GYXCL Household Ceramics Company Optimization Marketing Strategy

Ceramic is China’s great contribution to the world civilization. In recent years,with the development of vertical deepening of reform and expansion of private enterprises, China’s ceramic industry rebound quickly and maintain high growth momentum. Ceramics for daily use as an integral part of people’s daily life, compared with the plastic, metal and other daily necessities, ceramics is not only safer and healthy, but also irreplaceable, easy to wash and has good thermal stability. According to the latest statistics, in recent years, the growth of household ceramics is much higher than ceramics industry as a whole level. With the development of economy and society, people’s income gradually increased, so as the education levels and consumption levels, and the demand for ceramic increases, while the quality of ceramics, art and other requirements also improved, on the other hand, due to the individual differences in income levels and aesthetic, the ceramics market demonstrated diversification. On the industry policy side, the state encouraged the ceramic industry technological innovation, promote technological innovation of traditional crafts ceramics for daily use, improve household ceramics exports hit rates and value-added products. In addition, the reduction output of the international ceramics also provides tremendous opportunities for China Ceramics. At present,there are still some problems in China’s ceramic industry, mainly reflected in the low overall grade: First, there is a gap in equipment and technology between China and the world advanced level; the second is the lack of a national brand in the international ceramics market, China’s ceramic industry lack of the advantage to build national brand market in international market. GYXCL ceramic producing company located in Shandong, one of China’s largest ceramic-producing areas, there are more than 60 ceramic enterprises, in the face of opportunities and challenges, GYXCL company shall take the necessary measures to protect the company’s development and the establishment of the brand, resulting in industrial restructuring and upgrading process to gain a competitive advantage.This paper introduces the research background, meaning, content and framework of the relevant theoretical concepts used in the reviewed papers, laying the groundwork for later analysis; followed for GYXCL company profile, put forward the current marketing problem of the GYXCL company ceramic products, and thencombined with the domestic household ceramics marketing macro and micro environmental analysis, comparison of Shanghai Han Kuang, Nan Song Zhejiang,Jiangxi Gaochun ceramics for daily marketing strategy features, using of SWOT analysis method to analyze GYXCL household ceramic products marketing company strengths, weaknesses, opportunities, threats, using 4Ps marketing theory, Marketing Principles STP theory, long tail theory, based on market research conducted on the target market positioning and segmentation, which is optimized for its household ceramic products marketing strategies, including aspects of product strategy, team building strategy, channel strategy, marketing strategy, and proposed safeguards household ceramics marketing strategy implementation, including marketing organizations, market-oriented performance appraisal, marketing, personnel recruitment and training, marketing platform upgrade. Finally, the contents of this paper are summarized.