马尾绣元素在本土化包装中的潜在营销价值

The Potential Marketing Value of Horsetail Embroidery in the Localized Packaging

包装已成为现在商品化后产品必不可少的"衣裳"。随着市场竞争的日趋激烈,包装同质化日益严重的现象同消费者购买心理的高标准要求之间存在着亟待调和的矛盾。包装的功能不仅仅只是盛装和美化产品,在产品营销中更是扮演着"无声导购"的角色。本文通过对水族马尾绣非物质文化艺术遗产强烈的地域性、民族性和创造性等特点的概括,论述了将马尾绣传统文化艺术元素应用于相关的本土化产品包装中其所表现出来的潜在营销价值。为此,应用了马尾绣传统文化艺术元素的本土化产品包装成为一个"多功能"的文化艺术结晶体、产品信息附着体和品牌形象的传达体。在激烈的市场竞争中既赢得了市场,又发挥了传统文化艺术潜在的营销魅力与价值。

Package has been the essential “dress” of the commercialized products. With the tense competition, the con-flict needs to be solved between the increasingly homogenous packages and consumers＇ high psychological demand. The packages not only pack and beautify the products, but also work as a “silent salesclerk”. This paper analyzes the poten-tial marketing value of horsetail embroidery of Shui nationality in the localized packaging by summarizing its strong re-gional, national and creative features as the intangible cultural heritage. The localized packaging with the traditional cul-tural elements of horsetail embroidery has become a “multi - functional” carrier of culture and arts, brand image and in-formation. It gains market in the intense competition and exerts the marketing potentiality and value of the traditional culture and arts.