景泰陶瓷公司营销策略研究
发布时间：2019-01-08 12:33
【摘要】：选取景德镇景泰陶瓷有限公司作为研究对象,对其市场营销环境和体系进行深入探讨,指出优势与不足,进一步提出较为科学完善的营销策略。这对景德镇景泰陶瓷有限公司来说,将是一个非常有意义的研究,可以提高其竞争力,适应市场环境,对其他行业也有着借鉴指导的作用。为了研究陶瓷公司的营销策略,通过研究陶瓷公司面临的外部环境和行业环境,运用五力竞争模型分析,对陶瓷行业竞争做出分析,进一步指出未来的发展趋势,并研究成本和技术在陶瓷行业上的重要作用,以此剖析营销策略,找出现存的不足和优势。最后应用SWOT分析方法总结分析陶瓷企业的优势和劣势,机遇及挑战。在以上的基础上还有对行业的竞争状况和市场进行深度剖析,并以陶瓷公司的实际市场情况为出发点,制定出以4C组合营销策略为主,辅以4P组合营销策略的较科学完善的营销手段。并通过一定的手段保障该策略的有效实施,这个策略里还提出了降低成本,提高创新水平的相应措施。
[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.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.71;F274
本文编号：2404600
[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.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.71;F274
【参考文献】
相关期刊论文 前1条
1 许剑雄;余慧;;景德镇陶瓷产业的发展现状[J];佛山陶瓷;2014年05期
，本文编号：2404600
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