Wedgwood Ceramic Brand Inspired Jingdezhen Ceramic Design

China is a country of ceramics.The country name "China" is the same as ceramics.Jingdezhen represents one of the most beautiful bases of Chinese ceramics.In ancient times,Jingdezhen porcelain was popular all over the world and was once a symbol of quality and wealth.However,the top ceramic brand in the contemporary world did not come from Jingdezhen.The author believes that it is not that Jingdezhen ceramics are not as good in quality and craftsmanship as the West but Jingdezhen ceramics Practitioners lack of brand awareness,the design level of Jingdezhen ceramic products is not high,and Jingdezhen ceramic products brand building efforts are not enough.Creating Jingdezhen Ceramic Product Brand Entering the international brand market and creating an international Jingdezhen ceramic brand are also the common responsibility and mission of our new generation of designers and society.In building Jingdezhen ceramic brand into the international brand market,we can learn from the advanced experience of the West.The United Kingdom is one of the authoritative countries in the design field in the world.It is a country that pays great attention to design investment.Decades ago,it has promoted design to the strategic level of national industrial competitiveness.Wedgwood is a very well-known internationally renowned ceramic brand.Its ceramic products not only have a very beautiful and textured product design appearance,but also strive for excellence in quality and a mature marketing system.This thesis focuses on the research on the future development trend of Jingdezhen ceramic brand design,first.Analysis of the positive impact of Wedgwood's ceramic brand building strategy in the United Kingdom: attach importance to ceramic product design,core technology brings high-quality ceramic products,precise positioning of target customers,and a variety of publicity methods,etc.,and from these The successful experience draws on the strategy suitable for Jingdezhen to build an international ceramic brand.Jingdezhen should sort out the brand awareness of ceramic practitioners and improve the level of ceramic design.The ceramic products should be designed according to the needs of target customers,and the promotion of ceramic brands Wait;secondly,analyze the negative impact of Wedgwood brand building,and learn from the shortcomings in the operation to avoid taking the same detour in building an international ceramic brand in Jingdezhen.Finally,from the relevant research of the paper,the conclusion is summarized that Wedgwood is an old brand since the 18 th century.The period and background of its experience are different from the background and situationfacing Jingdezhen Ceramics.Different national conditions and regions,The system,etc.,decided that the Wedgwood brand could not be copied,and a design approach to the international development of Jingdezhen ceramic product brands must be proposed according to Jingdezhen's own situation.Facing the global integration of contemporary ceramic brands in Jingdezhen,the brand is still in its infancy.Based on the high-quality ceramic design level and quality in line with international standards,the society,enterprises,and universities should shoulder different missions and responsibilities respectively.The emphasis on the brand has been raised to the height of the national brand strategy,increasing the international added value of Jingdezhen ceramic products,pushing Jingdezhen ceramic brands into the international brand market,and leading the international ceramic fashion consumption vane and right of speech.