正片白小姐六选一肖

欢迎访问:广东新威新材料科技有限公司 官方网站

新闻资讯
NEWS

联系我们
contact us

电话:0769-83185718
          19866023062 服务电话

CHUANZHEN:0769-83187418

邮箱:2592255237@qq.com

DIZHI:GUANGDONGSHENGDONGGUANSHISONGSHANHUYUANQUZONGBUERLU4HAO1DONG1101SHI(SONGSHANHUGUANGDAWEGUB1-2DONG1101SHI)

商业化的产品包装的差异化如何实现
发布者:新威  日期:2020/6/18 9:18:38  浏览次数:2679

什么是产品包装差异化?仅通过简单的词语描述,难以将产品包装差异化的形象解释清楚,通过一些简单例子的对比,产品包装差异化及作用也就一步了然了。

RUGUOYONGPINPAICHUANBODEGAINIANLAIMIAOSHUCHANPINBAOZHUANGCHAYIHUA,NEIJIUSHIJIANGCHANPINFUHAOHUA。ZHEIGEFUHAOKEYISHISHENGHUOZHONGDERENHECHANGJING,RENHEXUQIU。BIRU“PASHANGHUO,HEWANGLAOJI”DESHANGHUOFUHAOGUANLIAN,ZAIJILIEDEYINLIAOSHICHANGZHONG,YONGLIANGCHALAIQUBIEYUQITADEYINLIAOCHANPIN。DANGRAN,CHAYIHUADEZUOYONGBUJINTIXIANZAICHUANBOGONGXIAOSHANG,QIZHUYAODEGONGNENGSHIDUISHOUZHONGRENQUNDESHAIXUAN。CHAYIHUADECHANPINWANGWANGDOUSHIJIANGMOUYILEIXUQIUZUIZHIGUANDEZHANSHICHULAI,LIQIUZAIYUANYOUDEDASHICHANGDANGAOSHANGYAOXIAYIKOUZUIJINGZHUNDEFENE。ZHENDUI“YAO”XIALAIDEZHEIYIFEN“TEBIEDANGAO”JINXINGPINPAICHUANBOHEPINPAISHOUZHONGJILEI。

CHANPINBAOZHUANGCHAYIHUADUIXINPINJINRUSHICHANGQIDAODEZUOYONGBUYANERYU,NEIQIYEYINGGAIRUHEZHIDINGCHANPINBAOZHUANGCHAYIHUACELVE?YOUSHIRUHEJIANGCHANPINBAOZHUANGCHAYIHUATIXIANCHULAI?

22.jpg

一、产品包装差异化的基本思路

ZHENDUICHANPINBENSHEN,ZHIDINGCHAYIHUACELVEDEJIBENSILUJIUSHIRENWUWOYOU,RENYOUWOJING,RENJINGWOXIN,RENXINWOBIANDESIBUZOUFANGZHEN。ZHEISIGEFANGMIANDOUKEYIDANGZUOQIYECHANPINDECHAYIHUATIXIAN。

ZHEISIBUZHUYAODECHAYIHUACELVELUOJIYONGTONGSUDEHUAYUJIANGSHUJIUSHI:FABUXINDEPINLEI,XINGCHENGXINSHICHANG(RENWUWOYOU);ZAIXIANYOUDEXINGYEZHONG,ZUOCHUXINGYEDEJINGPIN,BAWOSHICHANG(RENYOUWOJING);DANGZHENGGESHICHANGPINZHIWUFACHENGWEIMAIDIANZHIHOU,NEIZAIXIANYOUDEJICHUSHANGTIANJIAXINDEGONGNENGHUONEIRONG(RENJINGWOXIN);ZAISHICHANGKAIFABAOHEZHIHOU,QIYEFAZHANMUGUANGXIANGDUOYUANHUAJIANSHEFANGXIANGZHUANBIAN(RENXINWOBIAN)。

