Zibo Ceramic Brand Construction And Promotion Research

Zibo ceramic is a classic representative of Chinese folk art. It extends and highlights the heritage of "blood" in national spirit. Today, the development of Zibo ceramics is under a context that traditional agricultural society is transforming to modern industrial society. With the improvement of people's lifestyle and the consumption level, the "ecological environment" of folk art development has new changes.Kunlun Ceramics Co., Ltd. has seized the opportunity in the transitional period of the ceramic industry. It not only got a considerable development in the form of art, regenerated the precious Lu celadon and formed an unique artistic style of the enterprise, but also trended to the art industrialization road in the market economic environment. How to find a new path of development of Zibo ceramics in the context of market economy and how to construct and disseminate Zibo ceramic brand become the foothold of this paper. This paper takes the brand culture study and folk art industrial development as a theory argument, trying to explore the mode and path of promotion and sustainable development of Zibo ceramic brand to provide theoretical and practical guidance for the industrial development of folk art.The author mainly uses the following research methods: the field investigation method, the content analysis method of qualitative analysis, the time and space combination method of historical research and so on.Among them, the ways to get information are: observation method(materials are sorted in factories of Kunlun Ceramics Co., Ltd. and 1954 Industrial Park), survey method(communicate with older workers in Kunlun industry and responsible personnel of special projects with predesigned questions), inquiry method(communicate with Kunlun Ceramic Co.,Ltd., Zichuan tax bureau, library and other departments with telephone, e-mail and other means), consultation method(consult online literature and library literature).This paper selects Lu celadon Kunlun brand as a study case,which jumped out of the framework of the study of folk culture in book form. This paper reviews the inheritance, development and application of the Zibo ceramic industry in the currentsituation from the brand culture perspective. And it has certain theoretical and practical significance for Zibo ceramics, especially the inheritance, protection and expanding of Kunlun Lu celadon.The research framework is divided into four parts:the first part is an introduction explaining the theoretical basis of Zibo ceramic brand construction and industrial development of folk art; the second part includes the first and second chapter combing the history of Zibo Ceramics and Lu celadon, the current distribution of Zibo Lu celadon, and development situation of Shandong Kunlun Ceramics Co., Ltd.. The third part, namely chapter three, gives a detailed explanation of communication and industrial development strategy of Kunlun Lu celadon brand. The fourth part, namely chapter four of problems and reflections proposes strategies and policies for brand protection and cultural inheriting.