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本文以文化创意产业大发展为背景,以邢州白瓷文化重振为归旨,从市场化的角度出发,着重从产品的创新设计、营销传播新体系的建立等方面提出建议,以期为重塑邢州古瓷窑文化品牌、再探邢州白瓷传承的新途径提供可资借鉴的经验。邢州瓷窑是我国古代白瓷生产中最具有代表性的杰出官窑,在中国,乃至世界陶瓷史上具有极其重要的地位,被益为中国白瓷的发祥地。邢州白瓷兴起于唐代,在历史上素有
Based on the great development of cultural and creative industries and the revitalization of Xingzhou white porcelain culture, this paper puts forward suggestions from aspects of market orientation, focusing on product innovation design and establishment of new marketing communication system, Plastic Xingzhou ancient porcelain kiln culture brand, then explore the white porcelain Xingzhou new ways to provide reference experience. Xingzhou porcelain kiln is the most outstanding representative kiln in the production of ancient white porcelain in ancient China. It plays an extremely important role in the history of ceramics in China and even in the world and is benefited from the birthplace of Chinese white porcelain. Xingzhou white porcelain rose in the Tang Dynasty, known in history