RENWUWOYOU:JINLONGYUJINRUSHICHANGCHUQI,DANGSHIZHENGGESHICHANGDESHIYONGYOUDOUSHISANZHUANGDE,GOUMAIHECHUZANGDOUCUNZAIWENTI。YIHAIJIALILAOBANGUOKONGFENGKANJIANZHEIZHONGQINGKUANG,CONGZHONGFAXIANSHANGJI,YUSHIZHONGGUODIYIPINGJINLONGYUXIAOBAOZHUANGYOUMIANSHI,KAICHUANGCONGSANZHUANGYOUDAOXIAOBAOZHUANGYOUDEDIYICIGEMING。FAXIANSHICHANG,CONGWUDAOYOU,XUNSUZHANLINGSHICHANG。

RENYOUWOJING:ZAIGAIGEKAIFANGSHIQI,WOGUOJIADIANXINGYEBINGBUWANSHAN,HENDUOJIADIANSHESHIPINZHIDOUWUFABAOZHANG。HAIERDE“ZABINGXIANG”SHIJIAN,RANGQUNZHONGKANDAOLEHAIERDEPINZHI,XINRENHAIER。ZAIZHEIYANGDEJICHUSHANG,HAIERDEPINZHIXINYUXUNSUZAIGUOCHUANBO。ZAIZHEIYANGDEZANYUXIA,HAIERZAIHENZHANGDEYIDUANSHIJIANNEIZHIBAZHONGGUOJIADIANXINGYE。

RENJINGWOXIN:HUOGUOXINGYEZAIKOUWEIHEDIANNEIZHUANXIUDOUWUFAJINYIBUTIXIANCHAYIDESHIHOU,HAIDILAOTONGGUOFUWUXUNSUDENGSHANGDEHUOGUOJIELONGTOUWEIZHI。ZAIYUANYOUDEJINGPINSHANGTIANJIAXINDEYUANSU,SHUNJIANYOUBIEYUQITADEDIANPU。

RENXINWOBIAN:RENGJIUYIJIADIANXINGYEWEILI,RUJINJIADIANXINGYEPINZHIHEFUWUDOUWUFAJIANGMOUGEQIYEYUQITAQIYEQUFENKAILAI。ZAIZHEIYANGDEJICHUSHANG,GELIDEDUOYUANHUAJIANSHE,CHENGGONGDEJIANGGELIYUQITADEJIADIANPINPAIQUFENKAILAI,WEIGELIDECHENGGONGZHULIBUSHAO。

ER、QIYECHANPINKUANGJIADAJIAN,CHANPINCHAYIDIANFANGXIANGLUOLIE

将产品的结构进行拆分,我们可以将产品内容分成三个板块:产品主体,产品形体,产品延伸。我们以特殊的月饼行业为例,对产品的三种结构逐一进行解析。每种结构都可以为产品包装差异化策略的制定提供方向。

CHANPINZHUTI:ZAIYUEBINGXINGYEZHONG,CHANPINZHUTIZHIDESHIYUEBINGBENSHEN。TONGGUOYUEBINGBENSHENFENXI,CHAYIHUAZHUYAOTIXIANZAIYUEBINGDEKOUWEISHANGMIAN。LIRUWUREN、LIANRONG、DANHUANGLIANRONGDENG,TONGGUOYUEBINGXIANDEZHONGLEIJINXINGCHAYIHUASHEDING。HAIYOUKOUWEISHANGDECHAYIHUA,DANGRANYOUYUXINGYEDETESHUXING,KOUWEISHANGDECHAYIHUAHENNANZHENGFUDAZHONGDEWEIJUEXITONG,RULAWEIYUEBING。ZONGERYANZHI,CHANPINZHUTICHAYIHUATIXIANZHUYAOSHIZAICHANPINBENSHENDENEIRONGSHANGDAZUOWENZHANG。FUZHUANGXINGYEDUOZHIKUANSHICHAYI,SHUMAXINGYEDUOZHIGONGNENGCHAYI,HUWAICHUIDIAODUOZHIPINZHICHAYIDENGDENG。BUTONGDECHANPIN,QITIXIANCHAYIDEFANGXIANGYEBUJINXIANGTONG,XIANGYAOWAJUECHUMOUGEXINGYECHANPINDECHAYIDIAN,SHOUXIAN,NIYAOZUGOUDELEJIEZHEIGEXINGYE。

