DUAN Rongrui 1, NING Shuai 2
(1. Macau University of Science and Technology, Macau 999078, China; 2. Jingdezhen Ceramic Institute, Jingdezhen 333403, Jiangxi, China)
Abstract: In the context of cultural industry, the design ideas and strategic routes of Jingdezhen art porcelain have to be adjusted, in order to achieve sustainable development and broad market, thus opening to the general public instead of the original elite, cutting-edge and other narrow groups. The upgrading of industrial structure should be strengthened and the expressing form and carrier of art ceramics should be broadened. Institutions and universities should train more innovative talents for the related industries. Meanwhile, the government should create more convenient environment and incentive policies for the development of the industries. As a result, the Jingdezhen art porcelain could be stabilized in Jiangxi, with both domestic and global markets.
Key words: innovative design, diversification, institutional setting