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商品包装在现代市场营销活动中的地位和作用越来越令人瞩目。在市场营销学界,有的学者把包装(package)称为与市场营销4P 组合平行的第5个 P;在市场营销实践中,企业利用包装把成千上万的商品装扮得五彩缤纷,魅力无穷。世界上最大的化学公司——杜邦公司的营销人员经过周密的市场调查后,发明了著名的杜邦定律:即63%的消费者是根据商品的包装和装璜进行购买决策的;到超级市场购物的家庭主妇,由于精美包装和装璜的吸引,所购物品通常超过她们出门时打算购买数量的45%。可以看出,包装是商品的脸面和衣着,它作为
The status and role of commodity packaging in modern marketing activities is increasingly eye-catching. In the marketing community, some scholars call the package the fifth P in parallel with marketing 4P. In marketing practice, companies use packaging to dress up thousands of products in a colorful and attractive manner. After a thorough market survey, the marketing staff of the world’s largest chemical company, DuPont, invented the famous DuPont law: 63% of consumers make purchase decisions based on the packaging and decoration of products; they go shopping in supermarkets. The housewives, attracted by their exquisite packaging and decoration, usually have more than 45% of their purchases when they go out. It can be seen that the packaging is the face and clothing of the goods and it acts as