摘要
在经济新常态的背景下,我国日用陶瓷产业的发展机遇与挑战并存。为有效应对挑战和把握机遇,日用陶瓷企业有必要积极地进行战略转型和创新,特别是在营销方面。日用陶瓷产业传统销售模式主要以零售、批发为主,营销策略包括定制营销、差异化营销与文化营销;会展作为一体化的陶瓷商贸平台,其在塑造陶瓷企业品牌形象、促进销售方面发挥了关键作用;随着电子商务平台的崛起,日用陶瓷企业纷纷拥抱互联网,进而激发了陶瓷企业新一轮的营销创新。在未来的产业发展中,日用陶瓷企业进行跨界营销创新,将有助于培育新的竞争优势。
In the context of the new economic normal, China＇s domestic ceramic industry is facing opportunities and challenges. In order to cope with the challenges and seize the opportunity effectively, it is necessary to actively carry out strategic transformation and innovation for most domestic ceramic enterprises, especially in marketing. The traditional sales model of the domestic ceramic industry is mainly retail and wholesale, and the marketing strategies include custom marketing, differentiated marketing and cultural marketing. The exhibition is an integrated ceramic trade platform, which has played a keyrole in shaping the ceramic enterprise＇s brand image and promoting sales. With the rise of e-commerce platform, ceramic enterprises have embraced the Internet, which inspired a new round of marketing innovation. In the future, the daily-use ceramic enterprises cancultivate a new competitive advantage through launching a cross-border marketing innovation.
出处
《中国陶瓷》
CSCD
北大核心
2017年第12期46-51,共6页
China Ceramics
关键词
日用陶瓷产业
营销模式
会展营销
陶瓷电商
跨界营销
Domestic ceramic industry
Marketing model
Exhibition marketing
Ceramic e-commerce
Cross-bordermarketing
