从现代营销手段提出的整合传播来看,药品包装已不仅是产品策略问题,它已成为促销手段中一种不可替代的媒介。消费者对产品产生兴趣,大程度上是依赖大众传媒广泛的渗透,但能否促成最终的购买,还要看关键的“临门一脚”。包装作为与消费者沟通的最后一关,有着举足 轻的作用。企业 From the perspective of integrated marketing proposed by modern marketing, drug packaging has not only been a product strategy issue, but it has become an irreplaceable medium in promotion. Consumers’ interest in the product relies heavily on the mass media penetration, but whether it can lead to the final purchase depends on the critical “kick-start.” Packaging as the last level of communication with consumers, has a decisive role. enterprise