Packaging's Unique Culture and Strategic Innovation (3)

(C) winter wear silk satin yarn - to adapt to the life cycle of wine.

The homogeneity of alcoholic products, excessive competition, and technological advances in the wine industry and changes in consumer attitudes have drastically shortened the life cycle of alcoholic products, especially among SMEs. In the face of consumers, alcoholic beverages must change their postures and heart-warming attitudes. By setting prizes to improve packaging, they can prolong the life span. On the other hand, packaging should actively adapt to the harsh environment of market competition and seek for a living space. This imposes stringent requirements on packaging, natural selection, and survival of the fittest. Different competitive environments, different life cycles, and packaging strategies are quite different. Creative ideas such as packaging patterns, text, logos, styling, illustrations, and designs should all be centered on the life cycle of a certain species.

Development period: Packaging for a fast word. The soldiers are quick and fast and they should quickly enter the holiday market. Holidays have further condensed the time, place and content of alcohol marketing. The market is based on festivals. Alcohol marketing has obvious fashion colors, so business opportunities must not be missed, otherwise the moment will become a yellow flower yesterday. If the package design and printing are printed by the packager, they must compete for time and delivery as soon as possible.

The introduction period: new ideas. The function of the packaging and the composition of the packaging should enter the target market faster than ever before. The personnel involved in the design should be made up of packaging engineers, marketing experts, graphic designers, wine experts and some innovative consumers. Never make a car behind closed doors and take it for granted. The packaging of the product during the introduction period has not met the consumers. The first impression is crucial. Therefore, the packaging design must be irritating, explosive, and attractive. There must be a rich classical culture and a new trend. This new word is not only so, but also targeted and repressive for competing products.

Growth: Focus on perfection. Divide the product packaging into several lifecycles, not every cycle. Successful packaging should perfect its functions as much as possible to attract more consumers. If the frequency of packaging changes is too great, it may lose the old customers. Once the new products that are rooted are not satisfactory, they should not be easily redesigned. A transitional approach should be taken to properly trim the new products. Long-term packaging requires maintenance and care because replacement of packaging is vulnerable to competing products and loses early-stage consumers.

Mature period: At this time, the growth rate of sales tends to be stable, and most consumers are happy to use our wine products to compete with the product in a very fierce situation. The competitive function of packaging is not weakened, and it is urgently needed to strengthen it. Our wine has become a target of public criticism. Counterfeit goods have come one after another and have seriously damaged my brand image; competing products have frequently launched attacks against me, and the price of goods has been indiscriminate. Therefore, packaging should strengthen the defense function of competing products while highlighting the anti-counterfeiting function. The realistic strategy is a. After all, our products are in an active position, controlling the major share of the market, and can play a decisive battle against major competitors. With my packaging design and composition of the potential to direct competition products packaging weaknesses; b. Rangli. Through a reasonable reduction in packaging costs, lower the price of alcoholic beverages and win more consumers. C. Multi-brand. Increase the length and width of the product line. If the quality does not change, different packages will have good results; d. Improve the quality of prizes and increase sales efforts.

The recession period: manage to rejuvenate and provide transitional conditions for new births. The transformation strategy is a theme of packaging. At this time, I still have some firm and dedicated brand loyalties. We have weakened our competition for this brand and used this opportunity to achieve transformation. To improve the function, design, and composition of the existing packaging that does not adapt to the market environment, change competitors, compete in a better position, and improve the competitive environment to make it new. If the possibility and value of new students are not great, they should be eliminated resolutely.

(D) on the sedan marry lang - import different requirements.

The packaging and promotion function manifests itself in urging and inducing consumers to buy immediately. Corporate information, product information, and marketing information are clearly communicated to consumers, and the time it takes for consumers to decide to purchase is short. The decomposition process is roughly as follows: arouse attention, sparking interest, guiding desires, and putting into action.

It is impossible for consumers to read information about companies and products in succession or ─ ─ make decisions after tasting. Therefore, the design of middle packages is particularly important for new consumers. How to lock in consumers firmly in the competition of "compounds" of competing products. In addition to being able to stand out from the crowd, design creativity has to communicate with different consumers to meet their own needs. First of all, it is necessary to establish its own concept of packaging - the relationship between packaging and wine products and consumers. To clarify the position of the most favorable appeal, and to strive for nodding, verbal, must be physical and psychological positioning and the unity of the two.

Physical location. The physical factors such as the design, composition, cultural content, function, cost, and the ratio of the cost of the main wine, the ratio of the price to the selling price, etc. should be combined with the different types of consumers into corresponding quadrants in order to be accurate. Positioning.

Mental positioning. The psychological orientation is based on the type of consumers and can be formulated according to actual needs. For example, it can be classified according to purchase: innovative type, early identification type, most adoption type, late conservative type, etc.; if by location: hotels, restaurants, supermarkets , Family; According to the needs of the consumer culture: Marriage, Ding Ding celebration, good festivals, commemoration, dinner, contact, shanghai, dust, welcome, type, death, pacification, drinking, drinking According to age, according to income, according to the nature of the holiday ... ... the successful psychological positioning will win a wide range of applause.

The marketing principles followed by the unity of physical location and psychological positioning are 4C strategies--the desire of consumers, the cost of demand, convenience, and communication. For example, the packaging specifications, packaging materials should be made a small sample, carefully observe the judge to modify, should take the consumer's mass route - from which to go, so that there will be little product backlog, packaging material overstock loss.

(e) February Spring Breeze Scissors - a good choice of packaging providers.

Immediately after joining the WTO, there is greater freedom in selecting excellent packaging companies. It is better to choose packaging companies with planning functions. Such packaging companies also need to have experience in wine packaging industry. It is now stressed that manufacturers (distributors) must unite and reach the end market. Why can't we implement a "comprehensive combination of the upper and lower reaches of the wine industry of manufacturers and manufacturers (packers)?" Instead of planning people and packaging companies to pack the company's packaging business to replace the company's product development department and planning department, it is through a deep understanding of the company and its external environment, to come up with more appropriate and fruitful packaging. As for the program, hanging embroidery for the product will make the wine wonderful. "The glass coloring material" new technology and new materials have greatly satisfied the needs of high-end alcoholic beverages. Golden, silver, dark green, navy, pink and other varieties are matched with fine wines. Whatever people see is unmoved. Maotai Wangjiu, Huzhou Laojiao, Xinjiu, and Langjiu are not the creations of wine makers. They are better known as packers' masterpieces.

(6) The yellow robe is added - dressed in a cultural coat.

China's wine culture has a long history and profound knowledge. How to make China's wine to enter the modern marketing market is a hall. It is undoubtedly a wise move to dress her in a cultural yellow robe. Establishing the concept of assets in the packaging culture will not be a culture and culture. Only the intangible assets that have been continuously transformed into packaging will be transformed into wealth. In Chinese wine culture, packaging accounts for a third of its share. Since Chinese wine is a spiritual product, it is slightly intoxicated if it is not enjoyed. If the packaging is a cultural flag of the company, then the inner packaging, that is, the container and the drinking utensils, can be regarded as exquisite cultural and artistic treasures.

The so-called cultural packaging, which is often far-fetched, is often seen at the rum and drinks. In the design of packaging, attention should be paid to the cultural understanding of the factual part of the wine and the psychological part of the consumer, and seek artistic matching and artistic breakthroughs at this tacit understanding. Art-infected packaging must be expanded. From the level of the wine, the image of the brand, the personality of the brand, and the association of traditional culture, modern culture, national culture, regional culture, wine culture, and packaging culture in particular, it is determined that the culture is in packaging and in the market. On the state.