Research On The Development Of Jian Shui Purple Pottery Culture Brand

In the national "13th Five-Year Plan",the 16 th proposes to strengthen the construction of socialist spiritual civilization,and in the 16 th puts forward a series of cultural industry development outline,which provides the basis for the construction of spiritual civilization and the enrichment of people's spiritual and cultural life.In this context,the traditional folk handicraft itself is a commodity with cultural attributes.Therefore,most of the folk handicrafts have regained their unique artistic,economic and cultural values.The Jianshui purple pottery in Jianshui County,Yunnan Province emerged from the Yuan Dynasty and continues to this day,and has been developed and strengthened in contemporary times.Meanwhile,the pottery history of Jianshui County can be traced back to the Western Han Dynasty,and its long pottery history has endowed purple pottery with a large number of excavable cultural connotations.Jianshui ceramics industry in the history of each period is actively seeking for change,there are different types of ceramic production.Many scholars will be the development of Jianshui purple pottery summarized as "song has celadon,Yuan has blue and white,Ming has rough pottery,Qing has purple pottery".With jianshui Purple pottery becoming a national intangible cultural heritage,Jianshui Purple pottery has gained greater development space.Meanwhile,with the continuous development of tea culture and the increasing number of tea drinkers,various traditional handicraft tea sets are becoming more and more popular among tea drinkers.The ceramists of Jianshui Purple Pottery seized the trend of The Times and successfully created their own brand in the circle of tea drinking in China,firmly occupying a place in the market.Up to now,Jianshui Purple Pottery cultural brand has become the local city brand of Jianshui,is the city card of Jianshui County.In the process of the brand of Jianshui Purple pottery becoming the name card of the city,a large number of ceramists come here and devote themselves to the research and development ofJianshui Purple pottery.As a new blood,foreign potters are constantly injected into the production of Jianshui purple pottery,which promotes the emergence of new techniques and conflicts and integration between different aesthetic concepts.All of these,to a great extent,intensify the intensity of market competition.In addition,the young craftsmen of the new generation are more sensitive to the changes of the society and The Times,and the connotation and expression of jianshui Purple pottery cultural brand present a more novel state.The large and small and distinctive purple pottery brands on the market all have their own exclusive supply of retailers and their fixed audience groups.However,as a traditional handicraft,The development of purple pottery in Jianshui is still inseparable from its historical and cultural connotation.Through in-depth interviews with potters,this paper explores their understanding of purple pottery and their ideas of building their own brand.With the help of how they understand the culture contained in purple pottery in the process of building their own brand of purple pottery,and how to build the cultural deposits behind their brand,they believe that the development of purple pottery needs important cultural connotations.At the same time,this paper collects consumers' preference and cognition degree of purple pottery in the market by issuing questionnaires to consumers of Jianshui purple pottery,and analyzes why consumers have such preference.In this way,the future development of Jianshui Purple pottery culture brand will be prospeced by combining the understanding of the ceramists themselves.The first part of the paper mainly describes the research background,research significance and research methods of this paper,among which the main research methods are interview and questionnaire.The second part is to organize the development logic of the whole market of Jianshui purple pottery up to now,including the development history of Jianshui violet pottery and the change of the craft of Jianshui violet pottery under the influence of the current market.The second part mainly through the potters and the collected questionnaire data of Jianshui Purple Pottery using SPSS software processing combined with consumer interviews to summarize the current situation of the development of The cultural brand of JianshuiPurple Pottery.The third part analyzes the advantages and disadvantages of the development of Jianshui Purple pottery culture brand.Finally,the future of Jianshui purple pottery is prospected.