Research On Jian Zhan’s Aesthetic Culture And Contemporary Brand Consumption

This thesis discusses the causes and development process of Jian Zhan traditional aesthetic culture from the external factors of ceramics and the internal influence of Tang and Song dynasties.Firstly,the formation and evolution of ceramic technology is the predecessor of Jian Zhan technology,and Jian Zhan technology aesthetics also inherits the process aesthetics of ceramics;Secondly,from the perspective of times and social factors,the open society thought and social environment of the Tang Dynasty created opportunities for ceramic crafts to open branches and leaves,and also provided basic conditions for the inclusiveness and aesthetic dissemination of Jian Zhan.The strong artistic atmosphere of the Song Dynasty became an important opportunity for the development of Jian Zhan.The tea fighting culture and Jian Zhan influenced each other and became an artistic activity and artistic creation,At the same time,the cultural thought of agency in the Song Dynasty also affected the process of Song people’s appreciation of the art of building lanterns and the process of firing the craft of building lanterns.Under the influence of Song society and Neo Confucianism culture,the central aesthetic thought of "simplicity" was formed.The aesthetic characteristics are reflected in the aesthetic appearance of the traditional craft of building lanterns,that is,the type of building lanterns and the color and pattern of building lanterns.Starting from the visual elements such as the type of lanterns,the tone of glaze and the pattern of lanterns,Study the aesthetic characteristics of traditional Jian Zhan and the innovative aesthetic characteristics after inheritance.This thesis also analyzes the current situation of Jian Zhan brand and Jian Zhan brand consumption,as well as the contemporary aesthetic trend of Jian Zhan brand from the perspective of brand and consumption.In the new era,Jian Zhan,an intangible cultural heritage,combines contemporary art consumption products: brand design.Jian Zhan brand composition includes Jian Zhan brand design,Jian Zhan brand promotion and Jian Zhan brand connotation.Jian Zhan brand design also includes Jian Zhan product design,Jian Zhan logo design and packaging design.Jian Zhan brand helps to publicize and promote Jian Zhan culture on the one hand,and more importantly,drives Jian Zhan consumer market,Brand has become the mainstream of Jian Zhan consumption.Through the combination of interview survey and questionnaire survey,this thesis explores Jian Zhan brand consumption.Firstly,from the perspective of Jian Zhan brand consumers,this thesis explores the early purchase purpose and motivation of Jian Zhan brand consumers,mainly including the emotional psychology of Chinese traditional culture,the rational and practical purpose and the simple herd consumption psychology.Taking the consumption psychology and survey as the data,this thesis obtains the behavior characteristics of Jian Zhan brand consumers: price Brand symbols and group consumption.From the perspective of Jian Zhan brand,it includes the consumption mode and consumer group positioning of Jian Zhan brand.Consumers have different aesthetic feelings and inner experience about the online and offline consumption mode of Jian Zhan brand.It studies the positioning of Jian Zhan brand to consumer group from the four aspects of age,price,region and time.Finally,it interprets the consumption behavior mode of contemporary Jian Zhan brand from the perspective of Jian Zhan aesthetic culture and relevant concepts.Consumers’ psychological feelings and Jian Zhan brand consumption behavior are the feedback of contemporary Jian Zhan brand consumption.These feedback,as effective suggestions of Jian Zhan brand marketing strategy,provide a clear direction for future promotion and development.