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Today, packaging not only exists for the protection and storage of goods, but also has the effect of promoting sales. To play its role in sales is an important issue in front of the enterprises that produce goods under the conditions of market economy, and it is imperative to study them carefully.
First, changes in the market lead to changes in the packaging of goods
1. Planned economy requirements for packaging
The planned economy is closed, and production and underwriting are implemented. Products are produced according to the mandatory plan to meet the balance between supply and demand of planned economic materials. Mainly planned distribution, internal circulation, government pricing. Such planned product pricing methods and circulation methods, lack of competitive pressure and production pressure of enterprises, determine that enterprises are production-oriented enterprises. As an appendage of a government department, a business rarely has its own economic interests and forms a production concept of “what to produce and sellâ€. Under such conditions, the requirements for goods are first of all useful and usable, followed by consideration of practicality and quality, and the improvement of the quality of goods is also achieved through administrative means. At that time, product packaging had no major impact on sales, resulting in low input, low quality, light design, and light sales.
2. Requirements of market economy for commodity packaging
The market economy is open and competitive. Commodity production is based on market demand. The relationship between supply and demand for commodities is a market competition choice. Commodity circulation is an internal and external cycle. The price of a commodity is determined by the market. Under the conditions of a market economy, companies must be invincible in the competition and must be heavy sales of production and management enterprises. In order to adapt to market competition and create economic benefits, enterprises must establish a concept of production and operation that “what can be sold and what to produceâ€. The market and consumer demand for goods are the most fundamental requirements for the company. So the main reasons for commodity packaging to meet the needs of the market and consumers are:
(1) Due to the development of social production, mass production and sales of commodities have promoted the development of commodity circulation, especially the emergence and spread of supermarkets, which have made the market more and more prominent in the sales of goods. This requires packaging in the same category. The market competition for commodities has come to the forefront and demands packaging to play a role.
(2) With the development of market economy and the improvement of people's living standards, consumer demand is getting higher and higher. People demand that goods not only meet the material needs but also satisfy the spiritual needs. Successful packaging not only protects the goods, but also it can beautify people's lives and environment, and meet the rhythm of modern life. The increase in income enables consumers to pay for the increase in packaging costs.
(3) Due to technological advances in packaging machinery, packaging, printing, and packaging materials, the advancement of commodity packaging has been promoted, and commodity packaging has become richer and more varied.
Second, the packaging strategy under the conditions of market economy
First of all, we must change the concept of traditional packaging, attach importance to commodity packaging, which is the premise of the application of packaging strategy, followed by trying to rely on commodity packaging, and promote product sales, which is the fundamental purpose of the application of product strategy. List the following strategies for your reference.
1, sales packaging strategy. In real life, when there are commodities (such as edible oil, etc.), traditionally large packaging (transport packaging), and now small packaging (sales packaging) is becoming more and more popular, has been accepted by people, and many commodities (especially agricultural and Local specialties, daily consumer goods, etc. So far there is no own sales package, which can be entered as a market gap.
2, logo packaging strategy. Modern enterprises pay more and more attention to the image of the company with the product image as its core, resulting in product logos and corporate logos. If product logos or corporate logos are used on the packaging of goods, customers can easily discover different brands of products or series of products with the same brand is already familiar with the production of enterprises, and it is beneficial to promote products (especially new products). This strategy is being applied in cigarette companies in our province, such as the symbol of “Hongta†on the packaging of cigarettes in Yuxi Cigarette Factory, the sign of “Little Panda†factory emblem that Huze Cigarette Factory just used, and Chuxiong Cigarette Factory’s opening symbolizes Chuxiong and Yunnan. The symbol of the product of the Totem cultural essence.
3, change the packaging strategy. When a product of a company's product is similar in quality and cannot be sold in the same product, a series of packaging products of the same name are launched. Many of our companies may have one or more famous brands or best-selling products in the past or present, but their position in people's minds has been weakened due to market competition and other reasons. Changing packaging (including intrinsic product quality) can be very effective. For example, the cigarette companies in our province were listed in the “Yunnan Famous Brand†“Hongta Mountainâ€, “Cloud Smokeâ€, “Shilinâ€, “Red Riverâ€, “Painting Gardenâ€, “Butterfly Springâ€, “Little Panda†in the following year. The "three towers" and other series of cigarette products, some old packaging products and some have a history of several decades, and its new packaging products are mostly used in the reputation of old products in recent years out of innovation.
Third, the conclusion
Under the conditions of a market economy, it is feasible, realistic and important to rely on commodity packaging, promotion of commodity packaging, and promotion of commodity sales. It is hoped that commodity production companies will apply packaging strategies to achieve great market competition.
Reprinted from: Chinese Packaging Industry Tang Xishu
This article examines the requirements of the planned economy and market economy for packaging, and what packaging strategies are used under market economy conditions.