快消品营销包装设计策略

Packaging Design Strategy for Fast Consumer Marketing

在同质商品激烈竞争的市场环境中,快消品企业愈加重视商品的包装环节,并希望通过包装设计的差异化来实现最终的销售目的。本文首先介绍了快消品包装设计的营销现状,然后重点论述高效的消费者体验设计、塑造品牌形象功能、包装的便利性、创造附加价值功能和包装环保性五个快消品营销包装设计策略,期望为消费者提供内外气质统一的快消品包装设计,直接刺激消费者的购买欲望,导致购买行为。

In the fierce competition of homogeneous commodities market environment, fast consumer goods enterprises pay more attention to the packaging of commodities, and hope to achieve the ultimate sales goal through the differentiation of packaging design. Firstly, this paper introduces the current marketing situation of fast-food packaging design, and then focuses on five strategies of fastfood marketing packaging design: efficient consumer experience design, brand image building function, packaging convenience, value-added function and packaging environmental protection. It is hoped that the unified fast-food packaging design with internal and external temperament will be provided to consumers and directly stimulate consumers’ purchasing desire. Hope leads to buying behavior.