AbstractReal jewelry in the male domestic R & D efforts and publicity on the few jewelry makers. It is understood that most jewelry manufacturers regard the main energy, human and material resources concentrated in the female R & D and innovation in jewelry, and accessories to men, as with product development and promotion of view, so he created a single species, male jewelry, style single condition. Women selling jewelry in the market, the competition is becoming more intensified, increasingly slim profit margins, the species and areas need to develop more and more narrow. In contrast, male jewelry is a relatively new field, as long as innovation, careful analysis of men's emotional and demand, developing new products and new consumer space is a great possibility. This male jewelry from the research point of view of consumer groups, combined with multiple point of view of the consumption characteristics of male jewelry. Research by these two questions, and then for two or three brands on the market analysis and study of male ornaments and male ornaments predict what the future trends. Key Words ： Male jewelry, Consumer Features ，Design Features ， Trends目 录中 文 摘 要 ..............................................2Abstract.....................................................31. 男 性 首 饰 的 概 念 ................................11.1 男 性 首 饰 的 定 义 ..............................11.2 男 性 首 饰 的 消 费 群 体 .......................12. 男 性 首 饰 的 消 费 特 点 .........................12.1 年 龄 阶 段 ..........................................12.2 服 饰 搭 配 ..........................................22.3 心 理 需 求 ..........................................22.4 消 费 能 力 .................................
