A Research On Ceramic Jewelry Branding Based On Liling Under-glazed Colorful Porcelain

Developed under the reign of Emperor Guangxu (1871-1908) in Qing Dynasty,Liling under-glaze colored porcelain enjoys a high reputation for its freshness andelegance throughout the world. Though this craft was once on the verge of extinctionas a result of the destruction of the Northern Warlords, it has undergone resurgencesince the founding of People’s Republic of China. Presently, under-glaze coloredporcelain craft is well inherited, bringing substantial economic and cultural value toLiling’s porcelain industry. However, this traditional craft is facing the problem ofbeing outdated. Compared with those produced in Qing Dynasty, the present Lilingunder-glaze colored porcelain products, if not inferior to, have achieved little progressin terms of production techniques. Nowadays, the porcelain market is dominated bybrands from European countries, Japan and Thailand. Though the Chinese brand Franzis successful in the market, similar cases are limited in number.Against this backdrop, the issue of how to integrate the traditional technique ofLiling under-glaze colored porcelain into modern life looms large in the era ofglobalization, which has stimulated the author to write the present paper. Thebeginning of this paper will present a multi-angle analysis of Liling under-glazecolored porcelain, including its historic development, current situation andcharacteristics. In the following section, the author will conduct a comparative studyof the domestic and foreign famous porcelain brands like Franz and RoyalCopenhagen and further unravel their keys to brand success. Based on the previouspart and a brand innovation design practice, the author will finally put forwardsuggestions for brand innovation of Liling under-glaze colored porcelain combiningthe arts of design and consumer psychology.The paper is innovative in that it explores ways of innovating Liling under-glazecolored porcelain by identifying its quintessence from the perspective of productdesign and conducting a comprehensive design including the VI, product，package andthe website.