鄭海平

【Abstract】 Have a long history of ceramics as early as in the Tang and Song Dynasties has formed a relatively complete industrial clusters，and many show opportunities in the international exposition.But in recent years，along with the economic progress，ceramic industry has entered the bottleneck of industrial development，it is difficult to make a huge breakthrough.In this paper，the development history of ceramic culture as the breakthrough point，analyzes the current development of ceramic culture industry，and probes into the concrete measures of creative design to promote the sustainable development of the ceramic industry，to provide new ideas for the development of cultural industry in ceramics.

【key words】ceramics；advantage；problem；creative design

【中圖分類號】J527-F 【文獻(xiàn)標(biāo)識碼】B 【文章編號】2095-3089（2017）05-0295-02

1 The status quo of ceramic culture industry

1.1 The advantages of ceramic culture are obvious

It is located in the central plain，is one of the birthplace of the Chinese nation，cultural and tourism resources are very rich，with rich cultural connotation，the continuity of historical monuments of the times is strong，well preserved，and cultural is shiny，many historical cultural celebrities once lived here.

1.2 The development restrictions ceramic culture industry

（1）The quality of practitioners in ceramic are uneven

The number of practitioners in the ceramic culture industry is few，the overall quality is not high，making original traditional artistic and cultural resources cant be fully developed，coupled with practitioners tending to stick to traditional concepts to treat furnish type ceramic as the main body，design style is also based in the traditional form，making the overall design of ceramics is not enough，and ultimately eliminated by the times.Because of the shortage of ceramic practitioners themselves，on the one hand they cant fully understand the profound connotation of traditional cultural resources，making ceramic products appear superficial and rough，on the other hand due to the lack of innovation awareness in the design，they think the traditional technology can maintain ceramics culture，while for the modern and innovative creative design，they hold the exclusion attitude.Therefore，because of the shortage of high-quality talents having the spirit of innovation and design planning ability，resulting in ceramic culture cant achieve a breakthrough development，the original magnificent ceramic culture gradually separated from the lives of the people，ceramics cant meet the pursuit of life quality in combining modern and traditional culture for customers，and gradually decline.endprint

（2）Ceramic culture industry does not attach importance to brand culture

Domestic and foreign ceramic enterprises or the regions in large-scale production of ceramic products will choose to establish a unique，representative brand culture.With the progress of the times and economic development，market competition has been very intense，if the enterprise does not have a unique，influential brand，then the enterprise products for customers who pursuit personalized，diversified products，have no attract force.For a long time，brand awareness of ceramic production staff is still very weak，did not realize that one of the key factors for enterprises can always existing is possessing unique representative brand.If ceramics want to get the favor of consumers，must fully utilize abundant resources to provide consumers with a variety of typical products with cultural connotations，in order to occupy more of the larger market，to achieve sustainable and stable development，and ultimately go abroad.

2 Countermeasures to guide the development of ceramic culture industry

2.1 High-quality talent is of great significance for the development of ceramic culture.

Firstly，to strengthen the cooperation with institutions and other educational institutions in some cities，selecting and training outstanding young generation who has a strong interest in ceramic culture and innovative thinking，college can also provide theoretical guidance for ceramic culture industry.At the same time，the selection of talent in colleges or higher vocational institutions can alleviate the problem of employment nowadays，a small number of ceramic enterprises can also provide college students with internship positions，so that they really put the theory into practice.

2.2 Creative design makes the traditional culture full of modern atmosphere

Ceramic art with a long history and culture has been able to endure in the long river of Chinese civilization，because the shape，material and skills have been constantly innovating and advancing with the times.Today，the ceramic culture industry should also have been formed with the advantages of industrial clusters，always uphold the concept of innovation，independent development and make full use of ceramic cultural industry resources.For the ceramic industry，it is necessary to inherit the essence of traditional culture as the core competitiveness of enterprises，but also they need to have the spirit of innovation in order to make ceramic culture be concerned by consumers in all ages.endprint

2.3 Unique brand culture can enhance the awareness

Under the combined effect of competition and advantage，ceramic culture industry is facing great challenges，must be able to make use of its advantages in order to stand out in the competition.The main way of promoting the brand is to increase the publicity of the brand，the one is to make full use of the advantages of the information age，to create a dedicated marketing platform，through the website advertising，television broadcast video，landscape album publicity and other forms to promote ceramic brand.The second is through actively conducting provincial and municipal activities，such as ceramic design exhibition，excellent ceramic creation design competitions and other activities to carry out promotion.The third is to establish the brand spokesperson of ceramic culture，choose a celebrity with outstanding cultural literacy to promote the ceramic culture，cards，such as setting up a large publicity album in high-speed surrounding or main roads.

References

[1]J.Y.Huang，S.Q.Wang.Cultural creative industry value creation mechanism and policy meaning-taking China's ceramic culture creative industry development as an example[J].Business Era，2013，（17）：139-140.

[2]L.J.Yang，J.X.Ye.Internationalization communication of contemporary Chinese ceramic culture[J].Modern Communication，2014，36（10）：149-150.endprint