联系我们

论文查询结果	返回搜索

论文编号：	10003
作者编号：	2220160610
上传时间：	2018/6/6 17:04:03
中文题目：	CLL陶瓷文化创意研发中心营销战略研究
英文题目：	Research on the Marketing Strategy of CLLCeramic Cultural and Creative Research andDevelopment Center
指导老师：	韩德昌
中文关键字：	陶瓷艺术；文化创意；研发中心；营销战略
英文关键字：	Ceramic art; Culture and originality; Research and development center;Marketing strategy.
中文摘要：	近年来，文化创意产业蓬勃发展，为陶瓷的发展带来了很大的机遇。当今创意产业不仅仅是一个理念，而是富含巨大潜力的经济效益。创意产业全球化发展趋势日益显著，文化创意产业贸易额高速增长，已然成为世界贸易中最具活力的新兴产业之一。文化创意产业是利用人的创新思维及技能，利用高科技对文化资源进行整合设计与提升，并通过知识产权的保护和市场规范化管理，产生出具有高附加值的产品，成为具有创造财富和就业潜力的产业。发展陶瓷文化创意产业，是陶瓷产业转变经济发展方式的着力点。本研究是以CLL 陶瓷文化创意研发中心作为研究对象开展的营销战略与策略的研究。本研究以CLL 陶瓷文化创意研发中心的实际运作为研究对象。首先，分析本研究的背景和研究意义，论述本研究的技术路线与研究方法。结合对相关理论的回顾构建整体的理论基础和研究框架。其次，根据CLL 陶瓷文化创意研发中心的项目背景，多维度剖析该中心的项目背景、特色参数、宏观环境、需求与竞争环境，并借助战略分析工具开展CLL 陶瓷文化创意研发中心的优势、劣势、机遇与挑战分析。环境分析的结论为CLL 陶瓷文化创意研发中心营销战略的生成提供依据。再次，本研究构建CLL 陶瓷文化创意研发中心的营销战略指导思想、原则并系统阐述战略目标指导下该中心的市场定位与功能定位。最后，通过选址与招标策略、营销组合策略形成CLL 陶瓷文化创意研发中心的营销战略实施策略；通过人才队伍建设、组织结构设计、管理机制建设与资金保障等形成CLL 陶瓷文化创意研发中心的营销战略的实施保障。景德镇作为一座拥有千年制瓷文化的城市，又是我国首批历史文化名城，而如今景德镇又被列入了我国资源枯竭型城市，在这样的一个背景下，CLL 文化创意研发中心营销战略研究为该中心的持续、快速发展指明了正确的方向和实现的途径，也为景德镇进行经济转型升级提供智力支持。
英文摘要：	In recent years, cultural and creative industries have flourished and brought great opportunities for the development of ceramics. The creative industry is not only an idea, but a great potential economic benefit. The trend of global development of creative industries is increasingly significant. The volume of trade in cultural and creative industries has increased rapidly, and has become one of the most dynamic emerging industries in world trade. Cultural creative industry is the use of creative thinking and skills, the use of high-tech integration design and promotion of cultural resources, and the protection of intellectual property rights and market standardization management, produce high value-added products, has become a potential for wealth and job creation industry. The development of ceramic cultural and creative industries is the key point for ceramic industry to change the way of economic development. This research is based on the marketing strategy and strategy of CLL ceramic culture and creative research and development center. This study takes the actual operation of CLL ceramic culture and creative research and development center as the research object. First of all, the background and significance of the study are analyzed, and the technical route and research method of this research are discussed. Combined with the review of relevant theories, the whole theoretical foundation and research framework are constructed. Secondly, according to the project background of CLL ceramic cultural and creative R & D center, it analyses the project background, characteristic parameters, macro environment, demand and competitive environment of the platform, and carries out the analysis of advantages, disadvantages, opportunities and challenges of CLL ceramic cultural and creative research and development center with the help of strategic analysis tools. The conclusion of environmental analysis provides a basis for the formation of marketing strategy of CLL ceramic culture and creative research and development center. Thirdly, this research constructs the marketing strategy guiding ideology and principles of CLL ceramic cultural and creative research and development center, and expounds themarket positioning and function orientation of the platform under the guidance of strategic objectives. Finally, through the location and bidding strategy, marketing combination strategy to form the CLL ceramic cultural and creative research and development center marketing strategy implementation strategy, through the construction of the talent team, organizational structure design, management mechanism construction and fund protection to form the CLL ceramic cultural and creative research and development center of the implementation of the marketing strategy. Jingdezhen is a city with thousand years of porcelain culture of the city, and is the first historical and cultural cities in China, and now Jingdezhen has been included in China's resource exhausted city, in such a background, the research on the marketing strategy of CLL cultural and creative R & D center has pointed out the correct direction and realization way for the continuous and express development of the center, and also provides intellectual support for the economic transformation and upgrading of Jingdezhen..
查看全文：	预览  下载(下载需要进行登录)