本文選題：Lenox　切入點(diǎn)：日用瓷　出處：《對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)》2015年碩士論文

【摘要】：Lenox是美國(guó)首家生產(chǎn)陶瓷、水晶、家居飾品及金屬禮品的集團(tuán)公司,是美國(guó)第一個(gè)為白宮提供日用餐瓷的品牌,也是世界高端骨瓷行業(yè)的引領(lǐng)者。近年來,隨著新興陶瓷生產(chǎn)國(guó)的崛起和以中國(guó)為代表的發(fā)展中國(guó)家日用瓷產(chǎn)量的大幅增加,國(guó)際日用瓷市場(chǎng)競(jìng)爭(zhēng)進(jìn)入白熱化,Lenox日用瓷的生產(chǎn)和銷售格局也在不斷變化。在諸多國(guó)際日用瓷品牌紛紛搶占中國(guó)市場(chǎng)時(shí),2010年,Lenox以獨(dú)家總代理方式進(jìn)入中國(guó),作為“后起之秀”,如何在中國(guó)這個(gè)日用瓷品牌競(jìng)爭(zhēng)激烈的市場(chǎng)謀求生存和發(fā)展,值得深入思考。本文以市場(chǎng)營(yíng)銷理論為基礎(chǔ),以Lenox公司的日用瓷產(chǎn)品在中國(guó)的市場(chǎng)營(yíng)銷策略為研究對(duì)象,通過實(shí)地調(diào)研和問卷調(diào)查等方法獲取行業(yè)信息,介紹了Lenox品牌在中國(guó)市場(chǎng)的發(fā)展現(xiàn)狀,以波特五力模型和SWOT分析為工具,探討了中國(guó)日用瓷市場(chǎng)環(huán)境中對(duì)Lenox日用瓷產(chǎn)品影響最大的因素,并結(jié)合Lenox日用瓷產(chǎn)品的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅提出了應(yīng)對(duì)策略。在此基礎(chǔ)上,運(yùn)用市場(chǎng)營(yíng)銷策略組合理論(4P),指出Lenox日用瓷營(yíng)銷策略的不足并分析原因,提出了改進(jìn)建議:Lenox日用瓷產(chǎn)品應(yīng)立足中國(guó)餐飲文化,融入中國(guó)人的生活,在明確品牌定位的基礎(chǔ)上制定營(yíng)銷組合策略。論文強(qiáng)調(diào)了渠道整合和培養(yǎng)高端日用瓷消費(fèi)群的重要性。本文在實(shí)證研究的基礎(chǔ)上,提出了一些觀點(diǎn)性的定性結(jié)論和建議,使研究成果對(duì)高端日用瓷產(chǎn)品的市場(chǎng)營(yíng)銷具有一定的現(xiàn)實(shí)價(jià)值。其中關(guān)于Lenox日用瓷產(chǎn)品在中國(guó)市場(chǎng)營(yíng)銷策略存在的問題及原因分析、Lenox中國(guó)市場(chǎng)營(yíng)銷策略的建議等不僅為國(guó)際高端日用瓷品牌制定中國(guó)市場(chǎng)的營(yíng)銷策略提供了參考,也為中國(guó)日用瓷產(chǎn)品走高端化道路開啟了思路。
[Abstract]:Lenox is the first manufacturer of ceramics, crystals, home accessories and metal gifts in the United States. It is the first brand in the United States to provide daily dining porcelain to the White House. It is also a leader in the world's high-end bone porcelain industry in recent years. With the rise of emerging ceramic producers and the dramatic increase in daily porcelain production in developing countries, represented by China, The international daily porcelain market competition has entered the white-hot Lenox daily porcelain production and sales pattern is also constantly changing. In many international daily porcelain brands one after another to occupy the Chinese market, in 2010, Lenox entered China as an exclusive general agent. As a rising star, how to survive and develop in the competitive market of daily porcelain brand in China is worth thinking deeply. Taking the marketing strategy of daily porcelain products of Lenox Company in China as the research object, this paper introduces the development status of Lenox brand in Chinese market by means of field investigation and questionnaire survey. Based on Porter's five-force model and SWOT analysis, this paper discusses the factors that have the greatest influence on Lenox daily porcelain products in the market environment of China's daily porcelain, and combines the advantages and disadvantages of Lenox daily porcelain products. On the basis of the theory of marketing strategy combination, this paper points out the shortage of Lenox daily porcelain marketing strategy and analyzes the reasons, and puts forward some suggestions to improve the product of Lenox daily porcelain, which should be based on Chinese food and beverage culture. This paper emphasizes the importance of channel integration and cultivation of high-end daily porcelain consumers. Some qualitative conclusions and recommendations are put forward. The research results have certain practical value for the marketing of high-end daily porcelain products. The problems and reasons of the marketing strategy of Lenox daily porcelain products in China are analyzed and the suggestions on the marketing strategies of Lenox products in China are put forward. It not only provides a reference for the international high-end daily porcelain brand to establish the marketing strategy of China market, Also for China's daily porcelain products to take the high-end road to open the way.
【學(xué)位授予單位】：對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F416.71;F274

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