论文部分内容阅读
陶瓷不是快速消费品,消费者对装饰材料的重复使用率低、关注度低,因此,在很长一段时间里,建陶行业都认为把品牌推广到经销商、设计师这个层面就可以了。但在2007年开始出现的行业大洗牌使得建陶企业强者更强,弱者更弱。因此,借助大众媒体进行大众传播,进而让自己成为名副其实的全国品牌,增强自身的品牌影响力和核心竞争力,便成为了中国陶瓷主流品牌的必然选择。
Ceramic is not a fast moving consumer goods, consumer use of decorative materials, low repetition rate, low degree of concern, therefore, for a long period of time, building ceramics industry that the brand promotion to the dealer, designer level can be. However, the great reshuffle in the industry that started in 2007 made the stronger of building ceramics enterprises stronger and the weak ones weaker. Therefore, with the mass media for mass communication, and then make themselves a truly national brand, enhance their brand influence and core competitiveness, it has become the inevitable choice for China’s mainstream ceramic brands.