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商品包装的困境 在现代市场营销策略中,商品包装早已突破单纯保护商品不受损害的传统观念而发展成为传递商品信息的重要手段,更多地体现着识别、便利、美化、增值的功能。商品包装实质是产品过程的延伸,是产品的一个重要组成部分。独特的包装,可以使该商品与竞争品相区别,同时又能充当一位“沉默的推销员”,用自己的色彩、图案、造型来吸引顾客。有关资料表明:由媒体广告所招徕的购买者中,有33％的人在购买现场转而购买包装吸引人的其他品牌。因此,谁更重视包装,谁就有可能赢得更多的市场份额。
Difficulties in Commodity Packaging In modern marketing strategies, commodity packaging has already broken through the traditional concept of simply protecting the goods from damage and has developed into an important means of delivering product information, embodying the functions of identification, convenience, beautification, and value-added. Commodity packaging is essentially an extension of the product process and is an important part of the product. The unique packaging can differentiate the product from the competition, and at the same time it can act as a “silent salesman”, attracting customers with their own colors, designs and shapes. Relevant information shows that 33% of the buyers who were recruited by media advertisements went to the scene to buy other brands with attractive packaging. Therefore, whoever attaches more importance to packaging, it is possible to win more market share.