本文關(guān)鍵詞： 日用陶瓷 品牌 營(yíng)銷(xiāo)策略 優(yōu)化　出處：《山東理工大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：陶瓷是中華民族對(duì)世界文明的偉大貢獻(xiàn)。近年來(lái),隨著改革的縱向深入和民營(yíng)企業(yè)的發(fā)展壯大,我國(guó)陶瓷產(chǎn)業(yè)迅速回溫,并保持較高的增長(zhǎng)勢(shì)頭。日用陶瓷作為人們?nèi)粘Ｉ钪胁豢苫蛉钡纳钣闷?與塑料、金屬等日用品相比,日用陶瓷更加安全、衛(wèi)生,且具有不可替代性、易于洗滌、熱穩(wěn)定性好等優(yōu)點(diǎn)。根據(jù)最新數(shù)據(jù)統(tǒng)計(jì),近年來(lái),日用陶瓷增長(zhǎng)遠(yuǎn)高于陶瓷行業(yè)整體水平。隨著經(jīng)濟(jì)社會(huì)的不斷發(fā)展,人民收入逐漸增多,受教育水平及生活消費(fèi)水平等也逐步提高,對(duì)陶瓷的需求量隨之增大,同時(shí),對(duì)陶瓷的質(zhì)量、藝術(shù)化等要求也越來(lái)越高,另一方面,由于個(gè)體收入水平及審美差異等,陶瓷市場(chǎng)呈現(xiàn)出多元化的特征。行業(yè)政策方面,國(guó)家鼓勵(lì)陶瓷行業(yè)進(jìn)行技術(shù)創(chuàng)新,推進(jìn)日用陶瓷傳統(tǒng)工藝的技術(shù)改造,提高日用陶瓷出口創(chuàng)匯率和產(chǎn)品附加值。另外,國(guó)際陶瓷業(yè)的減產(chǎn)也給我國(guó)陶瓷業(yè)帶來(lái)巨大的商機(jī)。然而目前我國(guó)陶瓷行業(yè)仍存在一些問(wèn)題,主要體現(xiàn)在整體檔次偏低:一是裝備和技術(shù)與世界先進(jìn)水平相比還有一定差距;二是在國(guó)際陶瓷市場(chǎng)缺乏民族品牌,我國(guó)陶瓷行業(yè)缺乏在國(guó)際市場(chǎng)建立民族品牌的優(yōu)勢(shì)。GYXCL公司位于山東陶瓷產(chǎn)區(qū),是中國(guó)最大的陶瓷產(chǎn)區(qū)之一,陶瓷企業(yè)60多家,面對(duì)機(jī)遇與挑戰(zhàn),GYXCL公司應(yīng)采取必要措施保障公司的發(fā)展和品牌的確立,從而在產(chǎn)業(yè)轉(zhuǎn)型升級(jí)進(jìn)程獲得競(jìng)爭(zhēng)優(yōu)勢(shì)。本文首先介紹了研究背景、意義、內(nèi)容和框架,對(duì)論文中用到的相關(guān)理論概念進(jìn)行綜述,為后文分析做鋪墊;緊接著對(duì)GYXCL公司進(jìn)行簡(jiǎn)介,從人員、研發(fā)、品牌、渠道、促銷(xiāo)等方面,提出GYXCL公司日用陶瓷品營(yíng)銷(xiāo)策略目前存在的問(wèn)題,隨后結(jié)合國(guó)內(nèi)日用陶瓷營(yíng)銷(xiāo)宏觀、微觀環(huán)境分析,對(duì)比上海漢光、浙江楠宋、江西高淳日用陶瓷營(yíng)銷(xiāo)策略特點(diǎn),利用SWOT分析方法,分析GYXCL公司日用陶瓷品營(yíng)銷(xiāo)優(yōu)勢(shì)、劣勢(shì)、機(jī)遇、威脅,并運(yùn)用4Ps營(yíng)銷(xiāo)理論、STP理論、長(zhǎng)尾理論等市場(chǎng)營(yíng)銷(xiāo)學(xué)原理,在市場(chǎng)調(diào)研的基礎(chǔ)上進(jìn)行目標(biāo)市場(chǎng)定位并細(xì)分,從而對(duì)其日用陶瓷品營(yíng)銷(xiāo)策略進(jìn)行了優(yōu)化,包括產(chǎn)品策略、團(tuán)隊(duì)建設(shè)策略、渠道策略、促銷(xiāo)策略等方面,同時(shí)提出了日用陶瓷營(yíng)銷(xiāo)策略實(shí)施的保障措施,主要包括營(yíng)銷(xiāo)組織建設(shè)、市場(chǎng)導(dǎo)向績(jī)效考評(píng)、營(yíng)銷(xiāo)人員招聘培訓(xùn)、營(yíng)銷(xiāo)平臺(tái)建設(shè)升級(jí)。本文的最后對(duì)研究?jī)?nèi)容進(jìn)行了總結(jié)。
[Abstract]:Ceramics is the great contribution of the Chinese nation to the world civilization. In recent years, with the deepening of the reform and the development of the private enterprises, the ceramic industry of our country has rapidly returned to temperature. Daily ceramics are more safe, sanitary, irreplaceable and easy to wash than plastics, metals and other daily necessities. According to the latest statistics, in recent years, the growth of domestic ceramics is much higher than that of the ceramic industry as a whole. With the development of economy and society, people's income is gradually increasing. The level of education and the standard of living and consumption have also been gradually improved, and the demand for ceramics has increased. At the same time, the requirements for the quality and artistry of ceramics are becoming increasingly high. On the other hand, due to individual income levels and aesthetic differences, The ceramic market