【摘要】： 陶瓷是景德鎮(zhèn)稱都之源,景德鎮(zhèn)靠陶瓷產(chǎn)業(yè)支撐了上千年�？v觀景德鎮(zhèn)的歷史,就是一部以陶瓷發(fā)展史為主題的歷史,其瓷都地位和社會(huì)影響足以表明陶瓷在歷史上對(duì)景德鎮(zhèn)的巨大貢獻(xiàn)。然而在改革開放二十年來(lái)的市場(chǎng)轉(zhuǎn)制過(guò)程中,景德鎮(zhèn)陶瓷業(yè)沒有抓住機(jī)遇大力發(fā)展,景德鎮(zhèn)這樣一個(gè)千年老字號(hào)在激烈的市場(chǎng)競(jìng)爭(zhēng)中節(jié)節(jié)敗退、衰落,陶瓷營(yíng)銷落后可歸為主要原因之一。本文通過(guò)對(duì)國(guó)內(nèi)外陶瓷營(yíng)銷現(xiàn)狀以及景德鎮(zhèn)陶瓷優(yōu)劣勢(shì)、機(jī)遇和挑戰(zhàn)的研究,結(jié)合景德鎮(zhèn)陶瓷品牌現(xiàn)狀及存在的問題,提出了景德鎮(zhèn)陶瓷業(yè)發(fā)展的品牌對(duì)策措施。 當(dāng)今時(shí)代,品牌已成為企業(yè)決勝市場(chǎng)的重要工具。如何科學(xué)地進(jìn)行品牌運(yùn)作,是當(dāng)前景德鎮(zhèn)日用陶瓷企業(yè)所面臨的一項(xiàng)重大課題。然而,景德鎮(zhèn)目前品牌存在著不少問題:市場(chǎng)定位不準(zhǔn),品牌單薄,陶瓷品牌宣傳策略缺乏,品牌缺乏保護(hù),品牌核心價(jià)值受到傷害,針對(duì)景德鎮(zhèn)陶瓷品牌存在的問題,借鑒國(guó)外的成功經(jīng)驗(yàn)、結(jié)合景德鎮(zhèn)的實(shí)際情況,提出了有針對(duì)性的對(duì)策建議:(一)實(shí)施品牌經(jīng)營(yíng);(二)打造景德鎮(zhèn)特色的區(qū)域性品牌;(三)樹立誠(chéng)信品牌形象,培養(yǎng)消費(fèi)者信任;(四)借用別人的品牌塑造自身品牌;(五)以重大事件為平臺(tái)借勢(shì)推廣。 在寫作過(guò)程中,本文運(yùn)用理論研究與案例分析相結(jié)合的方法,比較注重實(shí)證性的研究,結(jié)合景德鎮(zhèn)日用陶瓷品牌的調(diào)查與分析,提出了一些具有實(shí)際價(jià)值的建議,期望能對(duì)振興景德鎮(zhèn)日用陶瓷品牌有所參考。 本文共分五章,第一章緒論部分講述了景德鎮(zhèn)日用陶瓷過(guò)去的輝煌和現(xiàn)在的衰落,介紹了本論文的研究目標(biāo)、內(nèi)容、思路與方法以及研究意義;第二章分析了日用陶瓷行業(yè)的營(yíng)銷環(huán)境;第三章論述了自己所做的關(guān)于景德鎮(zhèn)日用陶瓷品牌的調(diào)研狀況;第四章論述了品牌與消費(fèi)者行為理論,在此基礎(chǔ)上提出了一些具有可行性的解決景德鎮(zhèn)日用陶瓷品牌現(xiàn)狀的對(duì)策;第五章對(duì)本研究作了總結(jié)以及論述了本研究的不足之處。
[Abstract]:Ceramic is Jingdezhen said the source of the city, Jingdezhen supported by the ceramic industry for thousands of years. The history of Jingdezhen is a history with the theme of the history of ceramic development. The status of porcelain capital and social influence can show the great contribution of ceramics to Jingdezhen in history. However, in the process of market transformation in the past 20 years of reform and opening up, Jingdezhen ceramics industry did not seize the opportunity to develop vigorously. Jingdezhen, a millennia old brand, has been losing ground and declining in the fierce market competition. Ceramic marketing backwardness can be attributed to one of the main reasons. Based on the research of the domestic and foreign ceramic marketing situation, the advantages and disadvantages, opportunities and challenges of Jingdezhen ceramics, combined with the current situation of Jingdezhen ceramic brand and the existing problems, this paper puts forward the brand countermeasures for the development of Jingdezhen ceramics industry. Nowadays, brand has become an important tool for enterprises to win the market. How to carry on the brand operation scientifically, is a major subject which the Jingdezhen daily use ceramic enterprise faces at present. However, there are many problems in Jingdezhen brand at present: market positioning is not correct, brand is thin, ceramic brand propaganda strategy is lacking, brand lacks protection, brand core value is damaged, and the problems of Jingdezhen ceramic brand are pointed out. Based on the successful experience of foreign countries and the actual situation of Jingdezhen, this paper puts forward some countermeasures and suggestions: (1) carrying out brand management; (2) build regional brand with Jingdezhen characteristics; (3) establish good faith brand image, cultivate consumer trust; (4) use others' brand to shape their own brand; (5) seize the opportunity to promote with the platform of major events. In the process of writing, this paper uses the method of combining theoretical research and case analysis, pays more attention to the empirical research, combined with the investigation and analysis of Jingdezhen daily ceramic brand, and puts forward some suggestions with practical value. Hope to revitalize Jingdezhen daily ceramic brand reference. This paper is divided into five chapters. The first chapter introduces the past glory and the present decline of Jingdezhen daily ceramics, and introduces the research objectives, contents, ideas, methods and research significance of this paper. The second chapter analyzes the marketing environment of domestic ceramics industry, the third chapter discusses the investigation and research situation of Jingdezhen daily ceramic brand. The fourth chapter discusses the theory of brand and consumer behavior, and puts forward some feasible countermeasures to solve the current situation of Jingdezhen daily ceramic brand. Chapter five summarizes the research and discusses the shortcomings of this study.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2;F426.71

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 廖乃徵;景德鎮(zhèn)陶瓷產(chǎn)品設(shè)計(jì)管理研究[D];景德鎮(zhèn)陶瓷學(xué)院;2011年

2 李祖春;北流市陶瓷產(chǎn)業(yè)集群發(fā)展中的政府職能研究[D];廣西大學(xué);2011年

3 曹宇;法藍(lán)瓷品牌管理研究[D];南昌大學(xué);2012年

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本文編號(hào)：2398250