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The Research of Brand Foundation and Development Strategy to Jingdezhen Domestic Pottery Industry

Author: ShiXiang
Tutor: WangAiHong
School: Jingdezhen Ceramic Institute
Course: Art of Design
Keywords: Brand Domestic pottery Ceramic design Brand strategy Brand image
CLC: J527
Type: Master's thesis
Year: 2010
Downloads: 195
Quote: 0
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Abstract


The history of making potteries in China is thousands of years long, Chinese ceramics, especially ceramics in Jingdezhen, is famous all over the world. But since the industrial revolution happened in Europe, especially in the 20th century, the ceramics industry in Europe and US and other Western industrial countries booming fast, putting us down far behind them,the gap between our ceramics industry and Western countries became wider and wider.There are many reasons for this gap, such as scientific technology and techniques. But the domestic pottery industry system was rigid in quite a long time, and the main reason is that there are few influential ceramic brands. Therefore, we can say, the gap between domestic and international ceramics industry was caused by brand image.This article, which is based on the Jingdezhen pottery industries, try to explore the influence of brand on domestic pottery design and its role in pottery and porcelain tableware industry development, through domestic and international ceramics industry comparative analysis. I hope this article will benefit both Jingdezhen domestic pottery industry and even all of Chinese pottery industries. Meanwhile, it brings positive changes, and reproduces the brilliance of Jingdezhen ceramics and Chinese ceramics.

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CLC: > Art > Arts and Crafts > China Arts and Crafts > Ceramics, lacquer
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