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用包装带动产品销售,这似乎并不是一个新话题,但根据其良好的市场效果来看,却也是一个可以推陈出新的永恒话题。面对当今同质化产品的竞争,包装是凸现产品差异化营销及产品独特卖点的“终端”,是厂商与消费者“面对面接触”的地方。好的包装会说话,会吸引消费者掏钱。同一品牌、同类产品的不同包装,可以很直观地诉求不同的产品对象,从而使产品快捷地到达目标人群。利用包装可以推出许多形形色色、个性鲜明的营销行为,以凸现企业和产品的特点。
The use of packaging to drive product sales seems not to be a new topic. However, according to its good market results, it is also an eternal topic that can be innovated. In the face of competition in today’s homogenized products, packaging is a “terminal” that highlights differentiated marketing and unique selling points of products, and is where manufacturers and consumers “face to face”. A good package can speak and attract consumers to save money. Different packages of the same brand and similar products can appeal to different product objects very intuitively, so that the products can reach the target population quickly. The use of packaging can introduce a wide variety of marketing behaviors of various colors and characteristics to highlight the characteristics of companies and products.