国家陶瓷文化传承创新试验区视野下“摆摊经济”对景德镇个人陶瓷品牌设计的构建研究  

Study on the Construction of Individual Ceramic Brand Design in Jingdezhen by"Stall Economy"from the Perspective of National Ceramic Culture Inheritance and Innovation Pilot Zone

作　　者：何科丁 程海盈 He Keding;Cheng Haiying(Jingdezhen Ceramic University,Jingdezhen,333403)

机构地区：[1]景德镇陶瓷大学,景德镇333403

出　　处：《陶瓷研究》2023年第4期5-8,共4页Ceramic Studies

基　　金：2022年江西省高校人文社会科学研究项目(项目编号:YS22121)——《基于国家陶瓷文化传承创新试验区下的“摆摊经济”对景德镇个人陶瓷品牌设计研究》;江西省高层次高技能领军人才培养工程。

摘　　要：本文以国家陶瓷文化传承创新试验区为视角,对景德镇“摆摊经济”的社会现象进行深入分析,探究“摆摊经济”系统化、规范化、文旅化后对景德镇个人陶瓷品牌的建构有何影响。通过论述“摆摊经济”与景德镇个人陶瓷品牌设计二者的相互关系,提出“摆摊经济”景德镇陶瓷个人品牌可以从明确市场导向的品牌定位、提升需求导向的产品价值以及明确市场导向的品牌定位三个方向进行构建。本研究有助于景德镇特色个人陶瓷品牌的构建,为推进国家陶瓷文化传承创新试验区视野下“摆摊经济”的发展提供了新思路和有效参考。This article takes the National Ceramic Culture Inheritance and Innovation Experimental Zone as the perspective to conduct an in-depth analysis of the social phenomenon of the"stall economy"in Jingdezhen,exploring the impact of the systematization,standardization,and cultural tourism of the"stall economy"on the construction of personal ceramic brands in Jingdezhen.By discussing the interrelationship between the"stall economy"and the personal ceramic brand design of Jingdezhen,it is proposed that the"stall economy"Jingdezhen ceramic personal brand can be constructed from three directions:clear market oriented brand positioning,increased demand oriented product value,and clear market oriented brand positioning.This study contributesto the construction of a distinctive personal ceramic brand in Jingdezhen,and providesnew ideasand effective references for promoting the development of the"stall economy"under the perspective of the National Ceramic Culture Inheritance and Innovation Pilot Zone.

关 键 词：国家陶瓷文化传承创新试验区 景德镇 摆摊经济 个人陶瓷品牌 

分 类 号：J527[艺术—艺术设计]