Research on the Marketing Status and Countermeasures of Small Pieces of Creative Ceramics in Jingdezhen: Based on the Perspective of Consumer Psychology

摘要

In order to adapt to the social development, Jingdezhen' artist joined some new elements into the traditional ceramic art to create a new type of cultural creative industries--creative ceramics industry, the rise of this new cultural creative industry in Jingdezhen has a profound impact. Based on the interview and questionnaire survey on the present situation of Jingdezhen small pieces of creative ceramics products, this paper analyzes the factors that affect consumers' purchase and their own factors, and puts forward some suggestions from the original innovation, broadening the propaganda channel and increasing the protection of intellectual property right, in order to promote the sustainable development of Jingdezhen small pieces of creative ceramics industry.