is characterized by diversity. In terms of industry policy, the state encourages the ceramic industry to carry out technological innovation, promote the technical transformation of the traditional technology of domestic ceramics, and increase the rate of export foreign exchange and the added value of products for domestic ceramics. The reduction of international ceramic industry also brings great business opportunities to China's ceramic industry. However, there are still some problems in China's ceramic industry at present, mainly reflected in the low overall grade: first, there is a certain gap between equipment and technology compared with the advanced level of the world; Second, there is a lack of national brands in the international ceramic market. The Chinese ceramic industry lacks the advantage of establishing national brands in the international market. GYXCL is located in Shandong Ceramic production area. It is one of the largest ceramic production areas in China, with more than 60 ceramic enterprises. In the face of opportunities and challenges, GYXCL should take necessary measures to ensure the company's development and brand establishment so as to gain a competitive advantage in the process of industrial transformation and upgrading. This paper first introduces the research background, significance, content and framework. The related theoretical concepts used in the paper are summarized, which will pave the way for the following analysis. Then, the GYXCL company will be introduced in terms of personnel, R & D, brand, channel, promotion, etc. This paper puts forward the problems existing in the marketing strategy of daily ceramic products in GYXCL Company, and then compares the characteristics of daily ceramic marketing strategies in Shanghai, Hanguang, Zhejiang and Gaochun, Jiangxi Province, combining with the macro and micro environment analysis of domestic daily ceramics marketing. By using SWOT analysis method, this paper analyzes the marketing advantages, disadvantages, opportunities and threats of daily ceramic products in GYXCL Company, and applies the 4Ps marketing theory to the marketing principles such as STP theory, long tail theory, etc. On the basis of market research, the target market is positioned and subdivided, and the marketing strategy of daily ceramic products is optimized, including product strategy, team building strategy, channel strategy, promotion strategy and so on. At the same time, it puts forward the safeguard measures of daily ceramic marketing strategy, including marketing organization construction, market-oriented performance evaluation, marketing personnel recruitment and training, marketing platform construction and upgrading. Finally, the research content is summarized.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F426.71

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