【作者】 陆妙琴；

【导师】 邵丽萍；

【作者基本信息】 北京交通大学 ， 工商管理， 2008， 硕士

【摘要】 随着经济的发展和人们生活水平的提高,国内外市场对陶瓷产品特别是中、高档陶瓷的需求呈增长趋势。但在目前原材料资源及能源越来越稀缺、技术标准越来越高以及人力成本不断上涨的情况下,中国陶瓷企业的盈利空间正不断缩小。从目前国际与国内环境来看,中国陶瓷业面临着较大的挑战,同时也预示一个较好的发展机遇。从国际环境看,世界经济的增长和贸易格局的发展趋势,将成为中国陶瓷业实施名牌战略的有利时机,特别是中国加入世贸组织后,将加速我国陶瓷行业的国际化进程,促进我国陶瓷产业结构的调整。从国内环境看,中国确立了一些诸如加快产业结构调整、推进工业改革、扩大开放等方面的政策,也为中国陶瓷行业创建知名品牌提供了基础支持。因此,研究当前形势下中国陶瓷出口业的发展对策,积极适应国际与国内环境的变化与需求,以支持中国陶瓷出口业的可持续健康发展,是具有现实意义的课题。本论文首先介绍了中国陶瓷出口业的现状,分析并指出目前企业普遍存在价格低廉、自主创新能力不足、缺乏特色与品牌、缺乏专业人才以及环境污染严重等问题;其次,针对国内外环境,论述了中国陶瓷出口业面临着全球化、国家新政策等多方面带来的发展机遇;第三,从产品发展、企业管理优化、海外市场营销等方面,提出了中国陶瓷出口业的具体发展对策;最后,以华光陶瓷公司为研究对象进行了案例分析,并阐明了本文的主要贡献与创新点。更多还原

【Abstract】 With the development of the economy and the improvement of people’s living standards, the demand for ceramics, especially for those of medium or high quality is increasing in both domestic and oversea markets. However, due to the high technology and increasing scarce of raw materials and energy, the price of ceramics has been rising constantly. Consequently, ceramic enterprises are making less profit. The current international and domestic situation indicates that Chinese ceramic enterprises face a great challenge but a favorable opportunity for development. From an international perspective, the growth of world economy and the pattern of international trade will become a golden opportunity for Chinese ceramic enterprises to apply the brand strategy. Especially, after China’s entry into WTO, the process of the internationalization of Chinese ceramic industries will be accelerated and the adjustment of the industrial structure will be promoted. From a domestic perspective, a series of policies for economic development are formulated, such as expediting the adjustment of the industrial structure, promoting the industrial reform, strengthening the opening policy, which provide the basic support for Chinese ceramic industries for brand establishment. Therefore, it is practical to study the current development strategies for Chinese exporting industries of ceramics so as to actively adjust themselves to the changes and demands both externally and internally with a view to supporting the Chinese exporting industry of ceramics.This paper firstly introduces the current status of Chinese exporting industry of ceramics and points out, based on analysis, the current problems in ceramic industries, such as low prices, insufficient creative spirit, inadequate specialty and branding strategies, lacking professionals, environmental pollution and so on. Secondly, in view of domestic and overseas perspective, the author discusses the opportunities that Chinese exporting ceramics faces as a result of globalization, new government policies and so on. Thirdly, the author proposes specific strategies for the development of Chinese exporting industries of ceramics from the perspectives of the product development, the optimization of the enterprising management, and the sales of overseas markets. Lastly, the author conducts a case study of Huaguang Ceramics Corporation and expound this paper main contribution and the innovation point.更多还原