LIU Qing
(Nanchang Univeristy, Nanchang 330048, Jiangxi, China)

Abstract: The paths based on the mode of creative market for Jingdezhen cultural and creative ceramic products are discussed. It’s believed that these products should establish their own brands in three ways: (1) incorporate the native culture into the establishment of their brands; (2) involve creative craft in the establishment of their brands; (3) emphasize the importance of the visual communication in the establishment of their brands.

Key words: creative market; craft; Jingdezhen ceramics; cultural and creative products