The Study Of Brand Management Of Modern Daily Use Porcelain

China has a long history and brilliant achievements concerning ceramic culture in the world. A large quantity of daily use ceramic products were exported to all over the world by land or by sea ever since the Song dynasty, creating the reputation of "China" namely "famous brand procelain", which is equivalent to high quality, high craftsmanship, high practical value and high aesthetic value. However, as the Industrial Revolution firstly started in Europe that promoted the rapid advancement of the western world countries, the daily use porcelain products made in China were gradually pushed into the low-end market by such competitors as the emerging Europe, Japan etc. In terms of production technology, production efficiency and degree of market familiarisation, there was a significant difference between China and the developed countries and regions. Consequently, the brand loyalty and brand reputation of the daily use porcelain products made in China are discounted largely than before.At the same time, Industrial Revolution brought with it the mode of modern social life, competition among enterprises and various commodity markets continuously accelerated, together with the trend of globalization, it has leaded to the wide recognition and valuation of the function of branding as the source of enterprises'core competence. As China facing unprecedented opportunities and challenges after joining WTO, entrepreneurs of various industries have competed to the development of brand-oriented competitive models and strategies. However, in the daily use porcelain market of the traditional ceramic industry, such kind of development is relatively slow. Concept of branding is vague, and the level of brand management is low. The only way out for China daily use porcelain enterprises is to establish the enterprise competitive model based on a foundation of scientific market needs analysis, add with design innovation as the means, to develop market core competence with branding, especially in the premium product market).This thesis integrates both the theoretical analysis and the empirical study as the general research base. The thesis borrows a large amount of ideas from theories and methods of the management science, economics, marketing, psychology and statistics, combines with knowledge of traditional Chinese culture, to discuss several important theoretical concepts of branding. It starts with the summary of various brand theories, studies the history and development of domestic and foreign daily use porcelain brands, compares and summarizes the differences between Chinese daily use porcelain and the foreign daily use porcelain, proves that the implementation of the brand management concept is the inevitable trend of the production and marketing of China daily use porcelain. It then performs several case researches on international remarkable brands of daily use porcelain, and combines with the research results of the brand performance of domestic daily use porcelain enterprises, thereby achieving the integration of theoretical analysis, case researches on domestic and foreign daily use porcelain brands, and the research on the business environment and market status of the domestic daily use porcelain industry.This thesis provides a large quantity of qualitative conclusions and suggestions based on the empirical study, aiming at giving daily use porcelain enterprises with brand management research results of higher relevance and value. Contents of the thesis that are exploratory and innovative including the analysis of the daily use porcelain brand management strategies, relationship between consumer behavior and brand management, revelation learnt from the successful experience as well as failure lessons of foreign daily use porcelain brand management, and the strategies of building brand culture in daily use porcelain enterprises.