景德镇陶瓷企业营销力评价研究

Marketing Force Evaluation for Ceramic Enterprises

近年来,景德镇陶瓷行业发展增速放缓,企业有必要确认自己的营销力水平,从而提高营销力,改善经营现状。本文在梳理、学习、借鉴相关研究成果的基础上,结合景德镇陶瓷行业的实际情况,构建了一套陶瓷企业营销力评价指标体系,并尝试将其应用到对某企业营销力评价之中,最后针对性提出一系列提高营销力的建设性意见。

The recent slowdown of ceramic industry in Jingdezhen calls for ceramic enterprises to correctly evaluate their marketing force to raise it to a substantial level for their improved operation. This paper proposes a marketing force evaluation index system for ceramic enterprises by combining the relevant research achievements with the status quo of the ceramic enterprises in Jingdezhen. It has been applied to the marketing force evaluation of an enterprise, based on the results of which a series of constructive suggestions have been made to improve the performance.