The Cultural Tourism Products Brand Management And Research Of Jingdezhen A Ceramic Enterprise

Culture is the soul of tourism, and tourism is th e approach to cultural development. To build Jingdezhen’s traditional ceram ic enterprises into cultural tourism brands, is of great significance for carrying forward Chinese ceramic culture, enriching the contents of tourism, and promoting the integration of ceramic culture and tourist industry. Based on the theori es of dom estic and foreign scholars on cultural tourism and brand m anagement, and the theories on the transformation of Jingdezhen’s traditional ceramic enterprises, this paper analyses the pro blems that occur when the tradit ional ceramic enterprises of Ji ngdezhen make their cultural tourist products and manage their brands, and shows the f actors that restrain the development of these enterprises. T his paper also tries to present a m odel of brand management for the cultural tourist products through the aspects of brand positioning, brand marketing and promotion, brand extension and brand maintenance, so that to help accelerate the p rocess of transition f rom traditional ceramic enterprises to cultural tourism enterprises with modern m anagement concepts. And finally, the paper proposes a road of recove ry for the traditional ceram ic enterprises against the background of the development of cultural tourism.