摘要：在国家“一带一路”战略构想推动之下，以陶瓷文化输出为特色的城市——景德镇迎来了新的发展机遇。但景德镇陶瓷企业，尤其是其占主要比重的仿古陶瓷企业，仍面临着诸多问题与挑战。

本文以景德镇祥凤和玉陶瓷公司为例，通过PEST模型、消费者分析、五力模型和对标分析等，探讨该公司内外部营销环境，指出其所面临的机遇与挑战、优势与不足，并通过分析该公司消费群体特征，为该公司提出更适宜、完善的营销策略。对于景德镇祥凤和玉陶瓷公司来说，其意义在于一定程度上为该公司提高竞争力、适应市场环境提供理论建议，同时也能对同行其它企业起到一定的借鉴指导作用。80510

此外，本文还深入分析陶瓷行业内部的竞争情况，并从该陶瓷公司的实际市场情况出发，依照STP流程进行企业品牌定位，确定祥凤和玉陶瓷公司的营销目标。同时，本文通过4P理论模型，详细分析其产品策略、价格策略、渠道策略和促销策略存在的问题，并根据现状提出优化陶瓷产品、制定价格策略、拓展营销渠道、选择适宜的促销方案的策略和建议，从而更好地执行营销策略，提升企业竞争力。

毕业论文关键词：祥凤和玉   仿古瓷  营销策略  产品   渠道

Marketing Strategy of XFHY 

Abstract: Under the drive of the One Belt And One Road strategic conception in China, the city of Jingdezhen, which take ceramic cultural output as its unique characteristic, has welcome the new development opportunities。 However, ceramic companies in Jingdezhen, especially the antique porcelain companies who occupied relatively large proportion of economy, are still in face of many problems and challenges。

This paper selects the XFHY ceramic company as a case study, by using PEST model and Michael Porter's five forces model as well as Benchmarking, to discuss its marketing environment and point out its opportunities, threats, strengths and weaknesses。 And by analyzing the consumer characteristics, to further put forward a rather suitable and perfect marketing strategy。 This paper is going to help the company to improve its competitiveness and adapt to the market environment by providing the theory suggests。 And this also could play a guiding role for other companies in this field。

 On the basis of the analysis above, this paper will also give in-depth discussion of the competitors’ situation。 Besides, this paper will determine the company’s marketing target as well as its development pattern in accordance with the STP process。 Through the 4P’s, the detailed product strategy, pricing strategy, channel strategy and promotion strategy will be given, so that the company can execute all of these marketing strategy in a better and more practicable way。

Key words: XFHY   antique porcelain   marketing strategy   product   place

目录

一、绪 论 1

（一） 研究背景 1

（二） 研究意义 1

（三） 研究方法 2

1．文献研究法 2

2。 市场调查法 2

3 。实地考察法 2

二、祥凤和玉营销现状分析 3

（一） 祥凤和玉公司简介 3

（二） PEST分析 3

1。 政治环境 3

2。 经济环境