景德镇陶瓷的奢侈品营销研究

瓷都景德镇因陶瓷而闻名于世,但随着国内各大产瓷区的兴起壮大及国际知名陶瓷企业峰拥进入中国,景德镇现在正处于一个生死存亡的关键阶段。本文认为景德镇陶瓷产业的衰弱不仅有恪守传统观念和技术落后的原因,缺乏创新的营销策略也是很重要的方面。本文针对景德镇陶瓷的特点及其营销的现状,结合奢侈品的概念及其营销特征,探讨了景德镇陶瓷的奢侈品营销策略。

Jinde town ceramic's luxury product marketing research

Not only the other area of ceramics industry in domastic is developing and expanded,but also there is a stampede of the international famous ceramic enterprises to entry in China.Porcelain city JingDeZhen is known to the world by ceramics,but now it is in a crucial stage referring to living or death.The recession of ceramics industry is not only the result of holding the conventional concept and backward technique,but also the result of lack of innovated marketing strategy.The article aims to the current situation of ceramics developing and marketing of JingDeZhen,combines the characters of production and consumption of luxury goods brands and discusses luxury marketing strategy of JingDeZhen ceramics.