Semiotics Research Areas Under The Perspective Of Brand Cultivation Mode

With the deepening of reformation and opening-up, Chinaseconomy is gradually stepping into the world economic globalization.Facing the competition from the world economy developed countriesand regions, Chinas economy is chasing closely. The industrial cluster, asone of the the most important moderns of organization, has beenacknowledged as the key to improve the competitiveness ability ofenterprises, as well as regions and countries. How to improve thecompetitiveness of industrial clusters? Regional branding is a way. Sothe government and enterprises begin to attach the great importanceof the research of regional branding raised pattern. In2004, when tocelebrate its founding for a millennium, the leader of Chinese ceramicindustry, Jingdezhen, was deprived of the the title of "The Capital ofPorcelain". It makes people realize that its time to rise the regionalbranding of tradition area.This article is to explore how to safeguard the regional brandingof Chinas traditional areas. The author tries to focus the case ofJingdezhen traditional industry cluster. From the angle of view of thebrand semeiology, we can understand the status-quo of theJingdezhen traditional regional branding, therefore analyze thedilemma its confronting and find the chance to refresh its brandingvalue.In the long course of Chinese history, as the symbolic elements of"Jingdezhen Porcelain" regional branding,"blue and white porcelain","Jingdezhen inscriptions","Jingdezhen kiln","Kaolin", and "porcelain asgift" have become the inseparable parts of Jingdezhen chinaware.Through these elements, we can feel the soul of Jingdezhen chinaware.They compose the "Jingdezhen Porcelain" symbol system. They are knittogether by the characteristic of the spirit of Jingdezhen chinaware, which is the golden mean of Chinese thoughts.Harmony with the form and meaning, through the the goldenmean of Chinese thoughts, Jingdezhen porcelain witness its glory. Whatcause its declining today? From the points of view of semeiology, usingthe means of Baidu Index, SPSS, and policy study, we find the causes ofthe problems of "Jingdezhen Porcelain" symbol system, which are amess of the symbol forms, fouls of the symbol meanings and inharmonyof the relation of the symbol communicator.To solve these problems, the author has designed the project ofsolution. We should optimize the symbol forms of "Jingdezhen Porcelain"symbol system via replacing the place of in-compact symbol forms byaggregative one; optimize the symbol meaning via replacing the placeof casual symbol meaning by pyramid one; optimize the relation of thesymbol communicator via replacing the place of staggered relation byreliant one.