A公司日用陶瓷产品营销策略优化研究

发布时间：2018-01-02 23:46

本文关键词：A公司日用陶瓷产品营销策略优化研究　出处：《广东工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：我国日用陶瓷的历史由来已久,特别到改革开放后,日用陶瓷行业得到了迅速的发展,陶瓷企业遍布全国,到目前已形成了江西省景德镇、河北唐山、邯郸、山东淄博、江苏宜兴、湖南醴陵、福建德化、广东佛山、湛江、汕头、潮州、辽宁海城等重点陶瓷产区。据不完全统计,我国目前有日用陶瓷生产企业超过8000家,其中1000余家企业为国有或集体所有；我国日用陶瓷产量及出口量均占世界第一,出口比例超过50%。 2000年以来,国内经济的不断发展使日用陶瓷产业得到长足发展,依靠国内廉价的劳动力成本和原料资源优势,中国日用陶瓷企业和产品的综合竞争力不断增强。但由于陶瓷行业产能的迅速扩张,使原材料市场出现供给失衡局面,导致部分原材料价格大幅上涨。同时,受国际市场影响,如欧债危机使中国陶瓷出口受欧盟、巴西、墨西哥等多国反倾销调查,阿根廷、韩国、泰国、印度等国都加入了反倾销调查的行列,使中国陶瓷的出口形势日益严峻。另一方面,国内产能的快速扩张使本来日用陶瓷市场供大于求的局面更加恶劣,公司及产品层面上的竞争呈现无序化,价格竞争占主流,通过降低价格来获取更多市场份额的同时,陶瓷生产公司的利润大幅下降,行业整体盈利能力明显减弱。日用陶瓷企业在经历了这么多年的发展之后,面对买方市场的竞争局面,也努力的化压力为动力,革新技术,创新产品,在激烈的市场竞争中去把握主动权,加上近年来国家提出文化产业振兴的号召,使各级政府对文化产业的支持力度不断加大,面对挑战与机遇,作为众多日用陶瓷生产型的A公司应该采取哪些战略、策略、战术,用以保障公司的发展和品牌的建立。本文系统地研究了A公司日用陶瓷产品营销渠道模式,并根据2010年来A公司日用陶瓷产品的业务经营状况的调查数据,在考察A公司、景德镇陶瓷市场、唐山陶瓷市场、福建德化市场、潮州市场等后,基于陶瓷行业营销渠道优劣势与利弊的基础上提出了A公司日用陶瓷产品营销渠道优化的具体内容、实施过程以及保障措施。本文首先阐述了营销渠道管理的相关理论；其次,分析了A公司日用陶瓷的现有营销渠道环境、机会与威胁,以及在营销过程中营销渠道存在的问题及其原因；然后,依据相关渠道管理理论,提出A公司日用陶瓷产品营销渠道模式优化的指导思想、原则及具体内容,并分别A公司的产品品牌的营销渠道模式进行了优化,主要优化对象有团队优化、技术策略、产品优化、品牌策略、渠道策略、促销方式等；本文最后探讨了A企业营销渠道模式优化的实施过程及保障措施。
[Abstract]:China has a long history of domestic ceramics, especially to the reform and opening up, the daily ceramic industry has been rapid development, ceramic enterprises throughout the country, has now formed Jiangxi Province Jingdezhen, Hebei Tangshan, Handan. Shandong Zibo, Jiangsu Yixing, Hunan Liling, Fujian Dehua, Guangdong Foshan, Zhanjiang, Shantou, Chaozhou, Liaoning Haicheng and other key ceramic production areas. According to incomplete statistics. At present, there are more than 8000 domestic ceramic enterprises in our country, among which more than 1000 enterprises are owned by the state or collectives. Our daily ceramic output and export volume are the first in the world, the proportion of export more than 50. Since 2000, with the development of domestic economy, the domestic ceramic industry has made great progress, relying on the advantages of cheap labor costs and raw material resources. The comprehensive competitiveness of China's domestic ceramic enterprises and products is increasing. However, due to the rapid expansion of ceramic industry capacity, the raw material market has a supply imbalance, leading to a substantial rise in the prices of some raw materials. Influenced by the international market, such as the European debt crisis, China's ceramics exports are subject to anti-dumping investigations by the European Union, Brazil, Mexico and other countries, Argentina, South Korea, Thailand, India and other countries have joined the ranks of anti-dumping investigations. On the other hand, the rapid expansion of domestic production capacity has made the situation that the supply of domestic ceramics exceeded demand even worse, and the competition at the company and product level is disorderly. Price competition is the mainstream, by lowering prices to gain more market share, ceramic companies' profits have fallen sharply, and the overall profitability of the industry has weakened significantly. After so many years of development, the domestic ceramic enterprises face the competition situation of the buyer's market, but also try their best to turn the pressure into the motive force, innovate the technology, innovate the products, and grasp the initiative in the fierce market competition. In addition, in recent years, the government has put forward the call to revitalize the cultural industry, so that the government at all levels of support for the cultural industry continues to increase, facing challenges and opportunities. What strategies, strategies and tactics should be adopted by company A, as a large number of daily ceramic manufacturers, to ensure the development of the company and the establishment of its brand. This paper systematically studies the marketing channel model of A company's daily ceramic products, and according to the investigation data of the daily ceramic products' business operation status since 2010, it is investigating A company. Jingdezhen Ceramic Market, Tangshan Ceramic Market, Fujian Dehua Market, Chaozhou Market, etc. Based on the advantages and disadvantages of marketing channels in ceramic industry, the specific content of marketing channel optimization of daily ceramic products in company A is put forward. The implementation process and safeguard measures. Firstly, this paper expounds the relevant theory of marketing channel management; Secondly, it analyzes the existing marketing channel environment, opportunity and threat of daily ceramic in company A, and the problems and reasons of marketing channel in the process of marketing. Then, according to the relevant channel management theory, the paper puts forward the guiding ideology, principle and concrete content of marketing channel mode optimization of daily ceramic products in company A. And the marketing channel model of the product brand of company A has been optimized, the main optimization objects are team optimization, technical strategy, product optimization, brand strategy, channel strategy, promotion method and so on. Finally, this paper discusses the implementation process and safeguard measures of marketing channel optimization in A enterprise.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.721

【参考文献】