试论钧瓷命名的理念和方法

Ideas and methods of naming Jun porcelain

钧瓷在世界陶瓷史上享有独特而崇高的地位,体现着中国人"天人合一"的精神理念。钧瓷命名是以中国传统文化为依据,以艺术审美为手段,以哲学的、宗教的、艺术的语言为载体,将其文化内涵恰当地表示出来,这既是钧瓷营销之必需,又有引领人们发现美、享受美的作用。在多元化的社会背景下,钧瓷的命名不但要求造成产品之间的区别,而且还要凸显其亮点,产生"画龙点睛"、"点石成金"之功效,使人们产生美好的联想,寄予微妙的情趣,获得审美的愉悦。钧瓷命名的理念、方法和技巧体现在钧瓷企业、品牌及产品的命名上。

Jun porcelain has a unique and high status in the world of pottery history, and embodies the Chinese spiritual concept of ＂harmony between human being and nature＂. Jun porcelain is named after Chinese traditional culture as the basis, the art aesthetic as the method, the philosophy, religion and artistic language as the carrier, speaking out its cultural connotation properly, which is both essential for jun porcelain marketing and helpful for people to discover and enjoy beauty. In a social background of diversification, the naming of Jun porcelain not only requires to make the difference between products, but also highlights their features, produces the effect of ＂making the finishing point＂, so as to to make people produce good associations, expect the subtle appeal and get aesthetic pleasure. The ideas, methods and skills of naming Jun porcelain are reflected by the naming of Jun porcelain enterprises, brands and products.