The work aims to create a narrative effect and audience experience with scientific authenticity, sequential reasoning, open controllability, process traceability, sensory immersion and interactive friendliness through digital construction and cross-media narrative design of Jingdezhen ceramic intangible cultural heritage, so as to promote the establishment of empathy between the narrative subject and the audience, enhance the audience's conscious identification of ceramic intangible cultural heritage, and better realize the living inheritance and innovation transformation of ceramic intangible heritage. Starting from the digital construction of ceramic intangible heritage in Jingdezhen, the cross-media narrative design of ceramic intangible heritage was expounded. The interrelationship among the design elements, such as behavior subject - narrative role, craft carrier - narrative props, occurrence environment - narrative scene, communication media - narrative platform, etc. were discussed. The cross-media narrative design logic of ceramic intangible cultural heritage was constructed from three dimensions:narrative context, narrative perspective and narrative media. The results show that, the activation innovation and dynamic inheritance of ceramic intangible heritage in Jingdezhen need the support of digital and media convergence technology; The cross-media, immersive, multi-sensory and interactive narrative design is conducive to guiding audiences to consciously become interpreters of intangible cultural heritage and disseminators of ceramic culture, as well as to foster new cultural meanings and reach a broad cultural consensus.