摘要：随着人们对住房需求的不断增加，房地产行业得到了空前的发展，同时紧紧围绕房地产的建筑墙、地砖市场，需求巨大。目前市场上几千家本土企业生产的建筑墙、墙地砖产品在市场上销售，竞争趋于白热化。商家们都纷纷进行价格战，这种恶性竞争严重危害到了企业的发展。为此，针对国内市场瓷砖销售的现状分析，并以东鹏陶瓷股份有限公司为例，通过4PS模型进行研究，同时将传统的销售渠道和网络营销渠道相结合，提出新的营销思路。

关键词：建陶企业；瓷砖营销；营销策略；网络营销

Abstract: Along with the continual increasing housing demand, the real estate industry has witnessed an unprecedented development, which also drove the building material market in huge demand. Currently，there are thousands of local manufacturers in the market producing and selling constructional walls and  tiles, turning the competition white-hot.Many companies started to compete over price, while this kind of vicious competition would seriously jeopardize the development of them.For this reason, in order to put forward new marketing path, traditional selling channel and online marketing channel should be integrated through the analysis of status quo of tile selling in the domestic market, taking Dongpeng tile Co.Ltd as example and by means of studying the 4P model.

Key Words: Building Ceramic Enterprise ；Ceramic Tile Marketing ；Marketing Strategy ；The Network Marketing