Research On Jingdezhen Ceramic Regional Brand Activation

After Two thousand years of development history, Jingdezhen ceramics carries numerousglory and embodies the profound traditional Chinese culture；it was known and proud of thepeople. However, after entering the market economy, Jingdezhen ceramics graduallydepressed as accustomed to the planned economic system, the influence of regional brand isdeclining. To address this issue, I collected a lot of relevant information and on the basis offield survey, study and explore through the use of a variety of theoretical methods. Finally, Ipropose the appropriate strategy of Jingdezhen Ceramic regional brand activation.First of all, according to the comprehensive evaluation of Jingdezhen ceramics regionalbrand assets, we confirm the necessary of brand activation. At the same time, we also analysisthe feasibility of the activation. Secondly, we uses SWOT analysis method to analysis thechance, threat, advantage and disadvantage of Jingdezhen ceramics regional brand, then usethe AHP method to quantify the factors of SWOT and distinguish its important degree to helpus select the suitable development strategy for Jingdezhen ceramic brand. Thirdly, in order tobetter implement the strategy, we uses game theory to analyze and construct managementsubject system, to plan the management process and provide a orderly security managementfor the future of Jingdezhen ceramic brand activation. Then, we use the brand positioningpoint selection process model to reposition the regional brand of Jingdezhen ceramic after thestrategy and the main body of management establishment, and show a direction for the finalactivation strategy. Finally, based on the previous study, we put forward the activationstrategy of Jingdezhen ceramics regional brand. This research can be provided to theJingdezhen ceramics regional brand relevant management department as city porcelaininnings, and it has a certain reference function.