Research On The Problems And Countermeasures Of Marketing Management Of H Ding Porcelain Company

Dingyao is one of the five famous kilns of the song dynasty(ding,ru,guan,ge,jun),It originated in Quyang county,Baoding city,Hebei province.Because of Quyang ancient genera Dingzhou,so called “fixed kiln”.The porcelain burning system began in tang dynasty,flourished in the song dynasty and lost in yuan.Since the 1970 s,under the care of premier Zhou Enlai,the porcelain,which had been lost in the yuan dynasty,began to become a new life.Under the leadership of the master of arts and crafts of China and the national intangible cultural heritage,Chen Wenzeng,After 40 years of hardships,the production of the kiln was finally restored.It is a leading enterprise in the industry scale and the highest artistic achievement in Quyang county.Also is the national intangible cultural heritage “porcelain burning technology” protection unit,the national museum designated production plant.With the development of economy,the porcelain industry increasingly fierce competition environment,H set porcelain have to face the market positioning is not clear,marketing channel not free,and many other issues,so this article with H set porcelain company as a case for analysis.Research the problem of marketing strategy and develop appropriate marketing mix strategy.Paper first introduced the research purpose,meaning,set porcelain product marketing and marketing related concepts and theoretical overview,followed by SWOT analysis and STP strategy and 4 p strategy analyzing on the problems to solve the problem,make the correct solution.Because of the increasingly competitive and weaknesses,find out the problems of short board,in the process of production and sales of foster strengths and circumvent weaknesses,in time for the extended porcelain company marketing strategy to provide promotional strategy choice and improve aspects such as decision-making basis,the better development of porcelain culture industry,for better set porcelain culture to carry forward and inheriting,also hope that this article research conclusion and offer reference for other enterprises promotion to improve.