Research On Development Strategy Of Ceramic Cultural And Creative Products Of ZBZX Company

In recent years,with the improvement of China’s living standards,ceramic cultural and creative products have gradually entered the people’s lives.However,for a long time,customers have formed a fixed concept on the image,color and shape of daily-use ceramics.In addition,the disconnection between ceramic design and production practice and the lack of ceramic design talents have led to insufficient innovation,serious homogenization and low profit margin of ceramic cultural and creative products,which has affected the healthy development of the industry.Zbzx company is a comprehensive ceramic cultural and creative enterprise,but the lack of high-efficiency products and well-known products limits the development of the enterprise.This paper takes the selection and formulation of ceramic cultural and creative product development strategy of zbzx company as the research topic,this paper deeply analyzes the problems and causes of its product development by using the methods of literature research,investigation and interview and comparative analysis,and puts forward the product development strategy and its implementation scheme.Firstly,it introduces the research background and significance,the relevant research status of product development strategy at home and abroad,and expounds the research contents and methods of this paper.Secondly,it expounds the theoretical basis of product development strategy and related research tools.Then,taking zbzx company as the research object,combined with the actual situation in its development process,this paper systematically analyzes the development status,existing problems and causes of its ceramic cultural and creative products.On this basis,the product development environment is analyzed by PEST analysis,Porter’s five forces model analysis and value chain analysis.After putting forward the development objectives of zbzx company and the specific principles of product development strategy selection,this paper analyzes four alternative strategies: leading,following,alternative and hybrid,compares several strategies with QSPM matrix,and formulates the leading development strategy of ceramic cultural and creative products of zbzx company.Finally,it puts forward the strategic implementation schemes of establishing the strategic vision of leading products,establishing the product platform with leading technology,constructing the product line based on customer needs,and developing differentiated product development projects.It also puts forward safeguard measures for the implementation of product development strategy from the aspects of system,capital,human resources and corporate culture to ensure the effective implementation of the strategy.The research results of this paper can not only deepen the application of product development strategy in ceramic cultural and creative industry,but also lay a foundation for the theoretical research and expansion of product development strategy.We can also use the relevant principles and analysis tools of strategic management to find a practical product development strategy for zbzx company,so as to effectively solve the problem of how to position the products of the enterprise,so as to expand the market share and increase sales,reduce the business risk of the enterprise and promote the healthy growth of the enterprise.