21.jpg

CHANPINXINGTI:CHANPINXINGTIZHIDESHICHUCHANPINBENSHENZHIWAIDEYIXIEKEJIANDECHANPINXINGSHITIXIAN。RUYUEBINGDEBAOZHUANGHE,KUANGQUANSHUIDEBAOZHUANGPING,CHAYEDEBAOZHUANGGUANDENG。CHANPINZAOXINGSHANGDECHAYI,DUICHANPINDEXIAOSHOUQIDAODEYINGXIANGBURONGXIAOQU。SUIZHEQUNZHONGXIAOFEISHUIPINGDETIGAO,YIFANGMIANTAMENYUELAIYUERONGYIWEICHANPINDEBAOZHUANGJINXINGMAIDAN,ZHEISHISHIDAISHIRAN;LINGYIFANGMIAN,CHANPINDEMEIGUANQINGKUANGYEZHIJIEYINGXIANGXIAOFEIZHESHIFOUYUANYIWEIQIMAIDAN。

CHANPINYANSHEN:CHANPINYANSHENZHIDESHIJIYUCHANPINZHIWAI,SUOTIXIANDEYIZHONGKANBUJIANMOBUZHEDEQIANZAIGONGNENGHUOFUWU。ZHEILIJIANGCHANPINYANSHENFANGXIANGFENWEIGONGNENGYUFUWULIANGZHONG。SHOUXIAN,CHANPINFUWUDECHAYIHUAKEYIWEICHANPINTIGONGFUJIAZHI。

SAN、CHANPINBAOZHUANGCHAYIHUADEJUTILUOSHICELVE

CONGCHANPINBAOZHUANGCHAYIHUADEJIBENSILUDAOCHANPINJIEGOUDECHAIFEN,CHANPINBAOZHUANGCHAYIHUASHEDINGDEJUTISILUYEZHUJIANQINGXI。TONGGUOZHEIXIEFANGXIANGDEZHENGLI,CHANPINBAOZHUANGCHAYIHUACELVEDEZHIDINGZHIYAOFENWEIYIXIAJILEI(HUOYOUQUELOU):

1、CHANPINZHUTILEICHAYI:YITUOYUCHANPINBENSHEN,ERXINGCHENGDECHANPINCHAYIDIAN。

CHANPINXINGONGNENGCHAYI:

ZAISUOYOUXINGYELI,“RENWUWOYOU”DECHAYIHUASILU,SHIZHONGSHIPAIZAIDIYIWEIDE。ZHEILEICHAYIHUADETIXIAN,WANGWANGKEYIYANSHENGCHUYIZHONGCHAOLIU,GENGYOUSHENZHEKAIPICHUYIGEXINGYE。

CHANPINGONGNENGCHAYIKEYICONGLIANGGEFANGMIANJINXINGLIEJU:XINDECHANPINGONGNENGYANFACHUXINGANJUE,XINJISHUYINLINGXINXINGYE。

XINDECHANPINGONGNENGYANFACHUXINGANJUE:ZHEILEICHANPINBAOZHUANGCHAYIHUATIXIANZAIKUAIXIAOPINLIMIANZHUYAOTIXIANZAIKOUWEIHEGONGNENGFANGMIAN。BIRUNONGFUSHANQUANTUICHUDE“YINLIAO”DONGFANGSHUYE,CHAπDENG,YANFACHUXINDEKOUWEIDECHANPIN,YOUBIEYUQITADECHANPIN,RANGXIAOFEIZHEYANQIANYILIANG。ZHEILEICHAYIHUACELVEDEZHIDINGLUOJI,ZHUYAOSHITONGGUODUIXIANYOUXINGYEDEQINGKUANGJINXINGSHUJUFENXI,CONGQUNZHONGXUQIUCHUFA,KAIFACHUDUIYINGDEXINPIN。

