【摘要】：選取景德鎮(zhèn)景泰陶瓷有限公司作為研究對象,對其市場營銷環(huán)境和體系進行深入探討,指出優(yōu)勢與不足,進一步提出較為科學(xué)完善的營銷策略。這對景德鎮(zhèn)景泰陶瓷有限公司來說,將是一個非常有意義的研究,可以提高其競爭力,適應(yīng)市場環(huán)境,對其他行業(yè)也有著借鑒指導(dǎo)的作用。為了研究陶瓷公司的營銷策略,通過研究陶瓷公司面臨的外部環(huán)境和行業(yè)環(huán)境,運用五力競爭模型分析,對陶瓷行業(yè)競爭做出分析,進一步指出未來的發(fā)展趨勢,并研究成本和技術(shù)在陶瓷行業(yè)上的重要作用,以此剖析營銷策略,找出現(xiàn)存的不足和優(yōu)勢。最后應(yīng)用SWOT分析方法總結(jié)分析陶瓷企業(yè)的優(yōu)勢和劣勢,機遇及挑戰(zhàn)。在以上的基礎(chǔ)上還有對行業(yè)的競爭狀況和市場進行深度剖析,并以陶瓷公司的實際市場情況為出發(fā)點,制定出以4C組合營銷策略為主,輔以4P組合營銷策略的較科學(xué)完善的營銷手段。并通過一定的手段保障該策略的有效實施,這個策略里還提出了降低成本,提高創(chuàng)新水平的相應(yīng)措施。
[Abstract]:Jingdezhen Jingtai Ceramics Co., Ltd. is selected as the research object, the marketing environment and system of Jingdezhen Ceramics Co., Ltd. are discussed in depth, the advantages and disadvantages are pointed out, and more scientific and perfect marketing strategies are put forward. For Jingdezhen Jingtai Ceramics Co., Ltd., it will be a very meaningful research, can improve its competitiveness, adapt to the market environment, and also have a reference to other industries. In order to study the marketing strategy of ceramic companies, by studying the external environment and industry environment faced by ceramic companies, using the five-force competition model to analyze the ceramic industry competition, and further point out the future development trend. The important role of cost and technology in ceramic industry is studied to analyze the marketing strategy and find out the existing shortcomings and advantages. Finally, the advantages and disadvantages, opportunities and challenges of ceramic enterprises are summarized and analyzed by SWOT analysis method. On the basis of the above, we also have a deep analysis of the competition situation and the market of the industry, and taking the actual market situation of the ceramic company as the starting point, we have formulated the 4C combination marketing strategy. With 4 P combination marketing strategy of more scientific and perfect marketing means. It also puts forward some measures to reduce the cost and improve the innovation level through certain means to ensure the effective implementation of the strategy.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.71;F274

【參考文獻】

相關(guān)期刊論文 前1條

1 許劍雄;余慧;;景德鎮(zhèn)陶瓷產(chǎn)業(yè)的發(fā)展現(xiàn)狀[J];佛山陶瓷;2014年05期

，

本文編號：2404600