Lenox公司日用瓷产品在中国市场的营销策略研究

发布时间：2018-03-29 11:56

本文选题：Lenox　切入点：日用瓷　出处：《对外经济贸易大学》2015年硕士论文

【摘要】：Lenox是美国首家生产陶瓷、水晶、家居饰品及金属礼品的集团公司,是美国第一个为白宫提供日用餐瓷的品牌,也是世界高端骨瓷行业的引领者。近年来,随着新兴陶瓷生产国的崛起和以中国为代表的发展中国家日用瓷产量的大幅增加,国际日用瓷市场竞争进入白热化,Lenox日用瓷的生产和销售格局也在不断变化。在诸多国际日用瓷品牌纷纷抢占中国市场时,2010年,Lenox以独家总代理方式进入中国,作为“后起之秀”,如何在中国这个日用瓷品牌竞争激烈的市场谋求生存和发展,值得深入思考。本文以市场营销理论为基础,以Lenox公司的日用瓷产品在中国的市场营销策略为研究对象,通过实地调研和问卷调查等方法获取行业信息,介绍了Lenox品牌在中国市场的发展现状,以波特五力模型和SWOT分析为工具,探讨了中国日用瓷市场环境中对Lenox日用瓷产品影响最大的因素,并结合Lenox日用瓷产品的优势、劣势、机会和威胁提出了应对策略。在此基础上,运用市场营销策略组合理论(4P),指出Lenox日用瓷营销策略的不足并分析原因,提出了改进建议:Lenox日用瓷产品应立足中国餐饮文化,融入中国人的生活,在明确品牌定位的基础上制定营销组合策略。论文强调了渠道整合和培养高端日用瓷消费群的重要性。本文在实证研究的基础上,提出了一些观点性的定性结论和建议,使研究成果对高端日用瓷产品的市场营销具有一定的现实价值。其中关于Lenox日用瓷产品在中国市场营销策略存在的问题及原因分析、Lenox中国市场营销策略的建议等不仅为国际高端日用瓷品牌制定中国市场的营销策略提供了参考,也为中国日用瓷产品走高端化道路开启了思路。
[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.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.71;F274

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