本科论文摘 要淄博陶瓷是当前民间工艺的重要代表之一，在今天随着经济的不断发展以及我国政府建设的发展，淄博陶瓷的发展环境也发生了一定的变化。本文以淄博华光陶瓷作为研究对象，首先对品牌管理，品牌营销以及网络营销进行说明，为本文奠定理论基础，其次对华光品牌营销现状进行分析，提出品牌营销存在目标客户分类维护力度不足，产品质量层次不齐以及品牌营销能力不足的问题。依据品牌营销以及品牌管理的理论提出华光陶瓷应该完善产品策略，价格策略，渠道维护策略以及多方面的促销策略，还提出了完善品牌维护管理以及品牌传播管理。 关键词：品牌管理；品牌营销；陶瓷本科论文AbstractZibo ceramics is one of the important representatives of the current folk crafts. Today, with the continuous development of economy and the development of China's government construction, the development environment of zibo ceramics has also undergone certain changes. In zibo ceramics of hua as the research object, first of all, brand management, brand marketing and network marketing, as the theoretical basis for this article, the second analysis about the present situation of hua guang brand marketing, brand marketing is the target customer classification of inadequate maintenance, product quality levels not neat, and the problem of insufficient brand marketing ability. According to the theory of brand marketing and brand management, it is proposed that huaguang ceramics should improve product strategy, price strategy, channel maintenance strategy and various promotion strategies, and also improve brand maintenance management and brand communication management.Key words： Brand management; Brand marketing; ceramic本科论文目 录前 言...........................................................11 相关概念及理论综述............................................21.1 品牌管理................................................21.2 品牌营销................................................21.3...
