College or university of San Carlos
School Season: 2014-2015
Circumstance Analysis on
Rediscovering Marketing Niches within a Traditional Sector
Submitted by: Uy Chino Jr., L.
Alcantara, Mum. Janika
Date of Submission: November 21, 2014
Submitted to: Dr . Melanie de Ocampo
History of Porcelain
Porcelain originated from China. Even though proto-porcelain wares exist internet dating from the Shang Dynasty (1600вЂ“1046 BC), by Eastern Han Dynasty period (196вЂ“220) glazed ceramic wares had developed into porcelain. Porcelain manufactured through the Tang Dynasty (618вЂ“906) was exported for the Islamic world, where it was highly prized. Early porcelain of this type includes the tri-colour glazed porcelain, or perhaps sancai items. The exact separating line among proto-porcelain and porcelain items is not just a clear someone to date. Porcelain items in the sense that we find out them today could be found in the Tang Dynasty, and archaeological locates have pushed the goes back to as early as the Han Dynasty (206 BC вЂ“ 220 AD). By the Sui Dynasty (581вЂ“618) and Tang Dynasty (618вЂ“907), porcelain had become widely created.
Eventually, porcelain and the knowledge required to create it started to spread in other areas of East Asia. During the Tune Dynasty (960вЂ“1279), artistry and production experienced reached fresh heights. The manufacture of porcelain started to be highly prepared and the kiln sites, individuals excavated using this period, could fire as much as 25, 000 wares. When Xing Ware is regarded as among the greatest of the Tang porcelain kilns, Teil Ware started to be the top porcelain of Song Dynasty. By the Ming Dynasty (1368вЂ“1644), porcelain skill was being exported to Europe. Some of the most well-known Chinese porcelain art models arrived in European countries during this era, such as the sought after blue-and-white products. The Ming Dynasty managed much of the porcelain trade, that were further extended to all over Asia, The african continent and The european countries through the Silk Road. Afterwards, Portuguese stores began direct trade in the sea course with the Ming Dynasty in 1517 and were followed by Dutch merchants in 1598.
Some porcelain were a lot more highly highly valued than others in soberano China. We are able to identify the most valued types by their relationship with the court, either since tribute offerings, or because products of kilns underneath imperial supervision. One of the most famous examples are the Jingdezhen porcelain. During the Ming dynasty, Jingdezhen porcelain be a matter pertaining to imperial satisfaction. The Yongle emperor constructed a white colored porcelain brick-faced pagoda at Nanjing, and an exceptionally easily glazed form of white porcelain is peculiar to his reign. And Jingdezhen's celebrity come to a peak inside the Qing.
Statement of the Problem
How will Jingdezhen recover and compete again in the local and global industry?
Should they focus their very own marketing strategies upon niche markets and the actual path in the Haier group? Or get another way that could be risky and not clear. Can the govt help the porcelain making industry in China?
to be able to propose where you can focus China's porcelain sector with their marketing strategies towards specific niche market markets and determine whether the Haier version would be good for the sector.
-- Jingdezhen Commence of Technology
-- The region experience in the porcelain producing industry
- half of the metropolis is embark on porcelain development and revenue - JCAC presence in Jingdezhen
- Low technology
- Not enough innovation
- Small scale production
- bright ideas coming from designers in JIT.
- collectors market
- corporate marketplace
- mass market
- impartial local porcelain makers
- foreign porcelain companies
-- imitation by local porcelain makers
- JCAC is backed up by government (threat towards small , and medium scale porcelain makers)
Imitation via local porcelain makers...