本文選題：景德鎮(zhèn) + 陶瓷產(chǎn)業(yè)集群�。� 參考：《海南大學》2013年碩士論文

【摘要】：景德鎮(zhèn)有著2700多年的制瓷歷史,是馳名海內(nèi)外的瓷都。其生產(chǎn)的陶瓷早在明朝時期就遠銷海外,為我國創(chuàng)造巨大貿(mào)易收入的同時也擴大了我國的聲譽。然而改革開放以來,景德鎮(zhèn)地區(qū)的陶瓷企業(yè)沒有很好的抓住這一歷史機遇,未能有效的改變經(jīng)營思路,及時的引進國外先進的生產(chǎn)工藝、設(shè)備,導致了景德鎮(zhèn)陶瓷產(chǎn)業(yè)集群逐步被其他地區(qū)的陶瓷產(chǎn)業(yè)集群追趕上,并有遠遠拋在身后之勢。為此,本文有針對性的對景德鎮(zhèn)陶瓷產(chǎn)業(yè)集群進行了研究,力求尋找景德鎮(zhèn)陶瓷產(chǎn)業(yè)集群的優(yōu)化方案,實現(xiàn)趕超戰(zhàn)略。 波特鉆石理論模型指出某一產(chǎn)業(yè)集群的競爭力主要取決于四個方面,分別是生產(chǎn)要素條件、需求條件、相關(guān)及支持產(chǎn)業(yè)條件、競爭環(huán)境條件等,另外還受到機遇和政府支持條件的影響。本文以波特鉆石模型為理論基礎(chǔ),利用相關(guān)統(tǒng)計數(shù)據(jù)以及大量實地訪談中得到的信息,分別對影響景德鎮(zhèn)陶瓷產(chǎn)業(yè)集群競爭力的上述因素的現(xiàn)狀進行客觀描述,分析現(xiàn)狀下產(chǎn)業(yè)集群內(nèi)存在的問題,得出競爭力低,亟待優(yōu)化的結(jié)論。 同時,采取問卷調(diào)查的形式,選取10位分別來自企業(yè)、政府、工藝美術(shù)等領(lǐng)域的專家,組成專家小組。運用德爾菲法,就影響景德鎮(zhèn)陶瓷產(chǎn)業(yè)集群競爭力的各因素的相對重要性問題進行三輪調(diào)查訪談,最終得出一致性結(jié)果。在此基礎(chǔ)上,運用AHP法,計算影響景德鎮(zhèn)陶瓷產(chǎn)業(yè)集群競爭力中各因素的權(quán)重,按各因素的權(quán)重順序分成三個層次進行排序。第一層次(權(quán)重：0.10—0.35)：人力資源要素、資本要素、國內(nèi)需求。第二層次(權(quán)重：0.05—0.10)：自然資源要素、國內(nèi)競爭環(huán)境。第三層次(權(quán)重：0.00—0.05)：基礎(chǔ)建設(shè)要素、相關(guān)及支持行業(yè)、國際競爭環(huán)境、國際需求。 最后,綜合專家的意見建議,就占權(quán)重較大的幾個因素和產(chǎn)業(yè)集群中主要存在的問題進行優(yōu)化,得出以下幾點結(jié)論： (1)人力資源要素優(yōu)化方面,首先提出了景德鎮(zhèn)陶瓷產(chǎn)業(yè)集群未來人才應(yīng)具備的素質(zhì),包括：了解陶瓷制作工藝與陶瓷鑒賞的一般性知識,對陶瓷文化、民族傳統(tǒng)文化以及海外各國文化有一定的了解,具備企業(yè)經(jīng)營管理知識與產(chǎn)業(yè)整合能力,具備品牌營銷能力,精通信息化、互聯(lián)網(wǎng)科技等。在此基礎(chǔ)上提出了,以企業(yè)對人才的需求為導向,改進高校人才培養(yǎng)模式和加強企業(yè)內(nèi)部培訓的優(yōu)化方案。(2)資本要素優(yōu)化從兩個方面著手,一方面優(yōu)化中小陶瓷企業(yè)內(nèi)部財務(wù)管理,完善治理結(jié)構(gòu),為之后融資的順利執(zhí)行打好基礎(chǔ)；另一方面,政府牽頭建立中小企業(yè)貸款擔保機構(gòu),促進銀行創(chuàng)新中小企業(yè)融資模式,完善中小企業(yè)融資相關(guān)的法律法規(guī),激活民間融資市場。(3)營銷方面的優(yōu)化分為兩個部分,一是對品牌營銷的優(yōu)化,一是對營銷渠道的優(yōu)化。品牌營銷強調(diào)了企業(yè)在實行品牌戰(zhàn)略時培養(yǎng)內(nèi)部營銷人員的品牌意識,建立符合品牌形象的企業(yè)文化；充分挖掘景德鎮(zhèn)陶瓷文化的內(nèi)涵,融入到企業(yè)品牌中；全面提升售前售后服務(wù),在終端給顧客營造良好的企業(yè)品牌形象。營銷渠道方面的優(yōu)化強調(diào)了拓展高端展示營銷渠道,要求陶瓷企業(yè)積極參與各大交易會,開辟直營終端,充分利用信息技術(shù),開拓電子商務(wù)渠道,做好海外市場調(diào)研,開辟歐美陶瓷市場。 由于數(shù)據(jù)、資料的難獲取,調(diào)研時所采集的樣本有限,以及專家給出影響景德鎮(zhèn)陶瓷產(chǎn)業(yè)集群重要性賦值時可能帶有一定的個人主觀性,導致對景德鎮(zhèn)陶瓷產(chǎn)業(yè)集群研究分析的深度可能不足,有進一步研究的空間。另外,本文只針對占權(quán)重比較大的影響因素和存在的主要問題進行了優(yōu)化策略,略顯局限,在其他方面亦可以提出相應(yīng)的優(yōu)化策略。
[Abstract]:Jingdezhen has a history of porcelain making for more than 2700 years. It is a famous porcelain capital both at home and abroad. The porcelain produced in the Ming Dynasty has been sold abroad in the Ming Dynasty. It has created huge trade income for our country and expanded the reputation of our country. However, since the reform and opening up, the ceramic enterprises in Jingdezhen have not been able to seize this historical opportunity and have not been effective. The change of management ideas, the timely introduction of foreign advanced production technology, equipment, led to the Jingdezhen ceramic industrial cluster is gradually catching up with the ceramic industry clusters in other areas, and is far behind the potential. Therefore, this paper aims to study the Jingdezhen ceramic industry cluster, and strive to find the Jingdezhen ceramic industry. The optimization scheme of the cluster is used to achieve the catch up strategy.
The Potter diamond theoretical model points out that the competitiveness of a certain industrial cluster depends mainly on four aspects, namely, the conditions of production factors, demand conditions, related and supporting industrial conditions, competitive environment conditions, and the influence of opportunities and government support conditions. This paper takes the Potter diamond model as the theoretical basis and uses the relevant statistical data. As well as the information obtained in a large number of field interviews, the present situation of the factors affecting the competitiveness of Jingdezhen ceramic industry cluster is described objectively, and the existing problems in the industrial cluster are analyzed, and the conclusion that the competitiveness is low and needs to be optimized urgently.
