陶瓷工藝，本質上屬於超越實用的美學層次，加上發展背景具備深厚的文化底蘊，因此陶瓷工藝應不只是停留在感官層次，而是應從文化底蘊中豐厚其美學內涵。本研究以「鼎匋青瓷」為研究對象，以深度訪談為主，輔以次級資料蒐集和文獻分析，試圖從文化價值角度找出陶瓷工藝的顧客價值主張，並將此顧客價值主張與品牌價值理論連結，建構陶瓷工藝的品牌價值，提供陶瓷工藝在發展廣度及深度上的更多可能。本研究發現，陶瓷工藝是可以從文化底蘊中汲取內容，形成系統化的美學論述機制；購買漂亮的陶瓷作品是顧客需求之一，但顧客收藏陶瓷作品，目的不只是在於收藏與欣賞作品本身，更多的是透過作品背後的文化價值豐富精神生活。因此，提昇生活品味才是顧客待完成的工作，應從文化價值角度提出陶瓷工藝的顧客價值主張；從文化價值角度提出的陶瓷工藝顧客價值主張，不僅符合非功能屬性基礎的品牌價值，更是能配合陶瓷工藝作品風格獨特性形成有效品牌價值的條件。 Ceramic Craft essentially is beyond the level of aesthetic in practice, with profound cultural background in development history. Therefore Ceramic Craft should not just stay in the level of sensorial perception. It had better to be enriched the aesthetic connotation from its cultural heritage. The research is to study Dingtao Celadon and done by taking in-depth interview mainly and using secondary data collection and literature analysis for complement. With that, the study can attempt to figure out the value of ceramics from the cultural perspective of customer value proposition, and link the customer value proposition to brand value theory, in order to create the brand value of Ceramic Craft and offer the ceramic industry the most possibility of excellent development in depth and width.The study has found that Ceramic Craft can absorb the essence of the culture and form a systematic mechanism of aesthetic interpretation. To buying pretty pottery works is customers’ main purpose. But for customers, collecting ceramic works is not just simple collection and appreciation itself. It has more cultural values to enrich spiritual life behind it through the works. Therefore, to enhance the lifestyle is the customer succeeding work once occupied. It proclaims the customer value proposition from the point of view of culture value for Ceramic Craft. For this reason, brand value is not only consistent with the basic non-functional properties, but also is able to meet conditions of stylish uniqueness of ceramic works to create an effective brand value.
