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论文编号：	9787
作者编号：	2120152687
上传时间：	2017/12/11 13:09:36
中文题目：	传统陶瓷生产型企业BLT的市场营销策略研究
英文题目：	The Study of Marketing Strategy of Traditional Ceramic Manufacturer BLT Co., Ltd.
指导老师：	任兵
中文关键字：	陶瓷制造业；产品品类；营销策略
英文关键字：	ceramics manufacture; product category; marketing strategy
中文摘要：	随着经济的发展，物质极大丰富，人们对与产品的选择也越来越多样性、个性化，在琳琅满目的产品中，如何能够脱颖而出，成为消费者的选择的对象，对与制造端的企业来说是个难题。生产制造要求产品的的工艺流程尽量做到标准化、模块化，这样的产品必然是同质化较为严重的产品；再到市场端，客户的需求变化日新月异，差异需求化加大。在这样的市场环境下，作为制造企业，不能只专、精、特生产工艺和流程，而应该在逐步提升产品品质的同时，不断利用各种营销的策略，将企业的产品真正变为商品，为企业和客户都带来价值。 建筑陶瓷行业是与大众百姓息息相关的产业，这个产业一直被认为是能源消耗大、污染严重、劳动密集型的产业。经过最近20年的发展，建筑陶瓷行业涌现了新的工艺技术，不断改善生产端的脏、乱、差的固有观念。目前在竞争日益加剧的状态下，这个产业面临着再次洗牌。 BLT企业是一家小规格瓷砖产品的供应商，公司从1995年成立之初就以小规格的艺术陶瓷为主要产品，2009年开始转型为建筑用陶瓷产品。目前已经成为高质量小规格陶瓷产品的制造商的代表。然而，BLT的强势一直在生产和研发方面，在市场营销方面的推动尚处于起步阶段。由于企业一直处于以出口为导向的发展策略，产能大部分被 OEM 的客户占据，在品牌定位和市场渠道方面并未作出系统的考量，因此一直处于被动的市场地位。在竞争日趋激烈的今天，仅仅依靠制造端的优势已经无法保证企业的长远发展，必须根据内外部环境的现状和企业的优势劣势分析，作出属于BLT企业的市场营销策略，坚守生产端的优势，扩大市场端的影响力，不断寻求改变，寻求挑战，才有可能在行业的升级换代和时代的变迁中立于不败之地。 本文将重点采用环境分析理论、定位理论和营销策略的相关理论，对BLT企业现状进行全面的分析，作出企业的营销策略选择，之后归纳营销策略的实施及保障措施，根据BLT企业生产线和产品的自身特点，结合对应的目标客户群体，可以进一步把BLT约2000个品种的产品，归纳为I、II和 III类产品，因地制宜的分析，并针对不同品类作出了侧重点不同的市场营销策略。最后总结结论和不足之处。 本文参考了众多前人的研究成果和资料，针对本案例BLT进行专门研究，希望能够梳理出属于BLT企业特有的营销策略，同时也对其他类似企业或行业的市场营销提供借鉴意义。
英文摘要：	With the development of economy, material abundance, people's choice of product also become more diversified and individual, how can you stand out from the wide variety of products, become the object of consumer choice, it is a difficult problem to every enterprise. The production and manufacturing process should be standardized and modular as far as possible. Such products must be the products with more homogenization. At the market end, the needs of the customers change rapidly and more differences in demand. In such a market environment, as a manufacturer, not only specialized, refined, special production technology and processes, and should gradually improve the quality of products, at the same time, constantly use of various marketing strategies, to make product truly become a commodity, and bring the value for both the customer and enterprise. The construction ceramics industry is closely related to the public people, and the industry has been regarded as a heavy polluting and labor-intensive industry. After the development of the last 20 years, the construction ceramics industry has sprung up new technological technology to improve the dirty, messy and poor inherent concept of production. Now in the increasingly competitive state, this kind of industry is facing a reshuffle. BLT enterprise is a supplier of small size of ceramic tile products. Since its establishment in 1995, the company has been focused on the small size of art ceramics. Since 2009, it has been transformed into a ceramic product for construction. Currently, it has become a representative of manufacturers of the high quality of small ceramic products. However, BLT's strength has been in production and development, and the marketing push is still in its infancy. Because the enterprise has been in the export-oriented development strategy, most capacity was dominated by OEM customers, not consider systematically about the brand positioning and market channels, so it has been in a passive position till now. In an increasingly competitive today, just rely on the advantage of manufacturing can't guarantee the long-term development of the enterprise, it must set up the marketing strategy belongs to BLT enterprise according to the investigation of the current situation both internal and external environments and the analysis of advantages and disadvantages of the enterprise, insist on the advantage of production, expand the market influence, to change unceasingly, seek to challenge, then it has the possibility to across over the industry upgrading and the changes of The Times. This thesis focused on the environment analysis theory, STP theory and relevant theories of marketing strategy. According to the BLT enterprise present situation, through comprehensive analysis, make the choice for the enterprise marketing strategy, summing up the marketing strategy implementation and safeguard measures, according to the characteristics of BLT production line and the products, combined with the corresponding target customer group, about 2000 varieties of products can be further summarized as class I, II and III product, the analysis of the adjust measures to local conditions, and according to different category marketing strategy has made a different emphasis. And finally summarizes the conclusions and deficiencies. This article has referred to a lot of previous studies and resources, study on BLT case, hope find out the marketing strategy for BLT enterprise itself, as well as a guide for all the similar enterprises or industries in marketing.
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