自2000年党的十五届五中全会中第一次使用“文化产业”概念以来，十六年中国家大力推动文化产业的发展，很多城市创办了各式各样的文化产业创意园区，各地政府也都或多或少地投资了各类文化项目，但是大多没有达到预期效果。如何打造一个真正可以促进当地经济发展的文化产业，成为当下亟需解决的问题。本文从景德镇这样一个特殊的历史文化名城入手，通过引入文化创意产业及区域文化品牌营销的概念，对景德镇陶瓷的发展进行研究分析，期望找出充分发挥景德镇陶瓷品牌力量，促进景德镇陶瓷文化产业发展进而大力推动景德镇经济发展的方式。%Since the concept “cultural and creative industry” was ifrst 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 ifnd a way to make full use of Jingdezhen’s ceramic brands to develop the city’s cultural and creative sector and boost its economy.
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