宜兴紫砂壶营销策略研究摘要宜兴紫砂壶以其独特的制作工艺、艺术兼容性、宜茶性等自明清以来就深受百姓的喜爱，并且承载着华夏文明远销海外。随着紫砂壶市场的形成，每个时代都有其独特的营销手段。近几年，随着市场经济的发展，宜兴紫砂壶市场暴露出许多问题，消费群体单一、生产模式散乱、行业管理法规的不健全、从业者缺乏商业信誉与职业道德等。面对这样前所未有的严峻的挑战，创新和完善宜兴紫砂壶生产模式，拓宽宜兴紫砂壶售卖渠道，改变宜兴紫砂壶营销策略和加大宜兴紫砂壶的推广力度迫在眉睫。在政府和宜兴紫砂壶从业者共同努力下，相信宜兴紫砂壶市场会越变越好，把宜兴打造成中国唯一一把紫砂壶，打造成为中国的骄傲。关键词宜兴紫砂壶营销策略创新Research on Marketing Strategy of Yixing Purple Clay TeapotAbstract Purple Clay teapots in Yixing have been loved by the people since the Ming and Qingdynasties because of their unique production techniques,artistic compatibility and tea-friendlyquality.With the formation of Purple Clay Pot market,each era has its own unique marketingmeans.In recent years,with the development of market economy,the Purple Clay Pot market inYixing has exposed many problems,such as single consumer group,scattered production mode,imperfect industry management laws and regulations,lack of business reputation andprofessional ethics.In the face of such unprecedented challenges,it is urgent to innovate andperfect the production model of purple clay pots in Yixing,widen the sales channels of purple claypots in Yixing,change the marketing strategy of purple clay pots in Yixing and increase thepromotion of purple clay pots in Yixing.With the joint efforts of the govemment and thepractitioners of Purple Clay Pots in Yixing,it is believed that the market of purple clay pots inYixing will get better and better,making Yixing the only Purple Clay Pot in China and the pride ofChina.Key words Yixing Purple Clay Teapot Marketing Strategy Innovate目录引言…一、宜兴紫砂壶产业的发展历程及特点。。。。(一)宜兴紫砂壶产业的发展历程....................................................(二)宜兴紫砂壶市场的特点(一)宜兴紫砂壶的营销现状.e.........................................................(二)宜兴紫砂壶营销的存在问题三、宜兴紫砂壶的营销对策研究..(一)宜兴紫砂壶的产品策略.................................................(二)宜兴紫砂壶的价格策略(三)宜兴紫砂壶的渠道策略(四)宜兴紫砂壶的促销策略...........................................