【摘要】 目的 为非物质文化遗产（以下简称“非遗”）陶瓷类项目制定专属的品牌设计策略，激发非遗陶瓷类项目的活力和潜力，使其适应现代社会需求和市场发展，振兴和促进非遗陶瓷文化健康持续传承。方法 在国家提倡对传统技艺类等非遗项目实施生产性保护的背景下，品牌化是非遗陶瓷类项目市场化运作的内在要求和必要条件。目前陶瓷市场品牌设计多从商品的角度展开，忽略了陶瓷具有的艺术品属性的影响和作用。通过分析陶瓷具有商品和艺术品二重性的特点，创新性地提出将艺术品属性的特殊性作为制定品牌设计策略的重要因素。将艺术品的个体性、创新性、自主性特点，转化为品牌设计策略中标签化的市场策略、创新性的形象策略和自主性的地域策略。结论 制定非遗陶瓷类项目品牌设计策略时应注重陶瓷的二重性，根据其二重性特点架构的品牌设计策略更吻合陶瓷的产品属性，可以有效地增加品牌的附加值和市场竞争力。更多还原

【Abstract】 The work aims to develop an exclusive brand design strategy for intangible cultural heritage(hereinafter referred to as "ICH") ceramic projects, stimulate the vitality and potential of ICH ceramic projects, make them adapt to the needs of modern society and market development, and revitalize and promote the healthy and sustainable inheritance of ICH ceramic culture. Under the background that China has been advocating the implementation of productive protection for ICH projects such as traditional skills, branding is an inherent requirement and necessary condition for the marketization of ICH ceramic projects. At present, the brand design of the ceramic market is mostly developed from the perspective of commodities, ignoring the influence and function of the art attribute of ceramics. Therefore, through the analysis of the characteristics of ceramics with the duality of commodity and art, the particularity of art attributes was innovatively proposed as an important factor in formulating brand design strategies. The characteristics of individuality,innovation and autonomy of art were transformed into labeled market strategy, innovative image strategy and autonomous regional strategy in brand design strategies. The duality of ceramics should be emphasized when the brand design strategy of ICH ceramic projects is formulated. The brand design strategy based on the duality characteristics is more consistent with the attributes of ceramics, which can effectively increase the added value and market competitiveness of the brand.更多还原