Optimization Strategy Research Of Jingdezhen Ceramic Industrial Cluster Based On"Diamond Model-AHP"

Jingdezhen which has more than2700years of making porcelain history is well-known at home and abroad porcelain. As early as the Ming Dynasty, Jingdezhen’s Ceramic production were exported overseas to create a huge trade income for our country but also to expand the reputation. Since the reform and opening up, however, Jingdezhen ceramic enterprises are not well seize this historic opportunity, has failed to effectively change the business ideas and timely introduction of foreign advanced production technology, equipment, resulting in Jingdezhen ceramic industry cluster is gradually other regions ceramic industry cluster to catch up on, and far from throwing in behind the trend. In this paper, the author research Jingdezhen ceramics cluster, and strive to find the Jingdezhen ceramic industry cluster optimization program to achieve catch-up strategy.Michael Porter diamond Model indicates that the competitiveness of one cluster is depended on four factors which are production elements, the status of demand, related industry and competitive environment. Opportunities and policies which can promote cluster development also influence the competitiveness of one cluster. Based on the Michael Porter diamond Model, this article valuates the factors which decide the competitiveness of the cluster, analyses the current status of ceramics industry cluster in Jingdezhen, and then come to a conclusion that ceramics industry cluster in Jingdezhen has low competitiveness and need to be optimize.Using Delphi method and AHP, the author had interviews with ten experts who come from different field such as business, government and art, and got the relative weigh of factors affecting the development of industrial cluster development. Then the author re-divided into three levels in order to sort by the weight of each factor. The first level (weight:0.10-0.35):elements of human resources, capital elements, decorative ceramic materials, domestic demand. The second level (weight:0.05-0.10):the elements of the natural resources, the domestic competitive environment. The third level (weight:0.00-0.05):the elements of the infrastructure, packaging design, international competitive environment, international demand.Finally, using expert opinions and suggestions, the author accounted for the high weight of several factors and main problems in industrial clusters to come to the following conclusions:(1) The optimization of human resource elements, the first Jingdezhen ceramic industry cluster future talent should possess the following qualities, including:general knowledge about ceramic production process with ceramic appreciate, have some knowledge of the ceramic culture, traditional culture of the nation as well as overseas countries and cultural with business management knowledge and industry the ability to integrate with brand marketing capabilities, proficient in information technology, Internet technology. On this basis, corporate demand for talent-oriented, to improve university training model and strengthen the optimization program of internal training.(2) Capital element of optimization to proceed in two ways, on the one hand, to optimize internal financial management of small and medium-sized ceramic enterprises, improve the governance structure, to lay the foundation for after the smooth implementation of the financing; On the other hand, the government take the lead in the establishment of SME loan guarantee agencies, to promote banking innovation financing model, and improve relevant laws and regulations for SME financing, activate the private financing market.(3) Marketing optimization is divided into two parts, one brand marketing optimization, optimization of marketing channels. The brand marketing stressed that enterprises in the implementation of brand strategy to develop internal marketing brand awareness, build brand image of the corporate culture; Jingdezhen ceramics culture connotation to fully tap into the corporate brand; to enhance the after sales service to the terminal create a good corporate brand image. Optimization of marketing channels emphasized the expansion of high-end display marketing channels, ceramic enterprises to actively participate in major trade fairs, opening up direct terminal, make full use of information technology for developing e-commerce channels, a good job in the overseas market research, opening up European and American ceramics market.Since the data is difficult to obtain, the samples collected in the survey is limited and experts given the impact of Jingdezhen ceramic industry cluster importance assignment with a certain amount of personal subjectivity, leading to Jingdezhen ceramics industry cluster analysis may be insufficient depth. There is room for further study. In addition, only accounting for the weight of a relatively large impact factors and the main problems, optimization strategy is somewhat limited. In other areas, we may make the appropriate optimization strategies.