Revitalization Of Jingdezhen Ceramics For Daily Use Brand Strategy

Jingdezhen ceramics that have been the source of Jingdezhen ceramics industries rely on the support of the Millennium. Throughout the history of Jingdezhen is a theme in the history of the development of historical ceramics, porcelain and social status are sufficient to demonstrate the impact on the history of ceramics in Jingdezhen tremendous contribution. But in the 20 years of reform and opening up markets conversion process,Jingdezhen ceramics do not seize the opportunity to develop, Jingdezhen Millennium old name brands in a fierce market competition into retreat and decline of ceramics brand one of the reasons behind deals. The adoption of the status quo and who inferior and ceramics marketing, research opportunities and threats, and the status of Jingdezhen Ceramic brand problems raised Jingdezhen ceramics development marketing countermeasures: The adoption of the status quo and who inferior and ceramics marketing, research opportunities and threats,and the status of Jingdezhen Ceramic brand problems and raised Jingdezhen ceramics development brand countermeasures.Nowadays, brand has become the strategic tool of enterprises use to win market. How to plan and manage brand strategy scientifically is a significant problem that enterprises have to be faced with. But,Brand of Jingdezhen ceramics for daily use has some problems: Not allowed to market positioning,brand thin,ceramic lack of brand promotion strategy,the lack of brand protection,brand core values of being hurt. About brand problems, learn from the successful experience abroad, in Jingdezhen realities, introduced targeted measures recommended:(1) implement brand management;(2) create a regional brand of Jingdezhen characteristics;(3) establish a brand image and cultivate consumer trust;(4) shape own brand using others of branding;(5) promote brand with major event as a platform.In the writing process, the use of this theory and case studies of the method of combining more emphasis on empirical research, with the investigation and analysis of Jingdezhen ceramics brand for daily use, and put forward some suggestions of practical values,look forward to the revitalization of Jingdezhen ceramics for daily use Brand reference. This paper is divided into five chapters,Chapter 1 Introduction of the Jingdezhen ceramics for daily use on past glories and present decline, introduced the thesis research objectives,content,ideas and methods and significance; Chapter II of daily ceramics industry marketing environment; Chapter III discusses his own daily on the Jingdezhen Ceramic brand research; The fourth chapter on the theory of consumer behavior and brand,which is based on the feasibility of some of the Jingdezhen ceramics for daily use to resolve the status of brand strategy; Chapter V of this study was summarized and discussed the shortcomings of this study.