陶瓷时装化理念剖析

面对建陶行业发展陷入停滞不前的窘境。佛山欧神诺陶瓷有限公司针对消费者需求日益凸现空间化、艺术化、自然化以及个性化特点。提出了“陶瓷时装化”的消费概念,并将其上升到企业的经营理念——“天下无砖”,以期通过元素、空间、服务三个层面的内涵来实现“陶瓷时装化”的战略构想。本文主要研究了“陶瓷时装化”战略的内涵及实质,从市场营销观念创新和市场营销策略创新两个方面对“陶瓷时装化”理念进行了剖析。

STUDY ON MARKETING CONCEPT OF CERAMIC FASHIONALIZATION

Facing the difficult situation that construction ceramic industry didn't develop after the golden age in 1990s,Oceano Ceramic Corporation brought forward a concept of "ceramic fashionalization",which calls for anticipation of floor tile consumers' demand in view of their attention to space,art,environment protection and individuality,which they made their management policy and further evolved to a marketing principle,i.e."no tile in the world",hoping to achieve that concept by providing individualized construction elements,space and service.This article analyzes the essence of this concept from the perspective of innovation in marketing concept and strategy.