Research on Regional Brand Communication of Cultural and Creative Industries: -- Take Jingdezhen, China as an Example

Ran Yan

doi:10.54097/rp7v6f79

Authors

Ran Yan

DOI:

https://doi.org/10.54097/rp7v6f79

Keywords:

Jingdezhen Ceramics, Cultural and Creative Industry, Brand, Regional Brand, Communication

Abstract

Taking China Jingdezhen ceramic industry as an example, this paper deeply discusses the characteristics, current situation, problems and countermeasures of regional brand communication in cultural and creative industry. The research points out that cultural and creative industries have become an important part of the global economy, and the development of regional brands is not only related to the dissemination of regional culture and economic development, but also affects the competitiveness of the country. As a regional brand with profound history and cultural accumulation, Jingdezhen ceramics is representative of its communication mode and current situation. This paper analyzes the problems existing in the brand communication of Jingdezhen ceramics, such as rigid brand communication concept, vague brand image, chaotic brand management, etc., and puts forward the corresponding solutions, including changing the communication concept, shaping a unified brand image, and the implementation of long-term brand strategy. These strategies aim to enhance the market competitiveness and influence of Jingdezhen ceramic brands, and provide a reference for the development of other regional brands.

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