本文關(guān)鍵詞： 日用陶瓷 品牌 營銷策略 優(yōu)化　出處：《山東理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：陶瓷是中華民族對世界文明的偉大貢獻(xiàn)。近年來,隨著改革的縱向深入和民營企業(yè)的發(fā)展壯大,我國陶瓷產(chǎn)業(yè)迅速回溫,并保持較高的增長勢頭。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。根據(jù)最新數(shù)據(jù)統(tǒng)計,近年來,日用陶瓷增長遠(yuǎn)高于陶瓷行業(yè)整體水平。隨著經(jīng)濟社會的不斷發(fā)展,人民收入逐漸增多,受教育水平及生活消費水平等也逐步提高,對陶瓷的需求量隨之增大,同時,對陶瓷的質(zhì)量、藝術(shù)化等要求也越來越高,另一方面,由于個體收入水平及審美差異等,陶瓷市場呈現(xiàn)出多元化的特征。行業(yè)政策方面,國家鼓勵陶瓷行業(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,國際陶瓷業(yè)的減產(chǎn)也給我國陶瓷業(yè)帶來巨大的商機。然而目前我國陶瓷行業(yè)仍存在一些問題,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;二是在國際陶瓷市場缺乏民族品牌,我國陶瓷行業(yè)缺乏在國際市場建立民族品牌的優(yōu)勢。GYXCL公司位于山東陶瓷產(chǎn)區(qū),是中國最大的陶瓷產(chǎn)區(qū)之一,陶瓷企業(yè)60多家,面對機遇與挑戰(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)型升級進(jìn)程獲得競爭優(yōu)勢。本文首先介紹了研究背景、意義、內(nèi)容和框架,對論文中用到的相關(guān)理論概念進(jìn)行綜述,為后文分析做鋪墊;緊接著對GYXCL公司進(jìn)行簡介,從人員、研發(fā)、品牌、渠道、促銷等方面,提出GYXCL公司日用陶瓷品營銷策略目前存在的問題,隨后結(jié)合國內(nèi)日用陶瓷營銷宏觀、微觀環(huán)境分析,對比上海漢光、浙江楠宋、江西高淳日用陶瓷營銷策略特點,利用SWOT分析方法,分析GYXCL公司日用陶瓷品營銷優(yōu)勢、劣勢、機遇、威脅,并運用4Ps營銷理論、STP理論、長尾理論等市場營銷學(xué)原理,在市場調(diào)研的基礎(chǔ)上進(jìn)行目標(biāo)市場定位并細(xì)分,從而對其日用陶瓷品營銷策略進(jìn)行了優(yōu)化,包括產(chǎn)品策略、團隊建設(shè)策略、渠道策略、促銷策略等方面,同時提出了日用陶瓷營銷策略實施的保障措施,主要包括營銷組織建設(shè)、市場導(dǎo)向績效考評、營銷人員招聘培訓(xùn)、營銷平臺建設(shè)升級。本文的最后對研究內(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)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.71

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