文旅融合背景下景德镇陶瓷文化产业发展研究

Research on the Development of the Ceramic Culture Industry in Jingdezhen under the Background of Integration of Culture and Tourism

目前我国十分重视文化与旅游融合发展,这也给景德镇陶瓷文化产业的发展带来了机遇与挑战。作为千年瓷都,景德镇至今仍保留着国内外最丰富、最独特的陶瓷文化遗产和手工制瓷工艺生产体系。虽然在文旅融合背景下景德镇陶瓷有其特有的发展优势,但也存在着知名度有待提高、营销模式出现偏差、文旅产业发展与城市知名度不符等制约发展的因素。景德镇陶瓷文旅产业可持续发展应从打响国际知名度、知识产权保护、创新营销宣传、加强文旅产业融合开发4个方面展开。

At present, China attaches great importance to the integrated development of culture and tourism, which also brings opportunities and challenges to the development of Jingdezhen ceramic culture industry. As the millennium porcelain capital, Jingdezhen still retains the richest and most unique ceramic cultural heritage and manual porcelain production system at home and abroad. Although Jingdezhen ceramics has its unique development advantages under the background of cultural tourism integration, there are also some factors restricting its development, such as the need to improve its popularity, the deviation of marketing model, and the inconsistency between the development of cultural tourism industry and the popularity of the city. The sustainable development of Jingdezhen ceramic culture and tourism industry will be achieved with the following four aspects: growing international popularity, protecting intellectual property, innovativing marketing publicity and strengthening the integrated development of culture and tourism industry.