How to rebuild Jingdezhen porcelain industry into competitive business ?

Jingdezhen is a town located in Jiangxi Province, China; and it was famous for its fine porcelain for over 1,000 years. Emperors of Yuan (1271-1368), Ming (1368-1644), Qing (1644-1911) Dynasty had set imperial kilns in Jingdezhen, which meant a great honor of recognition for porcelain craft there. However, Jingdezhen porcelain industry has been going declined in prosperity since late Qing Dynasty, and it had reached an unprecedented low level ever in both profit and fame after 1995, even the name of Jingdezhen itself couldn’t bring the porcelain industry back to its golden age. Ironically, the mainstay industry in Jingdezhen today is automobile manufacture. The thesis starts with these questions: how had Jingdezhen been on top of porcelain industries, and why had it declined? Understanding the reasons of rising and falling would be a basis for further analysis. Besides questioning inside the town, looking outside is necessary as well. Since branding construction is inevitable when talking about rebuilding the porcelain industry of Jingdezhen and only from comparison can we find the opportunities of Jingdezhen Porcelain., to know the way of how-to and to find out the advantages of those strong brands in the field of top porcelain, such as Meissen and Rosenthal, would be of great help. Judging from inside and outside, SWOT Jingdezhen porcelain would be possible. The opportunities and hints for development that come from analysis would be then put on the background of domestic market. With the analysis of domestic history, top international porcelain brands, aesthetic and consuming trends in domestic market, the plan of how-to-rebuild is getting clear. The Jingdezhen Porcelain Industry Rebuilding Plan will be both about branding and the porcelain craft industry in town: two brands of different targets would be recommended setting up, and the town itself would be suggested to be brand backing. For the brand construction, 4 parts will be taking into consideration: brand setting, product development, branding experience, and promotion. For the porcelain industry in town, some functional suggestions of organizing the existed porcelain resources will be put forward.