An Investigation of Zodiac Culture towards Contemporary Design Approaches for Jingdezhen Ceramics

Abstract

This research aims to: 1) study the cultural context and symbolism of the zodiac in Jingdezhen porcelain; 2) investigate the management and development of brands for creative zodiac porcelain products; and 3) propose contemporary design approaches for Jingdezhen zodiac porcelain. The study employs a mixed-methods research approach. The qualitative component involves documentary research, field investigations, and in-depth interviews with 5 experts. The quantitative component utilizes questionnaires collected from a sample of 400 consumers.

The findings reveal that Chinese zodiac culture in Jingdezhen has a long history and serves as a significant cultural capital. Regarding brand management, SWOT analysis and the 7Ps marketing mix led to the creation of the "Yi Nian" brand identity, which focuses on integrating traditional art with modern lifestyles. As for design approaches, the use of geometric shapes and simplification is the most preferred by contemporary consumers. The efficiency evaluation of the developed product designs shows a high level of appropriateness. The discussion highlights that transforming cultural values into innovative designs is a key mechanism for enhancing competitiveness and sustainably preserving cultural heritage.