消费文化语境下景德镇日用瓷产业发展趋势分析

An Analysis of the Development Trend of Jingdezhen Daily-use Porcelain Industry in the Context of Consumer Culture

消费社会下,商品除实用功能外,还因其代表的符号意义受到消费者青睐,广告等视像文化的叙事逻辑更加强了商品与符号的连接,整个社会呈现出消费文化的特征。随着消费文化的全球性传播和人们生活水平的提高,在西方兴盛的消费文化逐渐影响到中国,整个中国消费市场显现出消费文化的特征,景德镇作为中国消费市场的组成部分,也会受到了消费文化的影响。日用瓷作为景德镇陶瓷市场的基础组成部分,其发展势必受到消费文化的导向影响,其自身也将朝着产品设计文化化、产品分类多元化、产品传播视像化、整体产品品牌化、产品与科技融合化等趋势发展。

In the consumer society, in addition to their practical functions, the goods are favored by consumers because of their symbolic meanings. The narrative logic of advertising and other video cultures strengthens the connection between goods and symbols, and the whole society presents the characteristics of consumer culture. With the global spread of consumer culture and the improvement of people’s living standards, the consumer culture that flourished in the West has gradually affected China. The entire Chinese consumer market has shown the characteristics of consumer culture. As part of the Chinese consumer market, the market in Jingdezhen would also be affected by the consumer culture. As a basic component of Jingdezhen ceramic market, daily-use porcelain is bound to be influenced by the orientation of consumer culture, and its future development will feature the culture-oriented product design, diversified product categories, visualized products spreading, the overall branding of products, and the integration of products and technology.