The Studyof Brand Planning Of Jingdezhen Workshop-style Ceramics

With the arrival of consumption era,the brand has the increasingly larger proportion in the consumption market.Having gone through the failure in electing the“porcelain city of China” and the malicious use and illegal dumping of brands of“made in Jingdezhen”,Jingdezhen begins to realize the importance of the brand.Considering current Jingdezhen porcelain market,we can find that the massive market of daily porcelain products is dominated by large-scale enterprises like Jingdezhen,Yufen and Hongye.Among various small-scaled porcelain workshops,no small enterprise with popular and emerging brand has ever been built.The fundamental reason is that the porcelain workshops have no clear definition for their own porcelain products,and they lack the brand awareness.In the competitive market,they have no strength to keep their own products and brand vitality.In this way,they will finally be weeded out by the market.Among the porcelain enterprises in Jingdezhen,90% of them are workshops,and the production capacity is only about one hundred thousand.The reason for brand planning for the porcelain enterprises in Jingdezhen is that the internal property and external expression of porcelain products need to be in accordance with the changing of the time and the progress of the science and technology.The brand planning for porcelain workshops in Jingdezhen is the initial integration for the porcelain brand's future development.Through learning and absorbing the experience from prestigious brands in China and at abroad,we can provide thoughts for the developing directions respectively in the initial,medium and later periods.Brand planning is to provide innovative thoughts after establishing the brand,and improve the brand competitiveness and service,to fully satisfy customers' demands,and to further keep and upgrade brands' vitality and vigor.Through the survey and research on the workshop porcelain market in Jingdezhen,this paper integrates the brands' current developing conditions and problems,with the necessities to innovate the porcelain brands in Jingdezhen,to find out a more appropriate developing direction for the porcelain brands in Jingdezhen.The products of the workshop enterprises in Jingdezhen should be connected with modern lives,and its brands should be re-orientated and planned in the new consumption culture.This paper elaborates from four aspects including the brand culture,brand story,brand image and brand service specifically.Targeted to the problems in the process of enterprise development,it discusses the value and necessities to plan the brand,explores the driving power of the brand culture to customers' purchasing capabilities.