Marketing combination factors mainly refer to the factors in the process of enterprise marketing activities. However, in the marketing activities of enterprises, there are many controllable factors and the subdivision is also very complicated. In order to facilitate analysis and application, people put forward many classification methods, among which the "4P" [1] classification method proposed by Professor MacArthur, an American marketing scientist, is the most popular. There are four types: products, pricing, distribution channels and promotion. These English words are called "4p" for short, because they all start with p.
The following will briefly describe the "4P" combination elements as follows:
Products represent the products and services provided by enterprises to their target markets. Including: product quality, appearance, style, brand name, trademark, packaging, trading rights, services, guarantees, etc. The design and development of products must be based on meeting the needs of consumers.
B, the price (pricing) represents the price of goods purchased by customers. Including: price, discount, payment method and credit terms listed in the price list. This is a very sensitive factor in the marketing mix. First of all, the price setting must generate profits. Secondly, when competitors launch similar products, the price must be adjustable and competitive.
C. Place or marketing channel refers to the whole process of product entity transferring from producer to consumer (or user). It is a commodity circulation network composed of all manufacturers and middlemen. If it is consumer goods, it usually goes through wholesalers, distributors and retailers, which is a long and wide channel; Generally, the channels through which industrial means of production pass are dealers to users, or manufacturers directly to users, which is a shorter channel.
D. Promotion refers to various activities carried out by enterprises to publicize the advantages of products and persuade customers to buy their products, such as personnel promotion, advertising promotion, commercial promotion, etc. Here, it is important to organically combine various methods to produce overall good results.
In a word, the marketing combination is to regard the enterprise as a system by means of system analysis, and all kinds of marketing factors and means within the enterprise are subsystems of this system. According to the conditions of the target market and external environment, enterprises should make the subsystems of this system interact and coordinate with each other in the dynamic and complex business process to optimize the overall strategy.
2 marketing mix factors and commodity packaging
Modern marketing concept advocates using the decision of marketing combination factors as a whole to carry out marketing activities, that is, making decisions on products, prices and promotional activities. The function and function of commodity packaging are reflected in the above marketing mix factors, and at the same time, it shows different promotion characteristics.
2. 1 Packaging strategy adapted to product matching
Under the condition of market economy, commodity packaging is a part of the whole product. Unpacked products are not products mentioned in marketing, because most products are packaged before the production process is completed. So what kind of commodity packaging strategy can be adopted to match the marketing elements of the product? Generally speaking, there are three main types:
First, the hierarchical packaging strategy. Products are divided into several grades, with high-quality products in high-quality packaging and general products in ordinary packaging.
Similar packaging strategy. Enterprises adopt the same pattern, similar color and similar shape in the packaging appearance of various products they produce. This kind of packaging similar to Wuliangye and Wuliangchun wine makes users and consumers easily associate with the products of the same enterprise, and achieves the purpose of establishing a good product image through the existing packaging impressions of users and consumers.
C, combined packaging strategy. Enterprises put a variety of related products together in the same packaging container, such as the complete packaging of daily-use ceramic purple sand pottery tea sets, glass tea sets and tableware. This kind of packaging obviously takes into account the use and sales characteristics of supporting products. Only by using a container and different kinds of packaging can we adapt to the sales of products.
2.2 Compatible price matching packaging strategy
Price is the monetary expression of commodity value. Under the condition of market economy, determining product price is a necessary condition to realize market exchange, and price strategy is one of the main factors of marketing mix. The basic requirement of marketing price strategy is that the pricing of products must be able to adapt to the comparison and competition of product prices in the market, so as to improve the market share of products. Price strategy is influenced and restricted by commodity packaging. On the one hand. The cost of packaging or sub-packaging and modification directly affects the sales cost of the whole product; On the other hand, whether the packaging is exquisite or not directly affects consumers' judgment on the product price.
Specifically, there are three packaging strategies that are compatible with the product price strategy:
A, high-grade packaging strategy. The aforementioned grading packaging strategy, for high-grade and high-quality products, uses advanced packaging materials, beautifully designed packaging modeling and beautiful packaging decoration, giving people a high-quality and high-grade product feeling, which is conducive to improving product pricing.
B, gorgeous packaging strategy. For precious commodities, such as gold and silver jewelry, diamond jewelry, high-end clothing, antiques, exquisite works of art, etc. Generally, gorgeous and noble packaging is used to make the ontology price of goods match the "identity price" displayed in packaging and decoration. Such gorgeous packaging is conducive to promoting consumers' recognition of the pricing of precious commodities.
C, packaging and modification strategy. Change the original large packaging of products into small packaging or change the original packaging. Sub-packaging and modification can not only facilitate sales, but also improve the pricing of the original products. For example, Hong Kong dealers changed the honey exported from China to Hong Kong from jars to scattered vials, and the price was three times higher than the original price.
2.3 Packaging strategy suitable for promotion means
Promotion is also called sales promotion. It refers to the marketing activities that convey information, arouse demand, persuade and promote consumers to buy their own goods and expand commodity sales by personnel or non-personnel. Under the condition of market economy. It is another important factor in the marketing mix and occupies an important position in the whole marketing activities of enterprises. As a non-personnel promotion method, commodity packaging can play a very good role in promoting goods and sales. Then, cooperate with the marketing elements of promotion. What packaging strategies can be adopted? There are mainly the following four categories.
Transparent and "windowing" packaging strategy. There are two kinds of transparent packaging: fully transparent and partially transparent. "Window-opening" packaging is to open a "window" in a certain part of the commodity packaging and close it with cellophane or transparent film to show the part of the commodity layer suitable for display. Transparent packaging and window packaging make full use of the shape, texture and color of the goods themselves for publicity. "Window opening" and transparent parts will play a good guiding role for consumers, because they are in harmony with the overall landscaping, patterns and text description of packaging and decoration.
B. Easy-to-open packaging strategy. In order to facilitate the use, packaging containers (continued from page 62) (continued from page 57) generally need to be equipped with additional easy-to-open devices. Common cans, bottles and boxes all have scientific and ingenious packaging containers, including pull ring, pull tab, button, twist-off type, roll-open type and tear-off type. Commodity packaging is convenient for consumption, and it is also a promotion strategy.
C, gift packaging strategy. Gift packaging refers to gifts, lottery tickets, pictures, etc. Attract consumers to buy on product packaging.
D, reuse packaging strategy. That is, packaged goods can be reused or used for other purposes after being consumed by consumers. For example, after the washing powder is used up, the small bucket can hold other items and can also be used as a bucket. However, it should also be pointed out that if reuse is the purpose of packaging, it will cause waste of materials and lead to "over-packaging". Improper emphasis on reuse of packaging is harmful to consumers' interests.
In today's market economy, packaging affects sales to a considerable extent. We should make full use of packaging strategy and carry out marketing activities. Enterprises should not only produce marketable products, but also strive to design and manufacture packaged goods with obvious competitive purposes and sales ability.