CHANPINGUIGECHAYIHUA:

CHANPINGUIGEZHUYAOSHIZHENDUIBUTONGDEXUQIUERSHEDINGDE。BIRUGOUMAIYITAIDIANNAO,XIAOFEIZHEHUIYOUBUTONGGEPEIZHIXUANZE,YIMANZUBUTONGDECHANGJING。CHANPINGUIGEDECHAYIHUACAOZUOZHUXIANYIFANGMIANSHICHANPINGONGNENGQIANGDUDIJIN;LINGYIFANGMIANSHICHANPINWAIXINGDEDAXIAOXINGSHI。

GONGNENGQIANGDIDIJIN:DAZAOGENGGAOXINGJIABIHEMANZUDUODECHANGJINGXUQIU。YIJIUYIDIANNAOPEIZHIWEILI,YOURENKENENGZHIXUYAOJIANGDIANNAOJINXINGJIANDANDEBANGONGSHANGWUYONGTU,GOUMAIYUSUANBUGAO,ZHUIQIUXINGJIABI。YEYOURENXIANGYAOWANDAXINGWANGLUOYOUXI,ZHUIQIUDEJIUSHIGAOPEIZHI,GAOXINGNENG,TAMENDEGUANZHUDIANZHUYAOZAIGAOXINGNENGSHANGMIAN,JIAGEZHISHIQICI。ZHEISHIGENJUGONGNENGERSHEDINGCHUDECHANPINBAOZHUANGCHAYIHUA。

CHANPINXINGSHIDEGESHI:JIUSHIJIANDANDEDAXIAOCHAYI。PINGGUOSHOUJIZAIFABUiPhone6DESHIHOU,WEIMANZUXIAOFEIZHEDEDAPINGMUXUQIU,YUSHIFABULEiphone6pulse。

2、CHANPINXINGTILEICHAYI:CHANPINBAOZHUANGCHAYIHUACELVE

BAOZHUANGDUICHANPINDEZHONGYAOXINGZAICIBUYONGZAICIQIANGDIAO。XUNZHAOSHANGPINDECHAYIHUA,ZUIJIANDANDEFANGSHI,JIUSHICONGCHANPINBAOZHUANGCHUFA,SHEJICHUYOUBIEYUSHICHANGTONGLEICHANPINDECHUANGYIFANGAN。CHANPINWAIBAOZHUANGSHIZHIJIEMIANXIANGXIAOFEIZHEDE,YESHICHANPIN“MAIXIANG”DEBENZHIJUEDINGYINSU。

ZAIYUEBINGXINGYEZHONG,GEZHONGJINGMEIDEBAOZHUANGFANGSHILINGRENTANWEIGUANZHI。YINYUEBINGSHIJIERIDECHANWU,CHULESHIPINDESHENFENZHIWAI,HAIYOULIPINZHEIYICENGDINGWEI,BAOZHUANGYEJIUSHUNLICHENGZHANGDECHENGWEILECHANPINBAOZHUANGCHAYIHUAZHONGYAOTIXIANFANGSHI。

3、CHANPINYANSHENLEICHAYI

MAIDIANCHAYIHUA:CONGSHICHANGCHUFA,WAJUECHANPINDEMAIDIAN,TONGGUOCHAYIHUAMAIDIANDEYINGXIAO,WEICHANPINBAOZHUANGCHAYIHUAYUNYINGTIGONGBAOZHANG。

