【作者】 王慧；

【导师】 王亚江；

【作者基本信息】 河北大学 ， 工商管理（专业学位）， 2016， 硕士

【摘要】 曲阳雕刻始于汉,兴于唐,盛于元,传承2000多年,在汉代就有“雕刻之乡”之美誉。至元代,曲阳雕刻达到历史的鼎盛时期,曲阳雕刻艺术家杨琼的“一狮一鼎”被忽必烈赞为绝艺。新中国成立后,曲阳石雕艺人更是参加了人民英雄纪念碑、人民大会堂、天安门广场等共和国标志性建筑的建设,改革开放后,曲阳石雕更是成为了曲阳县的支柱性企业,A雕塑公司作为当地雕刻行业的龙头企业,被文化部列为第一批国家级非物质文化遗产生产性保护示范基地。但是由于经济发展,产品更新等问题也使A雕塑公司面临了销售下滑、利润降低等诸多问题。所以本文以A雕塑公司作为案例进行研究,提出适合A雕塑公司石雕企业的营销组合策略。论文首先介绍了石雕产品营销研究目的、意义、方法和框架以及市场营销相关概念与理论概述,其次运用STP战略以及4P策略来对企业存在问题做了分析。最后,针对STP战略和4P策略问题分析制定了适合A雕塑公司策略提出了解决对策。从而在顺应经济发展大趋势下,石雕产品的发展要求、不断创新、快速发展本文作者最后对石雕的创新营销做了阐述,提出石雕产品市场营销的发展的思路及对策,为A雕塑公司的业务发展及同行业提供了一个参考与借鉴。更多还原

【Abstract】 Quyang carving began in the Han, Xing Yu Tang, Sheng Yuan, 2000 years of heritage, in the Han Dynasty is famous as "hometown of carving". To the Yuan Dynasty, Quyang carving reached its heyday, Quyang carving artists Yang Qiong "a lion a tripod" by Kublai Khan as Jueyi of praise. After the founding of new China, Quyang stone carving artists participated in the construction of the building, such as the symbol of the people’s Heroes Monument, the Great Hall of the People’s Republic of China, Tiananmen square, etc. After the reform and opening up, Quyang stone has become a pillar of Quyang county enterprises. A sculpture company as the local carving industry leading enterprises, is listed as the first batch of national intangible cultural heritage protection production demonstration base of the Ministry of culture. However, due to economic development, product updates and other issues also make A company faced with a number of issues such as sales decline, lower profits and so on. So A sculpture company as a case study in this paper, put forward the marketing combination strategy for A enterprise stone sculpture company. First of all, the paper introduces the purpose, significance, methods and framework of the marketing research of stone carving products, as well as the relevant concepts and theories of marketing, and then analyzes the existing problems in the enterprise by using the STP strategy and 4P strategy. Finally, according to the analysis of STP strategy and 4P strategy, the strategy of A sculpture company was established and the countermeasures were put forward. So as to conform to the trend of economic development, the development requirements of stone carving products, innovative and rapid development. In the end, the author makes an exposition of the innovative marketing of stone carving, and puts forward the ideas and Countermeasures of the development of the stone carving products marketing, which provides a reference and reference for the development of A sculpture company’s cargo business and the industry.更多还原