GD陶瓷公司市场营销策略优化研究
摘要
随着我国社会市场经济的迅速发展和城市化进程的日益深入，对美好生活的追求让
越来越多人产生了改善居住环境的迫切需求。改革开放四十多年来，我国建筑陶瓷行业
得到迅速发展，已经成为世界上最大的建筑陶瓷产销国家。2020年新冠肺炎疫情的暴发，
进一步激发了消费者改善长期居住环境的动力，加之国家老旧小区改造、乡村振兴战略
等政策，建筑陶瓷行业迎来了新的发展机遇。与此同时，我国“碳达峰碳中和”目标规
划、“煤改气”工程、限制工商用电等系列环保措施的推进，不断淘汰建筑陶瓷业的落
后产能，加速了行业的转型升级，为中小建陶企业的发展带来了巨大挑战。
GD陶瓷公司成立于 2017年，是建筑陶瓷行业中小企业的典型代表，在品牌公司设
立前主要以 OEM（贴牌生产）经营为主。本文以 GD陶瓷公司转型发展为背景，分析
了企业自身优势、劣势以及当前面临的宏观环境、竞争环境，并根据 7Ps营销组合理论，
发现公司在营销策略实施过程中存在产品结构单一、价格管理机制不健全、营销渠道构
建不完善、推广形式缺乏创新、人员从业经验少、服务效率不高、门店陈列陈旧等问题。
针对这些问题。本文运用 STP理论，为 GD陶瓷公司确定了目标市场和市场定位，并提
出了优化产品组合、灵活定价机制、加快渠道铺设、加强品牌宣传、提高人员素质、完
善过程管理、升级陈列布局等七个方面的营销组合策略优化措施。
关键词：7P理论；STP理论；建筑陶瓷；营销策略
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Abstract
Abstract
With the rapid development of China's social market economy and the deepening of the
urbanization process, the pursuit of a better life makes more and more people have an urgent
need to improve the living environment. Since the reform and opening up forty years ago,
China's building ceramics industry has developed rapidly and become the largest producer
and consumer of building ceramics in the world. The outbreak of COVID-19 in 2020 has
further stimulated consumers' motivation to improve their long-term living environment.
Coupled with nationalpolicies such as renovation of oldresidential areas and rural
revitalization strategy, the building ceramics industry has ushered in new development
opportunities. At the same time, China's "carbon peak carbon neutrality" target planning, "coal
to gas" project, industrial and commercial powerrestrictions and other environmental
protection measures to promote, constantly eliminate the backward capacity of building
ceramics, accelerated the transformation and upgrading of the industry, for the development
of small and medium-sized pottery enterprises brought great challenges.
GD Ceramics Co., LTD., founded in 2017, is a typical representative of small and
medium-sized enterprises in the architectural ceramics industry. Before the establishment of
the brand company, it was mainly engaged in OEM business. Based on the background of GD
Ceramic Company'stransformation anddevelopment, this thesisanalyzes themacro
environment, competitive environment and advantages and disadvantages of the company.
According to the 7Ps marketing mix theory, It is found that there are many problems in the
process of transformation and upgrading, such as single product structure, imperfect price
management mechanism, imperfect marketing channel construction, lack of innovation in
promotion form, lack of staff experience, low service efficiency, outdated store display and so
on. To solve these problems, this thesis uses the STP theory, determine the GD ceramics
company's target market and market positioning, and put forward the marketing mix strategy
optimization measures from seven aspects, such as optimizing product mix, flexible pricing
mechanism, accelerating channel laying, strengthening brand publicity, improving personnel
quality, perfecting process management, upgrading display layout.
Key Words: 7P marketing mix theory; STP theory; architectural ceramics; marketing
strategy
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GD陶瓷公司市场营销策略优化研究
目
录
1绪论................1
1.1研究背景与意义.............1
1.2国内外研究现状.............1
1.2.1国外研究现状.............1
1.2.2国内研究现状.............3
1.2.3国内外文献评述................5
1.3研究内容与方法.............5
1.3.1研究内容..............5
1.3.2研究方法..............6
1.4研究创新点..............7
2相关理论基础..............8
2.1基础营销理论.................8
2.1.1营销组合理论.............8
2.1.2 STP理论............... 8
2.2本文相关分析工具................9
2.2.1 PEST分析模型............9
2.2.2波特五力模型.............9
2.2.3 SWOT分析法............10
3 GD陶瓷公司营销现状及问题分析..............11
3.1 GD陶瓷公司总体概况................11
3.1.1公司基本情况...........11
3.1.2公司组织架构...........11
3.1.3公司营销业绩...........13
3.2企业营销策略现状..............15
3.2.1产品策略现状...........15
3.2.2价格策略现状...........16
3.2.3渠道策略现状...........17
3.2.4推广策略现状...........18
3.2.5人员管理策略现状..........18
3.2.6过程管理现状...........18
3.2.7有形展示现状...........19
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