中国陶瓷文化国际营销策略研究.docVIP

《国际服务市场营销》课程结课论文 中国陶瓷文化国际营销策略研究 （） 2013年4月 《国际服务市场营销》课程结课论文 中国陶瓷文化国际营销策略研究 学 院： 专 业： 旅游管理 学生 姓名： 学 号： 成 绩：  摘要 陶瓷是中国文明的瑰宝，是古代中国人民的伟大发明，是中华民族对人类文明的杰出贡献。无论是从平民百姓到皇室贵族，还是从物质生活到意识形态，中国人与陶瓷艺术品都有着千丝万缕的情愫，陶瓷是中国的符号，更是中国传统文化的代表之一。近年来，随着经济全球化趋势的不断深化，国际间竞争日趋激烈和国际经济产业结构的调整，陶瓷业在迎来更好的机遇的同时也面临着更大的挑战。此时，作为中国传统文化产业的陶瓷业必须稳稳的抓住机遇，迎接挑战。而陶瓷业怎样做好国际营销成为一个有着重要意义的研究课题。本文主要从陶瓷业的优势，劣势，机会，威胁进行分析，同时对陶瓷企业如何实现产业升级发展，进行文化创意转型，提升国际竞争力进行了研究。 关键词 中国陶瓷业 国际营销 文化创意 国际竞争 Abstract Ceramics is the treasure of Chinese civilization, is the great inventions of the ancient Chinese people, is a remarkable contribution to human civilization of the Chinese nation. Either from the civilian population to the Royal family and nobles, or from material life to the ideology, the feelings of Chinese ceramics and works of art are inextricably, ceramic is the symbol of China, is one of the representatives of the Chinese traditional culture. In recent years, with the deepening of economic globalization, international competition is becoming increasingly fierce and the adjustment of the industrial structure of the international economy, at the dawn of the ceramic industry a better chance, but faces a bigger challenge. At this point, as a traditional Chinese culture industry of ceramics industry must seize the opportunity of the steady, rise to the challenge. How to improve international marketing of the ceramic industry became an important topic of study. This paper analyses the advantages of ceramics, weaknesses, opportunities, threats, as well as international marketing strategy. While ceramic enterprises on how to achieve industrial development and international competitiveness have been studied. Keywords　 Chinas ceramic industry International marketing Internationa competition cultural and creative  目 录 摘要 I Abstract II 绪论 1 一、中国陶瓷业在国际营销中的现状分析 1 （一）优势 1 （二）劣势 1 （三）机会 （四）威