唐山陶瓷国际市场营销策略

Research on The International Marketing Strategy of Tangshan Ceramics

唐山陶瓷历史悠久,几百年的发展使唐山制瓷技艺水平走在中国乃至世界前列,越来越多的唐山陶瓷产品出口海外,并赢得一大批消费者的喜爱。文章以唐山陶瓷为研究对象,以产品生命周期理论、4PS营销组合理论等作为理论基础。首先,分析唐山陶瓷发展和出口现状,对陶瓷的产品生命周期做出估计。其次,对唐山陶瓷国际市场营销现状进行分析,提出生产技术成熟,生产要素丰富等优势,以及产品定位不准确,营销滞后等不足。最后,分析唐山陶瓷所面临的挑战,并提出相关建议对策,为唐山陶瓷企业在国际市场营销提供参考。

Tangshan ceramics has a long history.With the development of hundreds of years,Tangshan porcelain making skills is in the forefront of China and even the world.More and more Tangshan ceramic products are exported overseas and won the love of a large number of consumers.This paper takes Tangshan ceramics as the research object,and takes the product life cycle theory and 4PS marketing combination theory as the theoretical basis.First of all,analyze the development and export status of Tangshan ceramics,and estimate the product life cycle of ceramics.Secondly,the paper analyzes the current situation of the international marketing of Tangshan ceramics,and puts forward the advantages of mature production technology and rich production factors,as well as the deficiencies such as inaccurate product positioning and lagging marketing.Finally,the challenges faced by Tangshan ceramics are analyzed,and relevant suggestions and countermeasures are put forward to provide reference for Tangshan ceramic enterprises in the international marketing.