| As a model representative of traditional Chinese culture,Jingdezhen’s ceramic art has been included in the list of intangible cultural heritage protection.As a thousand-year-old town,Jingdezhen is an important cultural heritage city with rich Chinese traditional cultural heritage.The new era endows intangible cultural heritage with a new mission.Standing at a new historical starting point,we must be good practitioners and guardians of intangible cultural heritage protection and inheritance,build a high-quality Jingdezhen ceramic brand,promote the protection and inheritance of Jingdezhen ceramic culture,and tell a good story for thousands of years Ceramic Stories.With people’s yearning for a better life and the migration of public aesthetics,people’s consumption demand for spiritual and cultural products is increasing day by day.Jingdezhen’s ceramic art market economy is experiencing the nirvana of the phoenix,which means that Jingdezhen’s ceramic brand has new opportunities to promote its development..Jingdezhen has many ceramic brands,but there is a lack of unique points of difference among the brands,which hinders the public’s recognition of Jingdezhen ceramic brands and limits their promotion.Therefore,effective brand image design and promotion can enhance consumers’ awareness,recognition and loyalty to ceramic brands,thereby laying a solid foundation for the future development of the brand.Based on the background of intangible cultural heritage,this thesis explores the problems of Jingdezhen ceramic brand in brand image design and promotion,and takes "Yueshang" ceramic brand as an example to conduct practical research.The research methods include literature longitudinal combing method,case comparative analysis method,field investigation method,hierarchical classification induction method,etc.,aiming to provide specific support and reference basis for the practice of Jingdezhen ceramic brand image design and promotion.In the market research and analysis,the internal and external factors of ceramic brand development are comprehensively analyzed through SWOT analysis,and optimization strategies are proposed to provide theoretical support for design practice.Practical research includes "Yueshang" ceramic brand basic system design,application system design,brand promotion and derivative product application practice.This study has important practical significance and research value for exploring the development of Jingdezhen ceramic brand. |
