GYXCL公司日用陶瓷品营销策略优化研究

发布时间：2018-02-22 18:15

本文关键词： 日用陶瓷品牌营销策略优化　出处：《山东理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：陶瓷是中华民族对世界文明的伟大贡献。近年来,随着改革的纵向深入和民营企业的发展壮大,我国陶瓷产业迅速回温,并保持较高的增长势头。日用陶瓷作为人们日常生活中不可或缺的生活用品,与塑料、金属等日用品相比,日用陶瓷更加安全、卫生,且具有不可替代性、易于洗涤、热稳定性好等优点。根据最新数据统计,近年来,日用陶瓷增长远高于陶瓷行业整体水平。随着经济社会的不断发展,人民收入逐渐增多,受教育水平及生活消费水平等也逐步提高,对陶瓷的需求量随之增大,同时,对陶瓷的质量、艺术化等要求也越来越高,另一方面,由于个体收入水平及审美差异等,陶瓷市场呈现出多元化的特征。行业政策方面,国家鼓励陶瓷行业进行技术创新,推进日用陶瓷传统工艺的技术改造,提高日用陶瓷出口创汇率和产品附加值。另外,国际陶瓷业的减产也给我国陶瓷业带来巨大的商机。然而目前我国陶瓷行业仍存在一些问题,主要体现在整体档次偏低:一是装备和技术与世界先进水平相比还有一定差距;二是在国际陶瓷市场缺乏民族品牌,我国陶瓷行业缺乏在国际市场建立民族品牌的优势。GYXCL公司位于山东陶瓷产区,是中国最大的陶瓷产区之一,陶瓷企业60多家,面对机遇与挑战,GYXCL公司应采取必要措施保障公司的发展和品牌的确立,从而在产业转型升级进程获得竞争优势。本文首先介绍了研究背景、意义、内容和框架,对论文中用到的相关理论概念进行综述,为后文分析做铺垫;紧接着对GYXCL公司进行简介,从人员、研发、品牌、渠道、促销等方面,提出GYXCL公司日用陶瓷品营销策略目前存在的问题,随后结合国内日用陶瓷营销宏观、微观环境分析,对比上海汉光、浙江楠宋、江西高淳日用陶瓷营销策略特点,利用SWOT分析方法,分析GYXCL公司日用陶瓷品营销优势、劣势、机遇、威胁,并运用4Ps营销理论、STP理论、长尾理论等市场营销学原理,在市场调研的基础上进行目标市场定位并细分,从而对其日用陶瓷品营销策略进行了优化,包括产品策略、团队建设策略、渠道策略、促销策略等方面,同时提出了日用陶瓷营销策略实施的保障措施,主要包括营销组织建设、市场导向绩效考评、营销人员招聘培训、营销平台建设升级。本文的最后对研究内容进行了总结。
[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.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.71

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