电商驱动中式陶瓷品牌的数字化破局——近现代中日陶瓷品牌市场比较研究

E-Commerce Drives the Digital Breakthrough of Chinese Ceramic Brands—A Comparative Study of the Ceramic Brand Markets in China and Japan in Modern and Contemporary Times

摘要: 目的：进入近代，中日两国陶瓷的发展路径迥然不同。本文梳理近代以来中日陶瓷品牌的历史发展路径及品牌构建的背后因素，通过分析当今中日陶瓷市场现状，探索电商这一渠道是如何驱动中式陶瓷品牌效益的数字化升级，以提升中式陶瓷品牌在世界陶瓷市场的竞争力，赢得更广阔市场。方法：通过采用案例分析和比较研究等方法对中日陶瓷品牌历史背景和品牌差异维度进行研究，论证了二者品牌发展的各自因素，以及现代中式陶瓷品牌数字化传播模式的特点。结论：在近代，日式陶瓷逐渐形成自身特色的工艺体系及美学概念，构建了日式陶瓷品牌走向国际高端陶瓷品牌市场的形象。然而，19世纪中期的中式陶瓷经历经济等客观因素产生了品牌断代。当今数字化时代背景下，中式陶瓷品牌懂得构建数字化生态市场，在“直播 + 电商”这种新型渠道下进行品牌效益的升级，实现了中式陶瓷品牌在国际市场中的突破。这一渠道终将成为传统工艺品品牌重归市场和成功走向世界的有力要素之一。

Abstract: Objective: Since modern times, the development paths of Chinese and Japanese ceramics have been quite different. This article sorts out the historical development paths of Chinese and Japanese ceramic brands and the underlying factors of brand construction since modern times. By analyzing the current situation of the Chinese and Japanese ceramic markets, it explores how the e-commerce channel drives the digital upgrade of Chinese ceramic brand benefits, in order to enhance the competitiveness of Chinese ceramic brands in the global ceramic market and win a broader market. Method: Through case analysis and comparative research on the historical background and brand differences of Chinese and Japanese ceramic brands, this study demonstrates the respective factors of their brand development and the characteristics of the digital communication model adopted by modern Chinese ceramic brands. Conclusion: In modern times, Japanese ceramics gradually formed its own characteristic technological system and aesthetic concepts, and established the image of Japanese ceramic brands in the international high-end ceramic market. However, in the mid-19th century, Chinese ceramics experienced a brand gap due to objective factors such as the economy. In the current digital era, Chinese ceramic brands have learned to build a digital ecological market and upgrade brand benefits through the new channel of “live streaming + e-commerce”, achieving a breakthrough for Chinese ceramic brands in the international market. This channel will eventually become one of the key elements for traditional handicraft brands to return to the market and go global successfully.