刘熙 中国醴陵振美艺术瓷厂营销策略研究.doc

毕 业 设 计(论文) ` 院 系 经济管理系 专业班级 工商管理0901班 学生姓名 刘熙 指导教师 张省 中国醴陵振美艺术瓷厂营销策略研究 摘要 本课题拟的环境背景，中国醴陵振美艺术瓷厂营销策略进行研究，针对其提出。 Research on marketing strategy of Liling Chinese Zhenmei art porcelain enterprise Abstract Nowadays, the economy develops rapidly and the technology continues to make improvements. With two types of social attitudes and a variety of related policies being put forward, the production and competitive pressures of ceramic enterprises is increasing. At this point, the right marketing strategy ceramic enterprises adopted to get achievements in the fierce market competition is particularly important. The research is intended to be based on the current environment context. And we’ve got the information about ceramics industry development of Liling and the marketing strategy of the Liling Chinses Zhenmei art porcelain enterprise, through field visits, personnel interviews and collection of documents, etc. Meanwhile, we’ve known a series of related policies and measures held by governments. Then, a detailed environmental analysis was carried out. The paper studied its marketing strategy, and found that the implementation of its’ marketing strategies is not in place, the marketing model is not ideal and product promotion methods are not irrational. At the end, the corresponding recommendations for improvement have been put forward. Keywords: Liling; ceramics; Liling Chinses Zhenmei art porcelain enterprise; Marketing 目 录 摘要 I Abstract II 1绪论 1 1.1课题背景 1 1.2课题内容 1 1.3国内文献综述 1 1.3.1醴陵陶瓷发展 1 1.3.2营销理论的发展 2 1.3.3陶瓷营销理论的发展 3 2振美瓷厂营销现状 4 2.1概述 4 2.2基本信息介绍 4 2.2.1振美艺术瓷厂 4 2.2.2陶瓷的分类 4 2.3振美艺术瓷厂营销策略 5 3振美瓷厂环境分析 6 3.1宏观环境分析 6 3.1.1政治法律环境 6 3.1.2经济环境 6 3.1.3社会文化环境 7 3.1.4技术环境 8 3.2行业环境分析 8 3.2.1供应商的议价能力 9 3.2.2消费者的议价能力 9 3.2.3新进入者的威胁 9 3.2.4替代者的威胁 10 3.2.5同行业的竞争程度 10 4振美瓷厂营销策略存在的问题 11 4.1产品策略的实施不到位 11 4.2品牌策略的实施不到位 11 4.2.1品牌定位不明确、鲜明 11 4.2.2陶瓷品牌营销中的包装设计有待提高 11 4.3营销模式不理想 12 4.4产品推广耗时、费财、效果不明显 13 5振美瓷厂营销策略改进意见 14 5.1加强产品策略的系统实施 14 5.2加强品牌策略的实施 14 5.2.1明确品牌的定位及价值内涵