陶瓷饰品与品牌文化相结合的市场表现——以路易威登珐琅陶瓷手为例  

Market Performance of the Combination of Ceramic Jewelry and Brand Culture——Take Louis Vuitton Enamel Ceramic Hand as an Example

作　　者：毕敏 Bi Min(Jingdezhen Ceramics University,Jiangxi,Jingdezhen,333403,China)

机构地区：[1]景德镇陶瓷大学,江西景德镇333403

出　　处：《陶瓷》2023年第11期105-108,共4页Ceramics

基　　金：江西省高校人文社会科学研究2019年度项目《景德镇陶瓷品牌形象设计研究(1949-2019)》(项目编号:YS19122);江西省社会科学“十三五”(2020年)《景德镇陶瓷品牌设计研究(1919-2019)》(项目编号:20WT04);江西省哲学社会科学重点研究基地项目陶瓷设计与美术研究中心研究成果。

摘　　要：现代陶瓷饰品制作工艺精湛、技术复杂,其文化价值与艺术价值并存,因此消费需求增加。众多品牌结合陶瓷工艺进行陶瓷饰品设计。路易·威登作为品牌传播中较为成熟的案例,本文欲以分析其陶瓷元素注入品牌价值所带来的市场表现。分析西方品牌文化与陶瓷饰品结合的成功因素,结合市场营销策略。希望促进国内陶瓷饰品品牌的发展,找到一条适合中国现代陶瓷饰品品牌的发展道路。Modern ceramic handicrafts are exquisitely crafted and technically complex,and their cultural and artistic values coexist,so consumer demand is increasing.Many brands combine ceramic craftsmanship to design ceramic jewelry value.Louis Vuitton is a rich case in brand communication,and the literature intends to analyze the market performance brought about by injecting its ceramic elements into the brand value.Analyze the success factors of the combination of Western brand culture and ceramic jewelry,combined with market strategy marketing.We hope to promote the development of domestic ceramic jewelry brands and find a development path suitable for Chinese modern ceramic jewelry brands.

关 键 词：陶瓷饰品 品牌文化 路易·威登 市场营销 

分 类 号：TQ174.74[化学工程—陶瓷工业]