Strategic Management of Traditional Clay Sculpture in Northeast China in Contemporary Marketing

Abstract

The objectives of this research are (1) to study the characteristics of traditional ceramics in Northeast China and the current market status of traditional ceramics, and (2) to analyze the development of traditional ceramics industry in Northeast China to improve its competitiveness. This research is a qualitative research, which reviews the literature from articles, research papers and documents related to the historical background, management status of traditional ceramics in Northeast China, PEST analysis and SWOT analysis to analyze the factors and conditions of internal and external environment, and interviews with three experts, including intangible cultural heritage inheritors and cultural heritage sculpture and design experts. The results of the research show that: 1) Traditional ceramics in Northeast China are folk arts with a long history, which not only has valuable cultural value, but also is an important center of cultural diversity in Northeast China. In the context of modern society, ceramics in Northeast China are facing challenges in terms of culture, protection, inheritance and development management. This traditional art form has significant advantages in terms of historical background and cultural characteristics, but it still needs to be effectively managed in terms of development, protection and inheritance to avoid affecting cultural value and economic potential; and 2) The development of ceramic industry in Northeast China has benefited from policy support, especially under the policy of protecting intangible cultural heritage and revitalizing the traditional industrial base in Northeast China, ceramic art has gained development opportunities, including protection The inheritance of cultural heritage and development direction of ceramics in Northeast China enables traditional art forms to adapt to the needs of modern society.