CHEN Meng

(1. California State University, Chico, U. S. A.; 2. Beijing Institute of Graphic Communication, Beijing 102600)

Abstract: Following the development of digital publishing technology, publishing houses increasingly upgrade and reengineer technology and develop a variety of new digital publications in order to adapt to media diversification in today's market. The application of modern technology gives rise to profound change in the ceramic artwork publishing area. In reference to media realization for ceramics publishing, this thesis discusses advantages and disadvantages of those media and the influence of diversifying publishing media modes on marketing ceramic artwork publication. Given what mentioned above, this paper applies 4P and 4C theories to analyze marketing strategies of ceramic artwork publications and seeks to optimize the distribution of such publication in a larger range.

Keywords: ceramic artwork, publishing media, marketing