本文關(guān)鍵詞：A公司日用陶瓷產(chǎn)品營銷策略優(yōu)化研究　出處：《廣東工業(yè)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 日用陶瓷 細分市場 營銷策略 渠道優(yōu)化

【摘要】：我國日用陶瓷的歷史由來已久,特別到改革開放后,日用陶瓷行業(yè)得到了迅速的發(fā)展,陶瓷企業(yè)遍布全國,到目前已形成了江西省景德鎮(zhèn)、河北唐山、邯鄲、山東淄博、江蘇宜興、湖南醴陵、福建德化、廣東佛山、湛江、汕頭、潮州、遼寧海城等重點陶瓷產(chǎn)區(qū)。據(jù)不完全統(tǒng)計,我國目前有日用陶瓷生產(chǎn)企業(yè)超過8000家,其中1000余家企業(yè)為國有或集體所有；我國日用陶瓷產(chǎn)量及出口量均占世界第一,出口比例超過50%。 2000年以來,國內(nèi)經(jīng)濟的不斷發(fā)展使日用陶瓷產(chǎn)業(yè)得到長足發(fā)展,依靠國內(nèi)廉價的勞動力成本和原料資源優(yōu)勢,中國日用陶瓷企業(yè)和產(chǎn)品的綜合競爭力不斷增強。但由于陶瓷行業(yè)產(chǎn)能的迅速擴張,使原材料市場出現(xiàn)供給失衡局面,導(dǎo)致部分原材料價格大幅上漲。同時,受國際市場影響,如歐債危機使中國陶瓷出口受歐盟、巴西、墨西哥等多國反傾銷調(diào)查,阿根廷、韓國、泰國、印度等國都加入了反傾銷調(diào)查的行列,使中國陶瓷的出口形勢日益嚴(yán)峻。另一方面,國內(nèi)產(chǎn)能的快速擴張使本來日用陶瓷市場供大于求的局面更加惡劣,公司及產(chǎn)品層面上的競爭呈現(xiàn)無序化,價格競爭占主流,通過降低價格來獲取更多市場份額的同時,陶瓷生產(chǎn)公司的利潤大幅下降,行業(yè)整體盈利能力明顯減弱。 日用陶瓷企業(yè)在經(jīng)歷了這么多年的發(fā)展之后,面對買方市場的競爭局面,也努力的化壓力為動力,革新技術(shù),創(chuàng)新產(chǎn)品,在激烈的市場競爭中去把握主動權(quán),加上近年來國家提出文化產(chǎn)業(yè)振興的號召,使各級政府對文化產(chǎn)業(yè)的支持力度不斷加大,面對挑戰(zhàn)與機遇,作為眾多日用陶瓷生產(chǎn)型的A公司應(yīng)該采取哪些戰(zhàn)略、策略、戰(zhàn)術(shù),用以保障公司的發(fā)展和品牌的建立。 本文系統(tǒng)地研究了A公司日用陶瓷產(chǎn)品營銷渠道模式,并根據(jù)2010年來A公司日用陶瓷產(chǎn)品的業(yè)務(wù)經(jīng)營狀況的調(diào)查數(shù)據(jù),在考察A公司、景德鎮(zhèn)陶瓷市場、唐山陶瓷市場、福建德化市場、潮州市場等后,基于陶瓷行業(yè)營銷渠道優(yōu)劣勢與利弊的基礎(chǔ)上提出了A公司日用陶瓷產(chǎn)品營銷渠道優(yōu)化的具體內(nèi)容、實施過程以及保障措施。本文首先闡述了營銷渠道管理的相關(guān)理論；其次,分析了A公司日用陶瓷的現(xiàn)有營銷渠道環(huán)境、機會與威脅,以及在營銷過程中營銷渠道存在的問題及其原因；然后,依據(jù)相關(guān)渠道管理理論,提出A公司日用陶瓷產(chǎn)品營銷渠道模式優(yōu)化的指導(dǎo)思想、原則及具體內(nèi)容,并分別A公司的產(chǎn)品品牌的營銷渠道模式進行了優(yōu)化,主要優(yōu)化對象有團隊優(yōu)化、技術(shù)策略、產(chǎn)品優(yōu)化、品牌策略、渠道策略、促銷方式等；本文最后探討了A企業(yè)營銷渠道模式優(yōu)化的實施過程及保障措施。
[Abstract]:China has a long history of domestic ceramics, especially to the reform and opening up, the daily ceramic industry has been rapid development, ceramic enterprises throughout the country, has now formed Jiangxi Province Jingdezhen, Hebei Tangshan, Handan. Shandong Zibo, Jiangsu Yixing, Hunan Liling, Fujian Dehua, Guangdong Foshan, Zhanjiang, Shantou, Chaozhou, Liaoning Haicheng and other key ceramic production areas. According to incomplete statistics. At present, there are more than 8000 domestic ceramic enterprises in our country, among which more than 1000 enterprises are owned by the state or collectives. Our daily ceramic output and export volume are the first in the world, the proportion of export more than 50. Since 2000, with the development of domestic economy, the domestic ceramic industry has made great progress, relying on the advantages of cheap labor costs and raw material resources. The comprehensive competitiveness of China's domestic ceramic enterprises and products is increasing. However, due to the rapid expansion of ceramic industry capacity, the raw material market has a supply imbalance, leading to a substantial rise in the prices of some raw materials. Influenced by the international market, such as the European debt crisis, China's ceramics exports are subject to anti-dumping investigations by the European Union, Brazil, Mexico and other countries, Argentina, South Korea, Thailand, India and other countries have joined the ranks of anti-dumping investigations. On the other hand, the rapid expansion of domestic production capacity has made the situation that the supply of domestic ceramics exceeded demand even worse, and the competition at the company and product level is disorderly. Price competition is the mainstream, by lowering prices to gain more market share, ceramic companies' profits have fallen sharply, and the overall profitability of the industry has weakened significantly. After so many years of development, the domestic ceramic enterprises face the competition situation of the buyer's market, but also try their best to turn the pressure into the motive force, innovate the technology, innovate the products, and grasp the initiative in the fierce market competition. In addition, in recent years, the government has put forward the call to revitalize the cultural industry, so that the government at all levels of support for the cultural industry continues to increase, facing challenges and opportunities. What strategies, strategies and tactics should be adopted by company A, as a large number of daily ceramic manufacturers, to ensure the development of the company and the establishment of its brand. This paper systematically studies the marketing channel model of A company's daily ceramic products, and according to the investigation data of the daily ceramic products' business operation status since 2010, it is investigating A company. Jingdezhen Ceramic Market, Tangshan Ceramic Market, Fujian Dehua Market, Chaozhou Market, etc. Based on the advantages and disadvantages of marketing channels in ceramic industry, the specific content of marketing channel optimization of daily ceramic products in company A is put forward. The implementation process and safeguard measures. Firstly, this paper expounds the relevant theory of marketing channel management; Secondly, it analyzes the existing marketing channel environment, opportunity and threat of daily ceramic in company A, and the problems and reasons of marketing channel in the process of marketing. Then, according to the relevant channel management theory, the paper puts forward the guiding ideology, principle and concrete content of marketing channel mode optimization of daily ceramic products in company A. And the marketing channel model of the product brand of company A has been optimized, the main optimization objects are team optimization, technical strategy, product optimization, brand strategy, channel strategy, promotion method and so on. Finally, this paper discusses the implementation process and safeguard measures of marketing channel optimization in A enterprise.
【學(xué)位授予單位】：廣東工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.721

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