基于区域品牌与景德镇陶瓷文化:构建地方陶瓷品牌的管理路径与文化价值  

Based on Regional Brand and Jingdezhen Ceramic Culture:Build the Management Path and Cultural Value of Local Ceramic Brand

作　　者：谢佳豪 Xie Jiahao

机构地区：[1]不详

出　　处：《景德镇陶瓷》2025年第1期24-26,共3页Jingdezhen Ceramics

摘　　要：随着经济全球化,区域品牌成为提升地方经济竞争力的重要手段。景德镇陶瓷作为中国传统文化的象征,面临品牌同质化和国际竞争力不足的挑战,需通过有效管理策略应对。本研究应用Anholt的区域品牌六边形框架,从旅游、出口、投资与移居、文化与遗产、人民、政府治理六个维度分析景德镇陶瓷品牌管理路径。研究发现,通过保护传统技艺、推动国际推广、建设现代化产业园区和政策支持,能有效增强景德镇陶瓷的国际竞争力,并促进其文化价值的可持续发展。With the globalization of economy,regional brands have become an important means to enhance the competitiveness of local economy.As a symbol of traditional Chinese culture,Jingdezhen ceramics is facing the challenge of brand homogenization and insufficient international competitiveness,which needs to be dealt with through effective management strategies.This study applied Anholt's regional brand hexagonal framework to analyze the brand management path of Jingdezhen ceramics from six dimensions:tourism,export,investment and migration,culture and heritage,people,and government governance.The study finds that the international competitiveness of Jingdezhen ceramics can be effectively enhanced and the sustainable development of its cultural value can be effectively enhanced by protecting traditional skills,promoting international promotion,building modern industrial parks and policy support.

关 键 词：景德镇 陶瓷品牌 区域品牌理论 

分 类 号：F42[经济管理—产业经济]