A Research on the Marketing and Communication Strategies for Jingdezhen's Intangible Handmade Porcelain Cultural Heritage Based on the SIPS Model
To promote the revival and prosperity of the nation's traditional cultures,the effort in publicizing the intangible cultural heritage has been strengthened in recent years.In such context,Jingdezhen achieved innova-tions in ceramic sales scenario via the interest-based e-commerce platform,one of which is that it has begun to guide the public to feel with the hand the historical tradition and cultural connotation of its traditional handmade porcelain technology.Due to this,the current study aims to figure out a marketing strategy that can enhance the differentiation and diversification of the intangible handmade porcelain techniques heritage in Jingdezhen.And based on the SIPS model and the characteristics of Jingdezhen's traditional handmade porcelain technology,mar-keting and communication strategies of the traditional handmade porcelain technologies are studied from the four dimensions of resonance,confirmation,participation,sharing and spreading.All this can not only promote the publicity and popularization of Jingdezhen ceramic making technology,but also bear great practical significance to promoting the inheritance and development of ceramic technology.
Jingdezhen handmade porcelain craftSIPS modelshort videointangible cultural heritage
万方数据
维普
