LIU Lihuang
(Jingdezhen Ceramic Institute, Jingdezhen 333403, Jiangxi, China)

Abstract: This paper is to research the feasibility of the application of domestic and foreign “longevity cultures” to the development of a ceramic brand and the constructive ways of their application. By analyzing the scale of their audience, cultural appeal and influence, and possibility for subsequent cultural innovation, the paper concludes that a longevity culture can be a suitable signature for a ceramic brand.Strategies for using longevity cultures in the function design, innovation of graphic patterns and modeling of ceramic products and the cultural marketing.

Key words: longevity culture; ceramic brand; cultural adaptability; cultural innovation; aging society