蓝海战略视角下景德镇陶瓷文创产品价值创造路径  

Value Creation Path of Jingdezhen Ceramic Cultural and Creative Products under the Blue Sea Stragety

作　　者：张毅威 ZHANG Yiwei(School of International Studies,Jiangxi Normal University,Nanchang 330022,Jiangxi,China)

机构地区：[1]江西师范大学国际教育学院,江西南昌330022

出　　处：《中国陶瓷工业》2023年第5期83-86,共4页China Ceramic Industry

摘　　要：本文通过调研景德镇陶瓷文创产品市场发展现状,对比传统陶瓷产业从业者与年轻创客,发现景德镇陶瓷文创产品市场目前存在的问题,并以蓝海战略四步动作框架图为模型,构想出“艺术个性化扩展市场”的蓝海市场,提出具体的陶瓷文创产品的价值创造路径。Through the analysis of the market development status of Jingdezhen ceramic cultural and creative procucts and the comparison of traditional ceramic businessmen and young creative ceramic makers,it has been found that there are some problems in the present market.Blue sea strategy,featured with personalized art extension market,was put forward with its typical four steps scheme.Meanwhile,specific value creation path for ceramic cultural and creative products are proposed.

关 键 词：陶瓷文创产品 价值创造路径 蓝海战略 

分 类 号：TQ174.74[化学工程—陶瓷工业]