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我国陶瓷行业自80年代以来取得了长足的进步,国有的、集体的、个体的陶瓷企业纷纷组建。据有关部门统计,仅广东省就有陶瓷企业400多家,而佛山石湾便有300多家。市场竞争的原则是优胜劣汰,适者生存,陶瓷市场在呼唤着名牌,谁实施自己的“名牌战略”,谁就有可能在前景看好的陶瓷市场中占有一席之地,否则,必被挤出市场。 在世纪之交激烈的市场竞争中,陶瓷企业如何确立自己的“名牌战略”呢?笔者认为应着重以下几个方面:
China’s ceramic industry has made great progress since the 1980s, and state-owned, collective, and individual ceramic companies have been established. According to relevant statistics, there are more than 400 ceramic enterprises in Guangdong alone, and there are more than 300 in Shiwan, Foshan. The principle of market competition is survival of the fittest and survival of the fittest. The ceramics market is calling for brand names. Whoever implements its own “brand strategy” will have a place in the promising ceramic market. Otherwise, it will be squeezed out of the market. In the fierce market competition at the turn of the century, how do ceramic companies establish their own “brand strategy”? The author believes that the following aspects should be emphasized: