摘要
近年来,景德镇日用瓷遭遇销售瓶颈。本文以营销动力说为理论基础,立足景德镇日用陶瓷营销力的现状,针对该产业营销力中产品力、价格力、促销力、渠道力、服务力、品牌力等方面存在的突出问题,对营销力的提升提出了相应的对策:改善市场环境,提高产品力;突出产品品质,彰显价格内涵;探索主动联合营销策略,提升促销力;打造电子商务平台,增强渠道力;抓好陶瓷物流环节,突破服务力瓶颈;提升品牌力,加强知识产权保护意识等,以期改善其销售困境。
In recent years, Jingdezhen domestic ceramic industry has encountered a sales bottleneck. Based on the theory of marketing dynamics, the article analyzed the present status of marketing capability of Jingdezhen domestic ceramics. Aiming at those prominent questions existing in various aspects of the industry marketing force, such as product force, price force, channel force, promotion force, service force, brand forces and so on, it put forward such countermeasures and suggestions as bettering the market environment to improve the products; outstanding product quality to reveal the price connotation; exploring the active joint marketing strategy to enhance promotion force; building e-commerce platform to enhance the channel force; paying special attention to the logistics links of ceramics to breakthrough service ability bottlenecks; promoting the brand force and strengthening the protection of intellectual property rights consciousness.
出处
《企业经济》
北大核心
2016年第11期131-137,共7页
Enterprise Economy
基金
江西省社会科学规划项目"景德镇陶瓷企业营销力提升研究"(项目编号:13YJ47)
景德镇市软科学技术研究项目"区域商业模式创新及技术追赶研究--以景德镇为例"(项目编号:20151GLRK004)
景德镇陶瓷大学工商学院研究项目"中国艺术品市场研究"(项目编号:2015GS026)
关键词
日用陶瓷
营销力
提升
问题与对策
domestic ceramic
marketing capability
promotion
problems and
