The Research On The Ceramic Product Development Model Under The Local Industry Cluster

Hunan Liling is an important industrial base of ceramics, where the ceramic production has a long history, especially the pioneering colorful porcelain under glaze is world-famous, they say:all the famous porcelains are come out of Liling. Liling ceramics industry has formed the regional industry cluster effect. But the whole industry chain is in the lowest production links, high cost and low added value. Within the cluster, products are similar with each other, it has already can't meet to the various demands of consumers. Most enterprises of the industry are small-sized such as ceramic mill, whose products are particular. So it has very realistic significance to research the product development model for small mill under Liling ceramics industry cluster.This paper firstly analyzes the present situation of Liling's ceramic industrial cluster and product development of the ceramic mill, analyzes the significance of product development model research according to the theory of added value, constructs the integrated product development mode:sets product development, marketing and brand building in one body, defines product development purposes, strategy and process. Secondly, this research results are used to a workshop named HongYi porcelain mill. Based on the analysis of the existing product model and the SWOT of HongYi porcelain mill, verifies the usability of integrated product development model. Through analyzing the market, obtains product development opportunities for HongYi porcelain mill. And it proposes specific ideas for transformation of existing products and development of new products. It also provides specific ideas to marketing and brand founding. In the design practice, the mill's website is designed. It is the terminal application of the integrated product development mode.Through the research of integrated product development mode, this paper proposes new ideas for the small mills' product development under Liling ceramic industry cluster. It is hoped that there has certain reference significance for the future development of Liling ceramics industry.