WU Wenke, RAO Yan, WANG Wensheng
(Jingdezhen Ceramic Institute, Jingdezhen 333403, Jiangxi, China)

Abstract: Since the concept “cultural and creative industry” was first introduced at the 5th Plenum of the 15th Central Committee of CPC in 2000, the state government has been making vigorous efforts to push forward the development of this industry and a wide variety of cultural and creative industrial zones have been built in many cities, and cultural projects have attracted large government investments with a majority of them seeing results far from desirable. How to build a cultural industry that can really contribute to a city’s economy is at the top of the agenda. This paper takes Jingdezhen, a cultural and historical city, as an example to explore its potential for development through the introduction of cultural and creative industry and the establishment of regional cultural brands with the intention to find a way to make full use of Jingdezhen’s ceramic brands to develop the city’s cultural and creative sector and boost its economy.

Key words: regional cultural brand; cultural and creative industry; Jingdezhen ceramics