On The Strategies Of China Daily - Use Porcelain Exports To Spain

This paper is a result of academic research and empirial studies. A unique feature is imbedded through hand-on observations as well as interviews over the target market of the companies in question.As a traditional export item with historical advantages, Chinese ceramic has encountered new challenges in its overseas markets. The focus of this paper is to use the performance of Chinese ceramic export to the Spanish market as a case in point, with the hope to shed some light on the overall industrial and business-specific strategy with regard to promoting the international competitiveness for this particular product category.With China' s Open-Door policy and domestic economic reform, the Chinese consumer ceramic industry has surged on an accelerated speed. The Chinese consumer ceramic production has consistently ranked the number one postion in the world over the past 8 years. Inspite the positive end, we should also notice the potential challenge posed by the lack of technological advancement as compared with other industrialized countries. While the industry is in dire need for restructuring, the shortage of global management and marketing strategies become also the bottleneck in the way of sustainable development for our ceramic industry in the overseas markets.Ceramic export constitutes a strategic portion of China' s international trade. We also notice that a new opportunity is unfolding where developed countries are reducing their own productions in this industry either because of environmental concerns or over the high labor cost, thus trying to import more consumer ceramic from developing countries.However, coupled with the opportunity, there exist the threats of intensified competition from other developing countries, and in the meantime, increased quality standard as well as higher consumer expectations. How to grasp this opportunity and avoid these threats for the sake of boosting our ceramic trade, is thereby one of the valuable areas for research.European Union(E.U.) is one of our important ceramic markets in the world. It is necessary to analyze E.U. market on country-by-country basis in order to derive commendable solutions for the export operations. This, of course, is beyond the tolerance of this paper. However, a case study approach over Spain as a member of EU, and also, as the fifth biggest market in Europe, will be able to offer a glimpse over the EU market landscape in this industry.