论包装设计与市场营销策略  

On Packaging Design and Marketing Strategy

作　　者：章晓岗[1] 张璐[1] 

机构地区：[1]南昌大学,南昌330031

出　　处：《包装工程》2012年第4期102-105,共4页Packaging Engineering

摘　　要：分析了包装设计在现代产品营销中举足轻重的作用,认为好的包装设计是营销成功的关键。根据不同的市场需求,论述了一系列的包装设计行销战略:品牌定位行销战略、产品定位行销战略、消费者定位行销战略。进而分析了包装设计是以促销为终极目的,提出了包装设计应该与时俱进,针对不同的市场环境,把握消费者的心理策略,走出自己的独特道路。It analyzed the packaging design in modern product marketing important role,rearded the good packaging design was the marketing the key to success.According to the different market demand,it discussed a series of packaging design marketing strategy： brand positioning marketing strategy,product positioning marketing strategy,consumer orientation marketing strategy.And then it analyzed the packaging design was based on sales promotion for ultimate purpose of psychological identity,to win a consumer,and was the modern marketing ultimate market.It put forward the packaging design should keep pace with the times,according to different market environment and grasping the consumer psychology strategy,getting out of our own unique way.

关 键 词：产品营销 包装设计 行销战略 

分 类 号：TB482[一般工业技术—包装工程]