At the same time, in the form of questionnaire survey, 10 experts from enterprises, government, arts and crafts and other fields were selected to form an expert group. By the Delphi method, the relative importance of the factors affecting the competitiveness of Jingdezhen ceramic industry cluster was investigated and interviewed, and the results of consistency were finally obtained. On this basis, the AH was used. P method is used to calculate the weight of the factors affecting the competitiveness of Jingdezhen ceramic industry cluster. According to the weight sequence of various factors, the ranking is divided into three levels. The first level (weight: 0.10 to 0.35): human resource elements, capital elements, domestic demand. Second levels (weight: 0.05 to 0.10): natural resource elements, domestic competitive environment. Third layers Times (weight: 0 - 0.05): infrastructure elements, related and supporting industries, international competition environment, international demand.
Finally, the experts' opinions and suggestions are put forward to optimize the factors that weigh a lot and the main problems existing in the industrial cluster.
(1) to optimize the factors of human resources, first of all, we put forward the qualities that the Jingdezhen ceramic industry cluster should have in the future, including: understanding the general knowledge of ceramic production technology and ceramic appreciation, understanding the ceramic culture, the national traditional culture and the overseas culture, and having the enterprise management knowledge and the industry integration ability. It has the ability of brand marketing, knowledge of information, Internet technology and so on. Based on this, it is put forward on this basis, to improve the training mode of talents and the optimization plan of internal training in enterprises. (2) the optimization of capital factors from two aspects, on the one hand, optimize the internal financial management of small and medium-sized ceramic enterprises, Good governance structure, for the smooth implementation of financing for the smooth implementation of the foundation; on the other hand, the government led the establishment of small and medium-sized enterprise loan guarantee institutions, promote the bank innovation of SMEs financing model, improve SMEs financing related laws and regulations, activate the private financing market. (3) the marketing optimization is divided into two parts, one is the brand camp. The optimization of marketing channel is to optimize the marketing channel. Brand marketing emphasizes the brand awareness of the internal marketing personnel in the implementation of the brand strategy and the establishment of the enterprise culture that conforms to the brand image; fully excavate the connotation of Jingdezhen ceramic culture and integrate into the enterprise brand; improve the service of pre sale and after sale in an all-round way and give the customer camp at the terminal. The optimization of marketing channels emphasizes the expansion of high-end display marketing channels, requires ceramic enterprises to actively participate in the major trade fairs, open up direct terminals, make full use of information technology, open up electronic business channels, do a good job in overseas market research and open the European and American ceramic market.
Because of the data, the difficult to obtain the data, the limited samples collected during the investigation, and the experts may have some personal subjectivity when the importance of the Jingdezhen ceramic industry cluster is given, which may lead to the depth of the research and analysis of the Jingdezhen ceramic industry cluster and the further research space. In addition, this article only aims at the right to occupy the power. The optimization strategy is limited, and the corresponding optimization strategies can be put forward in other aspects.
【學位授予單位】：海南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.721

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