瓷木产品战略设计研究

The Research on the Strategic Design of Porcelain and Wood Products

瓷木产品继承了中国传统文化,延续了"世界非物质文化遗产"青瓷制作工艺和木器工艺,实现了跨界组合,将艺术品打造成具有功能性的家居产品。本文通过分析瓷木产品的特点和市场现状,来确定产品目标人群和营销模式。主要从产品设计、市场定位和营销战略三个方面探讨瓷木产品如何拓展市场,占领市场空白点等。

Porcelain wood products inherited the Chinese traditional culture and continue world intangible heritage--celadon production process and wooden artworks. The realization of the cross-border combinations brings art into functional household products. This article determines the target population and marketing mode of their products through analysing the characteristics and market situation of porcelain and wood products. The article planes how porcelain wood products to develop the market and occupy the market gap from three aspect （the product design, market positioning and marketing strategy）.