Research on the Development Path of Yueyao Celadon in the Era of Digital Economy

Yue Kiln celadon has a long history, starting from the production of primitive porcelain in the Shang and Zhou dynasties, after the maturity of the Eastern Han Dynasty, the great development of the Three Kingdoms to the Southern and Northern Dynasties, the prosperity of the Sui, Tang and Five Dynasties, and the new development of the Northern Song Dynasty, and gradually declined in the middle and late Northern Song Dynasty, but its craft and style have a far-reaching impact. In the era of digital economy, although the celadon industry of Yueyao has developed to a certain extent, such as Cixi related industries, it still faces problems such as shortage of professionals, insufficient market awareness and brand influence, and weak product innovation ability. At the same time, digital technology has also brought new opportunities, and some enterprises have achieved results in making digital records of process, product display and sales. But there are disadvantages in terms of brand, product innovation and market share. This paper focuses on the cultural value and market potential of Yue Kiln celadon in the era of digital economy, in order to promote the development of Yue Kiln celadon in the collection and gift market with the help of digital economy, integrate digital marketing and digital art with Yue Kiln celadon, provide suggestions for inheriting and promoting this excellent traditional cultural heritage and the innovative development of Yue Kiln celadon in the era of digital economy, and realize the unification of cultural and economic value of Yue Kiln celadon.