Any product needs to be packaged after commercialization. With the increasingly fierce competition and the intensification of consumer individuation and rationality, enterprises must promote sales through the planning and innovation of packaging. On the other hand, â€œtransition packagingâ€ triggers thinking and packaging of resource waste and ecological destruction. Has become a double-edged sword in marketing.
First, packaging and marketing planning
In marketing planning, packaging is generally extended because a complete packaging concept includes the three processes of pre-packaged goods, functional packaging, and post-packaged goods. The front and rear packages are invisible packages, and the functional packages are tangible packages. In the design and planning process, packaging includes many factors such as technology, culture, art, social psychology, and ecological value, which surpasses the original single functional packaging concept. Such as liquid milk not only plastic bag packaging, plastic bottle packaging, glass bottle packaging, tin packaging, Tetra Pak pillow packaging, environmental protection carton and so on, through the concept of packaging and planning to guide consumer ideas, beyond the fixed mode and many more. The first is to innovate from science and technology. Use advanced technology to create differentiated packaging; Second, to adapt and innovate from the cultural perspective, so that products are branded with cultural imprints to meet people's consumer psychology; third is to combine the characteristics of the industry. For the beverage industry, the current paper-plastic composite packaging and PET bottles are the mainstream. In the pharmaceutical industry, its packaging should be innovative in its image design, and it should be considered as a value-added product for consumers in appearance design, color, etc.
Second, the over-packaging caused by reflection
Excessive packaging can waste resources and damage the environment. The rapid economic development has led to an increasing share of packaging materials in domestic waste. Effective control and reduction of packaging waste is very important for reducing the amount of solid waste produced. According to the survey, of the more than 600 cities in the country, more than 200 were surrounded by various types of garbage. The main reason for this is excessive packaging. At present, 30% of the volume of municipal solid waste consists of various types of packaging. After the Spring Festival, Lantern Festival, Valentine's Day, Mid-Autumn Festival and other festivals were over, each home began to organize new items and gifts. A large number of plastic, paper, rattan, and metal boxes were thrown away as rubbish, and the rubbish was beautiful. This luxury packaging is also found everywhere in daily life, and most of the packaging contains difficult-to-handle raw materials, which is not conducive to environmental protection. These â€œbeautiful rubbishâ€ are a waste of resources, and they have also destroyed the ecology and polluted the environment.
The "Solid Waste Pollution Prevention and Control Law" clearly stipulates: "The State Council department in charge of standardization shall organize and formulate relevant standards in accordance with national economic and technical conditions, the state of prevention and control of solid waste pollution and the technical requirements of products, and prevent excessive packaging from causing environmental pollution." The law also stipulates that enterprises that produce, sell, and import products and packaging that have been legally listed in the compulsory recycling catalog must reclaim the products and packaging according to the relevant state regulations. The law makes it clear that the State encourages scientific research and production units to research and manufacture thin film coverings and commodity packaging that are easy to recycle, easy to handle, or that can be degraded in the environment. International experience data shows that packaging cannot exceed 13% to 15% of the value of the product itself. Therefore, market thresholds and relevant standards should be established to limit excessive packaging in terms of value ratio, weight ratio, and volume ratio.
According to the experience of developed countries, there are mainly three types of control methods for overpacking: The first type is standard control, ie, the ratio of the volume of the packaging, the gap between the packaging and the goods, the number of packaging layers, the cost of packaging, and the value of the goods. And so on set limit standards. Such as South Korea, Japan, Canada and other countries; the second category is the control of economic measures, such as the collection of non-paper packaging and packaging tax can not meet the requirements of recycling packaging, such as Belgium; through the measurement of garbage charges, to guide consumers to choose simple packaging, such as Netherlands; The third category is to increase the producerâ€™s responsibility and stipulate that the commodity producer is responsible for the recovery of the commodity packaging. Usually the depository system can be used to entrust relevant commercial organizations to recycle the packaging. In order to facilitate recycling, producers will actively choose to use less material and easy to recycle packaging design, such as Germany, France and other countries.
Third, harmonious packaging
The construction of society needs harmony, and product packaging also needs harmony. On the one hand, in order to enhance the competitiveness of the product in the market and enhance the value of accessories for the product, it is necessary to carry out packaging planning and innovation for the product; on the other hand, the packaging should be moderate and should not be at the cost of polluting the environment and consuming resources.
(I) Technological innovation in packaging
In the process of implementing a harmonious packaging, the technological innovation of packaging is the key. Such as the development of food packaging paper, so that they can maintain the fragrant, fresh, heat after the cooked food packaging for people to eat, in order to adapt to the fast pace of life, the principle of this insulation paper is like a solar collector, can Convert light energy into heat energy. Usually people only need to put this special paper in the place where the sun can shine, the space surrounded by the paper will continue to be replenished with heat, so that the food in the paper will maintain a certain degree of heat; in the next ten years, With the development of the global economy, the acceleration of urbanization, the improvement of peopleâ€™s living standards, and the upgrading of the consumption structure, the supply and demand of the paper product market will continue to grow rapidly, and the paper packaging industry will have enormous room for development. The birth of paper cans will overcome the shortcomings of aluminum cans, has broad prospects for development, can be widely used in paint, chemicals, food, medicine and other packaging and production of paper lunch boxes, paper cups, paper drums and other products.
(B) Implementation of green packaging
Packaging should be green, such as the use of waste paper recycling made of recycled paper boxes, paper bags, cartons, etc., to ban environmentally-friendly plastic packaging products; the use of waste paper regeneration instead of expanded polystyrene. Extend responsibility for production responsibility, that is, producers must not only assume responsibility for environmental pollution during the production process, but also take responsibility for recycling or disposal of scrapped products or used packaging. According to Che Xiangfu, deputy secretary-general of the China Packaging Technology Association, the packaging of goods should be as small and light as possible on the basis of achieving the goal of protecting the goods and beautifying the goods; the packaging, such as bottles, can be reused several times. Packaging that cannot be reused must be recyclable; and packaging that is not effective should be able to degrade instead of becoming hazardous waste.
(c) Strengthen the guidance to consumers
Strengthening the guidance of consumers' legal awareness and environmental awareness can also effectively promote harmonious packaging. For example, in the United States, consumers have a very general understanding of simple packaging. When people give gifts, they often buy their own packaging paper and package themselves (which may be the highest level of gift packaging). The â€œMonthlight Box Projectâ€ implemented by the Hong Kong SAR Government is also of great significance. After the Mid-Autumn Festival, it will set up recycling stations in 12 large shopping malls and 27 gas company customer centers and shops in Hong Kong to collect paper and iron mooncakes. Box, the public can get 1 set of voucher for each delivery of 1 month cake box. In addition, let consumers understand that buying over-packaged products will incur additional costs.
Reprinted from: Network