振兴景德镇日用陶瓷品牌策略研究
发布时间：2019-01-02 08:17
【摘要】： 陶瓷是景德镇称都之源,景德镇靠陶瓷产业支撑了上千年。纵观景德镇的历史,就是一部以陶瓷发展史为主题的历史,其瓷都地位和社会影响足以表明陶瓷在历史上对景德镇的巨大贡献。然而在改革开放二十年来的市场转制过程中,景德镇陶瓷业没有抓住机遇大力发展,景德镇这样一个千年老字号在激烈的市场竞争中节节败退、衰落,陶瓷营销落后可归为主要原因之一。本文通过对国内外陶瓷营销现状以及景德镇陶瓷优劣势、机遇和挑战的研究,结合景德镇陶瓷品牌现状及存在的问题,提出了景德镇陶瓷业发展的品牌对策措施。 当今时代,品牌已成为企业决胜市场的重要工具。如何科学地进行品牌运作,是当前景德镇日用陶瓷企业所面临的一项重大课题。然而,景德镇目前品牌存在着不少问题:市场定位不准,品牌单薄,陶瓷品牌宣传策略缺乏,品牌缺乏保护,品牌核心价值受到伤害,针对景德镇陶瓷品牌存在的问题,借鉴国外的成功经验、结合景德镇的实际情况,提出了有针对性的对策建议:(一)实施品牌经营;(二)打造景德镇特色的区域性品牌;(三)树立诚信品牌形象,培养消费者信任;(四)借用别人的品牌塑造自身品牌;(五)以重大事件为平台借势推广。 在写作过程中,本文运用理论研究与案例分析相结合的方法,比较注重实证性的研究,结合景德镇日用陶瓷品牌的调查与分析,提出了一些具有实际价值的建议,期望能对振兴景德镇日用陶瓷品牌有所参考。 本文共分五章,第一章绪论部分讲述了景德镇日用陶瓷过去的辉煌和现在的衰落,介绍了本论文的研究目标、内容、思路与方法以及研究意义;第二章分析了日用陶瓷行业的营销环境;第三章论述了自己所做的关于景德镇日用陶瓷品牌的调研状况;第四章论述了品牌与消费者行为理论,在此基础上提出了一些具有可行性的解决景德镇日用陶瓷品牌现状的对策;第五章对本研究作了总结以及论述了本研究的不足之处。
[Abstract]:Ceramic is Jingdezhen said the source of the city, Jingdezhen supported by the ceramic industry for thousands of years. The history of Jingdezhen is a history with the theme of the history of ceramic development. The status of porcelain capital and social influence can show the great contribution of ceramics to Jingdezhen in history. However, in the process of market transformation in the past 20 years of reform and opening up, Jingdezhen ceramics industry did not seize the opportunity to develop vigorously. Jingdezhen, a millennia old brand, has been losing ground and declining in the fierce market competition. Ceramic marketing backwardness can be attributed to one of the main reasons. Based on the research of the domestic and foreign ceramic marketing situation, the advantages and disadvantages, opportunities and challenges of Jingdezhen ceramics, combined with the current situation of Jingdezhen ceramic brand and the existing problems, this paper puts forward the brand countermeasures for the development of Jingdezhen ceramics industry. Nowadays, brand has become an important tool for enterprises to win the market. How to carry on the brand operation scientifically, is a major subject which the Jingdezhen daily use ceramic enterprise faces at present. However, there are many problems in Jingdezhen brand at present: market positioning is not correct, brand is thin, ceramic brand propaganda strategy is lacking, brand lacks protection, brand core value is damaged, and the problems of Jingdezhen ceramic brand are pointed out. Based on the successful experience of foreign countries and the actual situation of Jingdezhen, this paper puts forward some countermeasures and suggestions: (1) carrying out brand management; (2) build regional brand with Jingdezhen characteristics; (3) establish good faith brand image, cultivate consumer trust; (4) use others' brand to shape their own brand; (5) seize the opportunity to promote with the platform of major events. In the process of writing, this paper uses the method of combining theoretical research and case analysis, pays more attention to the empirical research, combined with the investigation and analysis of Jingdezhen daily ceramic brand, and puts forward some suggestions with practical value. Hope to revitalize Jingdezhen daily ceramic brand reference. This paper is divided into five chapters. The first chapter introduces the past glory and the present decline of Jingdezhen daily ceramics, and introduces the research objectives, contents, ideas, methods and research significance of this paper. The second chapter analyzes the marketing environment of domestic ceramics industry, the third chapter discusses the investigation and research situation of Jingdezhen daily ceramic brand. The fourth chapter discusses the theory of brand and consumer behavior, and puts forward some feasible countermeasures to solve the current situation of Jingdezhen daily ceramic brand. Chapter five summarizes the research and discusses the shortcomings of this study.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.71
本文编号：2398250
[Abstract]:Ceramic is Jingdezhen said the source of the city, Jingdezhen supported by the ceramic industry for thousands of years. The history of Jingdezhen is a history with the theme of the history of ceramic development. The status of porcelain capital and social influence can show the great contribution of ceramics to Jingdezhen in history. However, in the process of market transformation in the past 20 years of reform and opening up, Jingdezhen ceramics industry did not seize the opportunity to develop vigorously. Jingdezhen, a millennia old brand, has been losing ground and declining in the fierce market competition. Ceramic marketing backwardness can be attributed to one of the main reasons. Based on the research of the domestic and foreign ceramic marketing situation, the advantages and disadvantages, opportunities and challenges of Jingdezhen ceramics, combined with the current situation of Jingdezhen ceramic brand and the existing problems, this paper puts forward the brand countermeasures for the development of Jingdezhen ceramics industry. Nowadays, brand has become an important tool for enterprises to win the market. How to carry on the brand operation scientifically, is a major subject which the Jingdezhen daily use ceramic enterprise faces at present. However, there are many problems in Jingdezhen brand at present: market positioning is not correct, brand is thin, ceramic brand propaganda strategy is lacking, brand lacks protection, brand core value is damaged, and the problems of Jingdezhen ceramic brand are pointed out. Based on the successful experience of foreign countries and the actual situation of Jingdezhen, this paper puts forward some countermeasures and suggestions: (1) carrying out brand management; (2) build regional brand with Jingdezhen characteristics; (3) establish good faith brand image, cultivate consumer trust; (4) use others' brand to shape their own brand; (5) seize the opportunity to promote with the platform of major events. In the process of writing, this paper uses the method of combining theoretical research and case analysis, pays more attention to the empirical research, combined with the investigation and analysis of Jingdezhen daily ceramic brand, and puts forward some suggestions with practical value. Hope to revitalize Jingdezhen daily ceramic brand reference. This paper is divided into five chapters. The first chapter introduces the past glory and the present decline of Jingdezhen daily ceramics, and introduces the research objectives, contents, ideas, methods and research significance of this paper. The second chapter analyzes the marketing environment of domestic ceramics industry, the third chapter discusses the investigation and research situation of Jingdezhen daily ceramic brand. The fourth chapter discusses the theory of brand and consumer behavior, and puts forward some feasible countermeasures to solve the current situation of Jingdezhen daily ceramic brand. Chapter five summarizes the research and discusses the shortcomings of this study.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.71
【引证文献】
相关硕士学位论文 前3条
1 廖乃徵;景德镇陶瓷产品设计管理研究[D];景德镇陶瓷学院;2011年
2 李祖春;北流市陶瓷产业集群发展中的政府职能研究[D];广西大学;2011年
3 曹宇;法蓝瓷品牌管理研究[D];南昌大学;2012年
，本文编号：2398250
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