CHANPINMAIDIANDETIXIANXINGSHIYOUHENDUO,SHOUXIANCHANPINBENSHENDEGONGNENGCHAYIHUATIXIAN,ZAISHANGSHUGUANDIANZHONGYIYOUCHANSHU,JIUBUZHONGFULIEJU。QICIJIUSHICHANPINXINGXIANGTIANJIA,BIRUDEFUQIAOKELILIMIANTIANJIABIAOBAIDECHANGJINGXINGXIANGZAILIMIAN;roseonlyMEIGUIDEYISHENGZHIAIYIRENDEYUEDINGXINGXIANG。ZHEIZHONGZAIJIANDANDECHANPINSHANGFUJIATEBIEDEYIYI,JIANGCHANPINBAOZHUANGCHAYIHUADAOCHANGJINGHUA,ZAIDAOPINPAIFUHAOHUAZHUANBIAN。ZUIHOU,JIUSHIZAIXIHUADEXIAOFEIZHEXUQIUZHONG,ZAICIXIHUAXUQIU,YIQIUDEDAOYIGEZUIWEIJINGZHUNDEMAIDIAN。

CHANPINDINGDANGCHAYIHUA:CHANPINDINGDANGCHAYIHUAZHIDESHICHANPINDANGCIDINGWEIDECHAYIHUA。MEIGEXINGYE,GENJUXIAOFEIZHEXIAOFEINENGLIDEBUTONG,DOUCUNZAIGAODUAN、ZHONGDUANHEDIDUANSANZHONGYONGHUFENLEI。TONGYANGDECHANPIN,HENNANTONGSHIMANZUSUOYOUDANGCIDEXIAOFEIZHE。YINCI,ZAICHANPINDINGWEIDESHIHOU,MINGQUECHANPINDEDANGCIDINGWEI,ZHAODAOMUBIAORENQUN,GENJUMUBIAORENQUN,SHUCHUXIANGYINGDECHANPINNEIRONGHEFUWU。

20.jpg

SI、CHANPINBAOZHUANGCHAYIHUACELVEZHIDINGDEJIDIANDINGZHU:

SHOUXIAN,ZAICISHENGMING,CHANPINBAOZHUANGCHAYIHUADEDINGWEIBINGBUNENG100%WEIQIYEXINPINPOJU。BINGFEISUOYOUDECHANPINBAOZHUANGCHAYIHUACEHUADOUKEYICHENGWEICHANPINYINGXIAODEGONGJU,ZAIMOUXIEQINGKUANGXIA,MANGMUDEZHUIQUCHANPINBAOZHUANGCHAYIHUA,ERHULVELEQITADEZHONGYAOYINSU,CHANPINBAOZHUANGCHAYIHUACELVEYEJIUSHIGEXIAOHUA。

1、CHANPINSHIWANGDAO,CHAYIHUADECHANPINCELVEZHISHIYIZHONGPOJUGONGJU。MEIYOUHAODECHANPIN,WULUNDUOMEZHUNQUEDESHICHANGDINGWEIYIJICHANPINYUNYINGCELVE,DOUWUFARANGCHANPINCHENGGUODEFAZHANQILAI。

2、ZAIZHUIQIUCHAYIHUADETONGSHI,BUKEHULVESHICHANG“TIANHUABAN”。YOUXIEQIYE,MANGMUDEMIXINCHANPINBAOZHUANGCHAYIHUA,SUIHOUJIANGXIAOFEIZHEDEXUQIUXIHUA、XIHUAZAIXIHUA,ZUIZHONGDECHULEZUIJINGZHUNDERENQUN。

3、MANGMUDEZHUIQIUCHAYI,BINGQIJIBENGUIZE。

4、CHAYIHUAJIANSHEYEXUYAOLIZUYUSHOUZHONGDEJIAZHI“SHENMEI”。

5、产品包装差异化并未独一无二,而是让产品从红海市场向蓝海市场迁移。

CHANPINBAOZHUANGCHAYIHUACELVEDEZHIDING,JIUSHIDUICHANPINRENQUNZUOJIANFADEGUOCHENG。

新威新材提供产品包装设计到产品包装印刷的一站式在线解决方案,并结合不同的产品要求,提供经济,卫生,快捷的产品包装印刷方案.很多企业需要在包装上印上装饰性花纹、图案或文字,来使产品更有吸引力或更具说明性.好的包装,能使产品树立优质的形象,提高产品竞争力,促进产品销售.能有效加大企业的宣传力度,提高企业影响力,咨询热线:19866023062