a0\u00bb _builder_version=\u00a0\u00bb3.22″ background_image=\u00a0\u00bbhttps:\/\/stage-deust.miraya.fr\/wp-content\/uploads\/2022\/03\/jeweler03.jpg\u00a0\u00bb custom_padding=\u00a0\u00bb3px|0px|3px|0px|true|false\u00a0\u00bb top_divider_style=\u00a0\u00bbarrow3″ top_divider_color=\u00a0\u00bbrgba(255,255,255,0.56)\u00a0\u00bb top_divider_height=\u00a0\u00bb500px\u00a0\u00bb top_divider_repeat=\u00a0\u00bb2x\u00a0\u00bb bottom_divider_color=\u00a0\u00bbrgba(255,255,255,0.55)\u00a0\u00bb bottom_divider_repeat=\u00a0\u00bb2x\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row column_structure=\u00a0\u00bb3_5,2_5″ admin_label=\u00a0\u00bbwhat we do Row\u00a0\u00bb _builder_version=\u00a0\u00bb3.25″ custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb3_5″ _builder_version=\u00a0\u00bb3.25″ custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text admin_label=\u00a0\u00bbSubheading\u00a0\u00bb _builder_version=\u00a0\u00bb4.14.9″ text_font=\u00a0\u00bbCormorant Garamond||||||||\u00a0\u00bb text_font_size=\u00a0\u00bb20px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb link_font=\u00a0\u00bb||||||||\u00a0\u00bb ul_font=\u00a0\u00bb||||||||\u00a0\u00bb header_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_3_font_size=\u00a0\u00bb45px\u00a0\u00bb header_3_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb header_5_font=\u00a0\u00bbPoppins|700||on|||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ecd5c5″ header_5_letter_spacing=\u00a0\u00bb15px\u00a0\u00bb header_5_line_height=\u00a0\u00bb1.8em\u00a0\u00bb max_width_tablet=\u00a0\u00bb100%\u00a0\u00bb max_width_phone=\u00a0\u00bb100%\u00a0\u00bb max_width_last_edited=\u00a0\u00bboff|desktop\u00a0\u00bb module_alignment=\u00a0\u00bbright\u00a0\u00bb custom_margin=\u00a0\u00bb|||\u00a0\u00bb custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

\u00a0Les nano et micro-concurrents<\/h3>\n

Concernant les comptes plus petits avec du personnal branding, ou non, j\u2019ai analys\u00e9 Douze Paris, PDPAOLA, ALEYOLE, PURELEI et Layla Diamonds.<\/span><\/p>\n

Ce sont des comptes qui jouent sur les tendances plus accessibles. Ils utilisent des fonctionnalit\u00e9s plus r\u00e9centes dans l’objectif de toucher une audience diverses et vari\u00e9es. Il est vrai que leur tarif change car le produit n’est pas du m\u00eame standing mais les visuels nous pousseraient presque \u00e0 croire que si. La communication semble plus spontan\u00e9e car ce ne sont pas des \u00e9quipes strat\u00e9giques derri\u00e8res mais une \u00e0 dix personnes.<\/span><\/p>\n

C’est cet aspect que je souhaite maitriser pour la communiquer JewelTech tout en conservant une certaine distance avec l’audience.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb2_5″ _builder_version=\u00a0\u00bb3.25″ custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

Pourquoi faire une veille ? Dans l\u2019objectif de r\u00e9ussir \u00e0 mieux appr\u00e9hender le domaine dans lequel j\u2019allais op\u00e9rer, j\u2019ai r\u00e9alis\u00e9 une veille concurrentielle sur les divers plateformes media pour comprendre comment communiquer sur les r\u00e9seaux sociaux. La communication relative au domaine de la haute joaillerie est bien diff\u00e9rente de celles que j’ai pu \u00e9tudier jusqu’\u00e0 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":""},"_links":{"self":[{"href":"https:\/\/stage-deust.miraya.fr\/index.php\/wp-json\/wp\/v2\/pages\/126"}],"collection":[{"href":"https:\/\/stage-deust.miraya.fr\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/stage-deust.miraya.fr\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/stage-deust.miraya.fr\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/stage-deust.miraya.fr\/index.php\/wp-json\/wp\/v2\/comments?post=126"}],"version-history":[{"count":9,"href":"https:\/\/stage-deust.miraya.fr\/index.php\/wp-json\/wp\/v2\/pages\/126\/revisions"}],"predecessor-version":[{"id":243,"href":"https:\/\/stage-deust.miraya.fr\/index.php\/wp-json\/wp\/v2\/pages\/126\/revisions\/243"}],"wp:attachment":[{"href":"https:\/\/stage-deust.miraya.fr\/index.php\/wp-json\/wp\/v2\/media?parent=126"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}