Corporate Product Packaging and Marketing Strategy

Abstract: This article analyzes the product marketing model of Hunan Guoguang Porcelain Co., Ltd. in the form of a case, and proposes that with the marketization of the socialist economy, the marketing of the enterprise should be consumer-centered. Companies need to use modern information technology to implement product packaging and marketing, and fully consider consumer behavior and cultural factors to formulate strategies.

Keywords: packaging marketing strategy

I. Limitations of Traditional Packaging Design and Marketing Models
Guoguang Porcelain produced porcelain for life for Chairman Mao from the 1950s to the 1970s, producing gifts porcelain and national feast porcelain for leaders of other countries. The core of the company’s traditional marketing model is production. The company’s management activities are centered on production. The organization of the enterprise is all production services. This marketing method is suitable for the planned economy, but the planned economy has completed its historical mission and the corresponding production system will also End. It also has the characteristics of a monopoly industry, but the technology of the ceramic industry is not a cutting-edge technology, and the "China Red," which has a monopoly patent in the ceramic process technology, is not developed by Guoguang Ciye, and its products and technologies cannot form a monopoly.

Second, modern marketing model

1. Establishing a marketing consciousness of serving customers wholeheartedly is on the one hand, the company’s appeal to consumers, such as through corporate brochures and participation in various exhibitions, and through participating in some media activities, etc.; introducing businesses to consumers; on the other hand, The packaging of products appeals to consumers, such as the visual communication of the packaging, the transmission of perceptions, etc. The purpose of the above work is to strive for smoothness. It should be noted that customers’ interest in products and packaging, their demand for products, their satisfaction with products and services, their perception of marketing methods, and even their satisfaction with the image of sales staff, must conduct frequent market research and have a set of information that responds quickly. The system quickly adjusts the product structure and marketing methods based on factors such as changes in customers' time and changes in consumption concepts.

2. Establish a modern marketing information system

Marketing information system is a continuous and interactive structure composed of personnel, equipment and procedures. Its purpose is to collect, organize, analyze, evaluate, and distribute timely, timely and accurate information for market decision makers. use.

(1) Establish an enterprise internal electronic information network system. Modern companies need to quickly and correctly complete the rapid transfer and exchange of marketing management information. Enterprises should establish electronic data exchange systems and electronic data exchange software to improve the cycle speed, accuracy and efficiency from orders to products to customers. A set of network systems can be established to connect each branch and related departments, and the production schedule, inventory level, and receipts and payments of products can be tracked using computers and networks.

(2) Establish a coding system for product packaging. The marketing department should organize personnel to draw on the changes in China's national conditions and product sales methods based on international practices and common practice, extract generic elements of the product, and perform unified classification and coding. On the basis of reclassifying the product code, the bar code of the product is compiled, printed on the bottom of the product by firing, or pasted on the bottom of the product with a sticky note, and must be consistent with the information of the product packaging.

(3) The establishment of distributors and marketing digital networks. Marketing managers in the company need to exchange information quickly with overseas distribution points and sales personnel, continuously monitor the marketing environment, quickly notice changes in consumer desires, new competitors’ interventions, and new forms of distribution channels. Pay close attention to the following three trends: 1 From local to national or even global marketing, 2 From the needs of customers to customers, 3 From price competition to non-price competition.

Third, the factors that affect the purchase behavior

1. Extract the advantages of the company in the competition: (1) The glorious course of "Red Guanyao" produced by Mao Zedong for the production of porcelain for life and the production of gift porcelain for the national leaders and the accumulation of samples; (2) Forty years Accumulation of production products, and a good brand reputation; (3) China's best high-temperature rigid porcelain and high-temperature glaze under the flower process products; (4) is located in the "Hunan porcelain capital," the geographical advantages, is the only ceramic market in Hunan the company. The above advantages can become a selling point in the product packaging and marketing strategy. Enterprises should make use of their existing advantages to lay a good cultural marketing brand, and they can obtain greater marketing planning benefits with less cost.

2. Analyze the social factors of consumer behavior and formulate corresponding marketing strategies. Consumer behavior is often influenced by social factors such as reference groups, families and social roles and status. Frequently, there are opinion leaders in consumer groups. Opinion leaders are those who provide advice or information to a specific product or product category during the informal communication (or dissemination) of related products. Opinion leaders are scattered across all levels of society, and one person may be an opinion leader for the product, but may be a follower of other products. The corporate marketing department should have an insight into the scope and level of opinion leaders in the market, and explore some of the qualities of opinion leaders in order to find out the media that can affect opinion leaders and thus directly convey the message to these opinion leaders.

3. Respect the consumer's personal factors. Consumers’ purchasing decisions are also influenced by their personal characteristics, including the purchaser’s age, life cycle stage, occupation, economic status, life style, and personality and self-concept. Accelerate the research and development and replacement of products, in the design of products and packaging should grasp the mentality of young people to pursue fashion, and timely production of products in line with their lifestyle. Respect consumer personal factors in product marketing and enhance product differentiation. In line with the newly established product coding system, we will introduce popular products and packaging samples in a predictive manner to solicit feedback from distributors and consumers on products, promote products to be produced to consumers, and guide popularization and consumption.

4. Analyze the consumer's psychological factors so that the product and the packaging that it adapts to suit different levels of needs. Enterprises need to do a good job of positioning products based on the level of research needs, in order to cater to the needs of some high-end customers who want more respect and self-realization from others. In Guoguang Porcelain's exclusive sales point of sales, we can establish a custom-made product business that is not yet available in China, and create a customer signature for use by ourselves, or gift porcelain that is specially made for gifts to others, and pursues the packaging of these products. Values ​​and tastes can also be printed using common elements of information in the decorating methods, while individual elements use hand-painted and hand-written methods to pursue the uniqueness of products and packaging. Through some methods to promote sales through design and packaging, we strive to create incentives for customers to purchase in marketing, and create purchase behaviors by creating customer favorite products and ingenious sales processes to promote customer satisfaction.

The main consumer groups faced by enterprises are the modern people with increasing consumer lifestyles. We must not only know what they need to consume, but also need to understand how they consume and their desire for consumption. Explore the modern consumer culture and search for modern consumerism to establish a modern product packaging strategy and marketing system to maximize and stimulate customer desire for consumption.

Reprinted from: Longyuan Journal Net