商品包装的传统文化元素与企业营销力的提升  

Traditional Cultural Elements in Packaging and Promotion of Enterprise Marketing

作　　者：徐蓓[1] 

机构地区：[1]湖南工业大学,株洲412008

出　　处：《包装工程》2008年第12期236-239,共4页Packaging Engineering

基　　金：湖南省社会科学基金项目(06ZC162)

摘　　要：通过分析经济"全球化"趋势影响下,商品同质化现象日益严重,大多数消费者根据商品包装和装潢进行购买决策的现状,结合现阶段消费者的情感回归心理,论述了在包装图形、色彩、字体和材料上注入传统文化元素打造商品的视觉冲击力、突出商品的个性化、提升商品的附加值和体现以人为本精神等观点,论证了在包装中合理注入传统文化元素,能强化包装与消费者的沟通功能,赋予商品独特的内涵,增强企业营销力,更有效地提升企业的核心竞争力。With homogeneity of products qualities being increasingly serious in the economically globalizing world, it has been a great challenge for companies to attract customers. Based on a review of customers＇ psychology in goods packaging and decoration and their decision to purchase, it is believed that current customers tend to value an emotional satisfaction in their purchases. Traditional cultural elements reasonably implemented in the packaging of goods can provide goods with a special feature, a better communication with customers, and enhance effectively the marketing capacity and competency of enterprises. Packaging graphs, colors, fonts, and materials were analyzed in the creation of traditional cultural flavors for goods so as to make them more striking, personal, value--added and people oriented.

关 键 词：商品包装 传统文化 营销力 

分 类 号：F760.3[经济管理—产业经济]