景德镇陶瓷要立足景德镇,面向全国,走出世界,达到曾经的辉煌,必须在现代经营上一个新台阶。连锁经营作为现代行销和现代管理的方式,已经被市场认可。目前,景德镇的陶瓷企业纷纷通过直营、特许加盟等方式走向全国,有的企业的店铺达到200家以上,品牌效应开始显现。本文从连锁经营的优势和品类管理出发,对景德镇陶瓷区域品牌进行多种通路设计,通过品牌联合,达到市场连通。 Jingdezhen ceramics to be based in Jingdezhen, facing the country, out of the world, to achieve the glory, must be in a modern management to a new level. As a modern marketing and modern management of chain management, has been recognized by the market. At present, Jingdezhen ceramic enterprises have been through direct sales, franchising and other means to the country, some companies have reached more than 200 stores, the brand began to show. Based on the advantages of chain management and category management, this article designs a variety of access roads for Jingdezhen ceramics regional brands and achieves market connectivity through brand combination.