摘 要陶瓷业是德化县的主要经济命脉，家家户户几乎都从事与陶瓷相关的产业。宋汝陶瓷公司是一家小企业，骨干员工不能形成合力、次品多、产品定价单一、无品牌、市场小、坏账严重，当下又遭遇新冠疫情，线下营销一筹莫展。本文提出拥抱先进技术、价格优化策略、导入骨干员工合伙人机制、重视公司使命下的品牌建设、全员营销、借力政府帮扶措施以期破解困境。关键词：德化；宋汝陶瓷公司；营销困境；破解AbstractCeramic industry is the main economic lifeline of dehua county, almost every family is engaged in the industry related to ceramics. Song ru ceramic company is a small business, the backbone staff can not form a joint force, many defective products, single product pricing, no brand, small market, serious bad debt, and now encountered a new epidemic, offline marketing helpless. This paper proposes to embrace advanced technology, price optimization strategy, introduce the key employee partnership mechanism, attach importance to the company's mission of brand building, full staff marketing, leverage the government to help solve the dilemma.Key words：DeHua；Song Ru ceramic company；Marketing dilemma；Crack目 录1 引 言...............................................................................................................P12 文献综述...............................................................................................................P12.1 选题意义...............................................................................................................P12.1.1 理论意义...........................................................................................................P12.1.2 实际意义...........................................................................................................P22.2 国内研究现状......................................................................................................P22.3 研究评述...............................................
