景德镇陶瓷文化品牌发展策略研究

Research on the Development Strategy of Jingdezhen Ceramic Culture Brand

景德镇是享誉世界的千年瓷都,具有深厚的陶瓷文化底蕴,发展陶瓷文化品牌具有巨大的潜力和广阔的前景。本文在分析景德镇在陶瓷文化品牌发展过程中历史与现实的基础上,提出了要深入挖掘景德镇的陶瓷文化资源,注重顶层设计,增强陶瓷文化品牌发展力;打造龙头企业,提高陶瓷文化品牌竞争力;加强营销宣传,提升陶瓷文化品牌影响力;培育新型业态,激活陶瓷文化品牌创新力;赋能景德镇进一步做大做强陶瓷文化品牌的策略。

Jingdezhen is a world-renowned millennium porcelain capital with profound ceramic cultural heritage.Developing ceramic cultural brands has great potential and broad prospects.Based on the analysis of its history and reality in the development of ceramic cultural brands,this article proposes to deeply explore its ceramic cultural resources,pay attention to top-level design,enhance their development power;build leading enterprises,improve their competitiveness;strengthen marketing publicity,enhance their infl uence;cultivate new business models,activate their innovation power;empower Jingdezhen to further expand and strengthen their strategy.