建筑陶瓷行业的线上转型之路:挑战与对策  

The Transformation of Building Ceramics Industry in the Online World:Challenges and Strategies

作　　者：李海龙 周腾飞 陈定生 Li Hailong;Zhou Tengfei;Chen Dingsheng(Mona Lisa Group Co.Ltd,Guangdong,Foshan,528211,China;Guangdong Large-sized Ceramic Thin Plate Enterprise Key Laboratory,Guangdong,Foshan,528211,China)

机构地区：[1]蒙娜丽莎集团股份有限公司,广东佛山528211 [2]广东大尺寸陶瓷薄板企业重点实验室,广东佛山528211

出　　处：《陶瓷》2024年第11期9-11,59,共4页Ceramics

摘　　要：在全球化和技术革命的背景下,建筑陶瓷行业正面临前所未有的挑战与机遇。数字化转型对于建筑陶瓷企业实现持续增长和保持竞争力具有重要意义。笔者首先分析了建筑陶瓷行业所面临的挑战,包括消费体验复制、物流配送、市场与消费者教育以及线上线下渠道整合;同时还提出了相应的对策建议,包括提升消费者体验、构建电商平台、优化物流系统、强化客服支持和服务、实施数字化营销、实现线上与经销商关系平衡以及积极处理线上负面消息等;最后总结了实施线上转型策略的必要性,并强调了建筑陶瓷企业应对市场挑战和把握数字化转型机遇的重要性。In the context of globalization and technological revolution,the architectural ceramic industry is facing unprecedented challenges and opportunities.Digital transformation is of great significance for architectural ceramic enterprises to achieve sustained growth and maintain competitiveness.This article first analyzes the challenges faced by the architectural ceramic industry,including consumer experience replication,logistics and distribution,market and consumer education,and online and offline channel integration,Then,this article proposes corresponding countermeasures and suggestions,including improving consumer experience,building e-commerce platforms,optimizing logistics systems,strengthening customer service support and services,implementing digital marketing,achieving a balance between online and dealer relationships,and actively handling negative online news.Finally,this article summarizes the necessity of implementing online transformation strategies and emphasizes the importance of architectural ceramic enterprises responding to market challenges and seizing the opportunities of digital transformation.

关 键 词：建筑陶瓷 线上转型 挑战 对策 

分 类 号：TQ174.76[化学工程—陶瓷工业]