| The reasons of studying A enterprise’s marketing channel optimization research are that: The history of daily ceramics is long-standing in China. Particularly after the reform and opening up of the government. The ceramic Industry had development rapidly, ceramics enterprises throughout the country. To the present it has been formed Jingdezhen in JiangXi Province, Tangshan, Handan in Hebei Province, Zibo in Shandong Province, Yixing in Jiangsu Province,Liling in Hunan Province, Dehua in Fujian Province, Foshan, Zhanjiang, Shantou, Chaozhou in Guangdong Province, Haicheng in Liaoning Province and other major ceramic producing areas. According to statistics, China currently has more than8000daily-use ceramics enterprises, of which more than1000enterprises as state-owned or collective ownership; domestic ceramics production and export volume ranking first in the world, the proportion of exports more than50%.Since2000, the continuous development of the domestic economy to make ceramic industry has been considerable development, rely on the cheap labor cost and raw material resources, comprehensive competitiveness of Chinese ceramics enterprises and products continue to enhance. But due to the rapid expansion of production capacity of the ceramic industry, the raw material market supply imbalance, resulting in some significant increases in raw material prices. At the same time, the international market, such as the European debt crisis to China ceramics exports from EU, Brazil, Mexico and other countries anti-dumping investigation, Argentina, South Korea, Thailand, India and other countries to join the ranks of the anti-dumping investigation, the Chinese ceramics export situation is becoming more and more serious. On the other hand, the rapid expansion of domestic production capacity of the original ceramic market oversupply situation worse, company and product competition on the level appears unordered, price competition is the mainstream, by reducing the price to get more market share at the same time, sharp decline in ceramic production company profits, the overall industry profitability weakened.Domestic ceramics enterprises after so many years of development, facing the buyer market competition situation, to turn pressure into motive force, technological innovation, product innovation, to grasp the initiative in the fierce competition in the market, and in recent years the country put forward cultural industry in the revitalization of the call, so that all levels of government support for cultural industry continue to increase, in the face of challenges and opportunities, A enterprise should adopt what strategy, strategy, tactics, and to establish security enterprise and brand development.It has researched the daily ceramic products of A enterprise marketing channel model systematically, and based on the investigation data in ceramic products for daily business operation situation of A enterprise from2010. After the investigation of A enterprise, Jingdezhen ceramics market, Tangshan ceramics market, Dehua ceramics market, Chaozhou ceramics market, and based on the marketing channel advantages and disadvantages of the ceramic industry, put forward the concrete content of ceramic products for daily use, A enterprise marketing channel optimization and implementation of safeguard measures. This paper firstly explains the related theory of marketing channel management; secondly, analysis of the A ceramics for daily use existing marketing channel environment, opportunities and threats, as well as the existence of marketing channels in marketing problems and causes in the process; and then, according to the relevant channel management theory, the optimization model of marketing channel of A enterprise’s guiding ideology of ceramic products for daily use, principles and specific content, were optimized and the marketing channel mode respectively, A enterprise’s products brand; finally, It has discusses the implementation process and the measures of marketing channel optimization of A enterprise. |
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