文档介绍：学号: 3090824135
题目类型: 论文
(设计、论文、报告)
桂林理工大学
GUILIN UNIVERSITY OF TECHNOLOGY
本科毕业设计(论文)
题目: 浅析金意陶陶瓷的促销策略
学院: 管理学院
专业(方向): 市场营销(应用)
班级:市场营销(应用)091班
学生:
指导教师:
2013 年 5 月 31 日
摘要
促销策略是营销策略中的重要组成部分,是企业夺取终端市场的武器,是企业提升整体竞争力的重要资源,也是企业面临的重要决策之一。
近几年来,处于国内陶瓷行业中上流位置的金意陶陶瓷,凭借着一种新的促销模式——非诚勿扰Ⅲ明星总裁巡回签售活动,以及频频的体育营销事件,在危机与转机交织并存的纷繁复杂的陶瓷市场上迅速崛起,直击消费者的眼球。面对竞争白炽化的陶瓷终端市场,金意陶要迅速打开终端市场取得终端上的胜利,就要懂得如何运用促销策略的理论,如何根据自身境况,结合自身优势特点,按市场环境的实际来组织和协调促销活动,将促销策略作为企业取胜于市场的重要竞争力,并能够将厂商短期效益和品牌长期效益相结合,从而从众多的品牌中脱颖而出,进入一流品牌的行列。
现本文就金意陶所处的市场环境对金意陶的促销现状进行分析,并就现状分析中发现的问题提出合理性建议。同时对金意陶在促销策略上的成功之处进行总结归纳,希望能够给国内陶企一些启示和借鉴。
关键词:建材市场; 陶瓷; 促销策略; 金意陶
Analysis of Italian pottery ceramic promotion strategy
Student: CHEN Hai-hua Teacher: WEI Jia-hua
Abstract:Promotion strategy as an ponent of marketing strategy, is the enterprise seize the terminal market of weapons, is one of the important resources, enterprises improve the petitiveness is one of the enterprises are faced with the important decisions.
. In recent years, in a high position in the domestic ceramic industry Jin Yitao ceramics, relying on a new marketing mode - if you are the one Ⅲ star President signing tour activities, and sports marketing events, in crisis and the connecting coexist plicated ceramic rapid rise on the market, direct consumers of eyeball. petition incandescence of ceramic terminal market, Jin Yitao quickly open a terminal market win the terminal, will know how to use promotional strategy theory, how to according to their own situation, combining with the characteristics of their own advantages and the actual market environment for them anize and coordinate promotion activities, the promotion strategy as an petitive enterprises to win in the market, And can bined manufacturer brand long-term and short-term benefits, so as to stand out from the numerous brands, enter the range of first-class brand.
Now this paper Jin Yitao market environment for Jin Yitao promotion present situation carries on the analysis o