The Dialogue Between Flowers and Porcelain Workshop: A study on the branding strategies of a private ceramic art studio in Taiwan

• Main Authors: Lee, Kuo-chin, 李國欽
• Other Authors: 黃進龍
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/b4jr7k

碩士 === 國立臺灣師範大學 === 國際時尚高階管理碩士在職專班 === 106 === Abstract With over one thousand years of history, clay has played an important role, both in terms of function and aesthetic values, in mankind’s daily life. In early days in Taiwan, clay was mostly used to make bricks and tiles for housing quality improvement against wind and rain. After Taiwan's retrocession to the Republic of China, the use of clay evolved in such a way that ceramic products became a major export goods that fueled the country’s economic miracle. As business improved for the lives of tens of thousands of people, Inge, a town known for ceramic production, was at the time so wealthy that it saw the highest density of Mercedes Benz cars. The popularity of ceramics, however, did not last when the industry declined. It wasn’t until present day that ceramics reinvigorated as a form of art. This study is an analyzation of the strengths and weaknesses of Taiwan’s ceramics industry across different periods, and through literature review, it strives to understand the causes for the industry’s rise and fall. Results show that Taiwan’s OEM export gradually flagged as the ceramics industry in Mainland China emerged. This study also takes a look at The Dialogue Between Flowers and Porcelain Workshop, a private ceramic art studio, as a case study as well as interviewed several other studio founders whose works are characteristically unique and boast a competitive edge. This has led to the discovery of a serious problem behind the decline of Taiwan’s ceramics industry, for it over relied on trade and for a long time neglected the importance of innovation, research and development. As such, manufacturers fail to differentiate themselves in the market. This paper concludes by suggesting government and private sectors work together to establish a cross-department organization. By integrating their strengths and providing well-planned advisory and promotion services for the ceramics industry, it is hoped that Taiwan’s ceramics industry can climb to a height, marking a new milestone in its development. Keywords: Ceramic Art, Innovation, Natural Ecology, Branding