Liling Hongguan Kiln Ceramics Brand Image Promotion Research And Planning Practice

Ceramic culture is a shining pearl in the long history of Chinese culture,and it is also an indispensable and important part of it.The mountains and rivers in Hunan are beautiful,with outstanding people,and the Hunan culture has a long history.Among them,the birthplace of Hunan ceramics represented by Liling is worthy of our in-depth exploration.This article takes the local Hongguan kiln in Liling as a representative,reveals the past and present of Liling ceramics,as well as the development status and opportunities in today’s society.Today,with the rise of major ceramic brands and the ceramic industry,the former Hongguan kiln is facing a new development scene.How to inherit and innovate traditional special craftsmanship under the glaze and how to quickly acquire consumer emotion in the environment of the new Internet media era Recognition is worthy of our deep consideration and research.The subject takes Liling Hongguan kiln as the research object,collects a large number of documents on the development of enterprises,and compares the marketing model and communication media of the Hongguan kiln brand as well as related brands,and makes an analysis for the image promotion of the brand.And make appropriate adjustments,and propose specific ways to improve the brand’s promotion methods.The research is mainly divided into three parts: The first part is the brand story and development traceability of Hongguan kiln,including the underglaze multicolored craft characteristics and main achievements;the second part is the current development status and existence of the Hongguan kiln brand problem,and the analysis of the cause of the problem;The third part is the relevant content of the promotion and planning practice based on the theoretical support.It is hoped that through online and offline media promotion and design practices,the status quo of brand development can be improved,so that Hongguan kiln can continue to lead the industry pioneer of traditional Chinese ceramic brands,and attract more ceramic culture lovers to better understand this traditional locality.The brand makes it play a more positive cultural value,and at the same time contributes a modest force to the development of traditional national enterprises.