论景德镇瓷器进入国际市场的品牌战略

论文编号:GM237  论文字数:7664,页数:13

摘     要

     景德镇是闻名世界的瓷都，景德镇靠陶瓷产业支撑了上千年。综观景德镇的历史，就是一部以陶瓷发展为主题的历史。即使在今天陶瓷产业在景德镇经济中仍占有重要地位。然而改革开放以来，景德镇陶瓷业没有了往日的辉煌，景德镇的陶瓷业没有抓住机遇，大力发展市场需要的日用瓷及建筑用瓷，仍固守于传统的艺术瓷上面，再加上景德镇陶瓷业普遍存在技术水平不高、研发能力不强、企业规模小等原因，导致了景德镇瓷器在竞争中节节败退。
作为一个千年瓷都，陶瓷产业的发展，不仅将极大的带动景德镇经济的发展，而且将大大提高我国陶瓷业在国际上的地位。针对针对景德镇陶瓷产业发展中存在的问题，我们认为，要重振景德镇陶瓷产业往日的雄风，必须坚持实施品牌战略，通过建立知名品牌来提高景德镇陶瓷在国际上的地位。为此，我们建议：景德镇陶瓷应定位于高档市场、采取导向式销售模式、实施双品牌战略等，辅之于适当的宣传和造势，使景德镇瓷器在国际市场上知名度不断提高，进而推动景德镇陶瓷产业不断发展。

【关键词】：景德镇  陶瓷  品牌  导向式销售

Abstract

Jingdezhen is a world-famousporcelain capital, Jingdezhen ceramics industries rely on the support of the last millennium. At Jingdezhen''s history is a history of the development of ceramic to the theme of history. However, since the reform and opening up, Jingdezhen Ceramics not its former glory Jingdezhen Ceramic because the vendors did not seize the opportunity to vigorously develop the daily construction porcelain and ceramic series while consuming effort spent on the time and energy on the art porcelain above, resulting in Jingdezhen porcelain competition into retreat.

Ceramic industries in the impact of the decline attributed the high level of technology, research and development ability, small-scale enterprises, and other reasons the light of these reasons, we should take it up-market positioning, sales-oriented. Two-brand strategy means to the development of the ceramic industry in Jingdezhen, the Jingdezhen porcelain to a large number of access to international markets.

【Key Words】：Jingdezhen   ceramics   brand

目   录

1 .国内外陶瓷市场及营销现状...............................................1
1．1国际陶瓷市场分析 .....................................................2
1．2国内陶瓷市场分析 .....................................................3
1．3景德镇陶瓷在国内外市场所占的份额 .....................................4
2. 景德镇陶瓷衰落的原因分析...............................................4
2．1产品质量工艺比较落后................................................. 5
2．2景德镇陶瓷品牌普遍定位不清晰，品牌气质趋于雷同 .......................5
2．3景德镇陶瓷企业普遍规模小............................................. 5
3. 品牌是景德镇瓷器走向国际市场的利矛与坚盾...............................6
3．1景德镇瓷器创造品牌的优势............................................. 6
3．2景德镇瓷器创建品牌的不利因素 .........................................7
4. 对景德镇瓷器创建品牌的几点建议.........................................7
4．1定位高档市场......................................................... 9
4．2导向式营销，创办景瓷家居日用装潢期刊 .................................9
4．3双品牌战略，重塑品牌核心理念 .........................................9
4．4渠道创新和重塑 .......................................................10
4．5广泛开展景德镇瓷器文化宣传，再现民族文化瑰宝 .........................10
4．6以奥运为平台，借势推广 ...............................................11
参考文献 .................................................................12
致谢......................................................................13