Jingdezhen Medium And Small Ceramic Enterprise In Product Design And Marketing Innovation

It has1700years of history of the development on Jingdezhen ceramic. Under the impact of the market economy, Jingdezhen set up of thousands of small and medium-sized ceramic enterprises, but due to the deeply traditional closed, conservative ideological influence, in a new development environment, difficult, difficult to adapt. In this paper, based on the analysis of Jingdezhen small and medium-sized ceramic enterprise product design and marketing status quo, the thought and the basic theory for guidance, propose strategic recommendations on the small ceramic enterprises product design and marketing innovation, aimed to provide a reference for theoretical research and practice.In this paper, the basic idea of modern design as well as marketing4P,4C,4R,4V basic theory as the guiding ideology, mainly literature, empirical research method, case analysis, as well as theoretical and practical combination of analytical methods, the development of small ceramic enterprises in Jingdezhensummarized the status quo as well as the design and marketing aspects of the current situation, problems and causes are analyzed, and combined with practical recommendations on product design and marketing innovation strategy.Chapter4of the main text. Chapter1introduces the research background and significance of research and the current research status, research ideas and methods of referral; Chapter2introduces the basic theory of modern design and marketing innovation; Chapter3of Jingdezhen small ceramic enterprises development overview of the present situation and the reasons for the description and analysis; Chapter4provides a brief analysis of the need for product design and marketing innovation, relationship, and Jingdezhen small and medium-sized ceramic enterprise product design and marketing innovation mode, on this basis, from the meet market demand, the pursuit of customer satisfaction, build customer loyalty, improve the core competitiveness of enterprises of four marketing objectives dimension strategic advice.