Yiyi Wang

Date of Award

2024

Document Type

Thesis - Open Access

Degree Name

Master of Arts (MA)

Department

Art Business

First Advisor

Chen Anying

Abstract

Jingdezhen is a renowned ceramic capital in China and abroad. Its porcelain
production dates back to the Tang Dynasty, reached its peak in the Song Dynasty, and continued to thrive during the Ming and Qing Dynasties, solidifying its status as one of the primary production areas for Chinese porcelain. Over time, Jingdezhen underwent social upheavals during the Republic of China period. After the founding of the People's Republic of China, the porcelain industry underwent nationalization and modernization reforms, ensuring its sustained maintenance and development. Since the reform and opening-up, the porcelain industry in Jingdezhen has progressively embraced market mechanisms, incorporating modern design and technological elements to enhance the competitiveness of its products. In recent years, with the surge of e-commerce, the Jingdezhen porcelain industry has undergone a transformative phase. In October 2020, Jingdezhen Ceramics Group collaborated with Tmall to establish the 'National Porcelain Museum - Tmall Live Base.' This marked the establishment of the Jingdezhen Live Base, symbolizing the initiation of an innovative 'Ceramics + e-commerce + live' sales model. 2 Moving from traditional brick-and-mortar stores to e-commerce platforms, Jingdezhen porcelain has shifted its focus to online sales as the primary means to expand both domestic and international markets. This approach realizes the organic integration of traditional handicrafts with modern business models, injecting new vitality into the Jingdezhen ceramic industry. At present, e-commerce live broadcasting has become a new industry, as an innovative thing, how is the ceramic live streaming industry in Jingdezhen formed and developed? This paper delves into the characteristics of the live broadcasting industry in Jingdezhen through literature collection. It examines both the inherent and acquired advantages of the local live streaming market and explores the reasons why an increasing number of individuals are choosing Jingdezhen as a hub for ceramic live streaming. In this paper, 20 live broadcast rooms are studied by observation method to explore the style of different ceramic live streaming rooms and explores the social value brought by different types of anchors. This paper also initiated a questionnaire survey on the audience of the live broadcasting room at this stage and collected 202 valid questionnaires, the object of the survey consists of students, non-artists and art workers, and researched the audience of the live broadcasting room to watch live broadcasts of the purpose and demand as well as other related factors, the questionnaire was analyzed through the SPSS system, and the Cronbach's α coefficient value was 0.807, which verified the data true and reliable. Through the aforementioned analyses, this paper draws the following conclusions: the outbreak of the epidemic, the interconnection between live broadcasting and the tourism market, local policy support for live broadcasting entrepreneurship, and the intrinsic nature of ceramics itself are the primary factors contributing to the rise of ceramic live broadcasting in Jingdezhen, presenting a state of multi-point blossoming. Currently, the anchors of ceramic live broadcasts not only drive consumption within the ceramic industry but also shoulder responsibilities for disseminating ceramic-related knowledge and education. In addition to entertainment, a significant portion of the live audience has shifted their focus to learning relevant knowledge during live broadcasts. The quality of the anchor is positively correlated with audience attention and the desire to consume. Based on the data results, the paper concludes by offering some suggestions for e-commerce live practitioners and regulatory agencies, while also looking ahead to the future development trends of the current e-commerce live broadcasting industry.

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