The Research On Marketing Strategy Of Franz Company In Shanxi

In the context of the rapid development of the world economy,China has achieved rapid development and become the world's second largest economy and the third largest consumer of luxury goods.With the improvement of people's economic income and the further promotion of cultural demand level,China's luxury goods and art market has developed rapidly in recent years.Porcelain,as the necessities of home decoration and art display for middle and high-end consumers,has formed a new consumption boom to show consumers' high quality ideological realm and noble identity.French blue porcelain company,located in jingdezhen,jiangxi province,is an enterprise specializing in the production of high-end porcelain products.The wave of market demand for porcelain has brought opportunities for French blue porcelain but also faces challenges.Compared with Spanish elegance and Chinese cloisonne,French blue porcelain company still has a lot of room for improvement.Shanxi,as one of the main target markets of the French blue porcelain company in north China,is faced with dozens of well-known porcelain competitors at home and abroad in the market sales,resulting in a slowdown in turnover growth and blocked market development.In this context,studying the marketing strategy of French blue porcelain company in shanxi has important practical value and practical significance.Based on luxury goods marketing theory,marketing strategy,systematicall expounded on the basis of related theory,through questionnaire and on-the-spot investigation to blue porcelain in shanxi area to study the situation and existing problems of marketing strategy,and by its main competitors and benchmarking enterprise cloisonne and refined analysis comparison,finally on the basis of relevant marketing theory and in view of the problems existing in the enterprise,from product,price,channel,promotion four aspects put forward the function of expand product,enhance the brand value,improve the pricing strategy,online channels,and further perfect the promotion strategy and so on,In order to obtain the better development of the company in the future,it also has a certain reference for similar enterprises in the industry.