Research On Marketing Strategy Promotion Of Daily Porcelain In Jingdezhen A Company

Jingdezhen’s daily-use porcelain culture has a long history.It is an important part of China’s excellent traditional culture and has made significant contributions to the prosperity and progress of world culture and art.With the replacement of the dynasty,the Jingdezhen porcelain industry has risen and fallen alternately.Since the founding of New China,Jingdezhen has re-established the top ten porcelain factories in Jingdezhen on the basis of the original small workshops,becoming the backbone enterprise of Jingdezhen and leading the development of daily-use porcelain in Jingdezhen.However,with the development of the market economy,the top ten porcelain factories have closed down.Jingdezhen porcelain industry has been in a downturn for a long time,small workshop-style factories have blossomed everywhere,and there are only a handful of enterprises above the scale.The future development of Jingdezhen porcelain industry faces many difficulties and confusions.Based on the representative company Jingdezhen A company and the carrier,this paper attempts to analyze the long-term development of Jingdezhen ceramic industry marketing and strive to give material with realistic value.Based on the domestic and foreign research literature on daily-use porcelain marketing,this paper conducts an in-depth analysis of the macro and micro environment of Jingdezhen A company’s daily-use porcelain market based on STP theory and 4P theory,and designs consumers to use porcelain for daily use.The questionnaire of marketing strategy factor recognition,using statistical software SPSS to descriptive statistical analysis of the collected questionnaire data,found the problems in the marketing of Jingdezhen A company,and proposed a feasible marketing strategy to improve the industrial competitiveness.To achieve sustainable development,and also provide reference for the transformation and development of Jingdezhen local daily-use porcelain enterprises.Since Jingdezhen ceramics research field mostly analyzes problems from different theoretical perspectives,the comprehensive and systematic research on enterprise cases is relatively rare.This paper also reflects the value of this research direction to a certain extent.