中国陶瓷文化国际营销策略研究∗

摘要

陶瓷是中国文明的瑰宝，是中国古代人民的伟大发明，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，陶瓷行业在迎来更好机遇的同时，也面临着更大的挑战。此时，作为中国传统文化产业的陶瓷行业必须抓住机遇，迎接挑战。而陶瓷行业怎样做好国际营销，则成为一个有着重要意义的研究课题。笔者主要从陶瓷行业的优势、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及发展，进行文化创意转型，提升国际竞争力进行了研究。%Ceramics is the treasure of Chinese civilization,is the great inventions of the ancient Chinese people,is a remarka-ble contribution to human civilization of the Chinese nation.Either from the civilian population to the royal family and no-bles,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 eco-nomic globalization,international competition is becoming increasingly fierce and the adj ustment 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.