论文部分内容阅读
细心的朋友可以看到,可口可乐换包装了,光明牛奶换包装了,企业和品牌在不同的市场阶段,都在有秩序、有规划的更换产品包装,因为品牌面对的是前进中的消费者,他们的视觉很容易疲劳,他们又都习惯了喜新厌旧。 包装设计是企业营销环节的一个环,它的衡量标准是依附于整体营销战略的。包装是企业战略表现的载体,它是无语的广告,与消费者直接面对。 光明牛奶在两年前更改新包装至今,又有了新举措。为了配合2003年的新鲜策略,光明毅然决定更改现有包装。这对于一个产品线很丰富的品牌来说,无疑是个大手笔。因为,包装的修改也有系统性和整合性。系统性是指整个产品线规划的统一互动,整合性是指包装的修改,直接影响到其他营销手段的调整,包括电视广告、平面广告、户外广告、公关活动和促销手段等等。
Careful friends can see, Coca-Cola for packaging, bright milk for packaging, businesses and brands in different stages of the market, are in an orderly, planned replacement product packaging, because the brand is facing the progress of the consumer Their vision is very tired, they are accustomed to rejoicing. Packaging design is a part of the marketing of an enterprise, and its measurement is attached to the overall marketing strategy. Packaging is the carrier of corporate strategic performance, it is speechless advertising, and consumers face directly. Bright milk two years ago to change the new packaging so far, there are new initiatives. In line with the 2003 fresh strategy, bright decided to change the existing packaging. This is a great product for a very rich brand, it is undoubtedly a generous. Because, package changes are systematic and integrated. Systematic refers to the unified interaction of the entire product line planning, integration refers to the modification of the package, a direct impact on the adjustment of other marketing tools, including television ads, print ads, outdoor advertising, public relations and promotional tools and so on.