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頁籤選單縮合
題 名 | 相似包裝在行銷組合的應用=The Application of Similar Package to Marketing Mix |
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作 者 | 謝寶泰; | 書刊名 | 商業設計學報 |
卷 期 | 11 2007.11[民96.11] |
頁 次 | 頁39-46 |
分類號 | 496.18 |
關鍵詞 | 相似包裝; 行銷組合; 相似性; Similarity; Similar package; Marketing mix; |
語 文 | 中文(Chinese) |
中文摘要 | 商業包裝對許多消費性產品是不可或缺的,本文將消費性產品上市時的商業包裝定義為原版包裝。若將原版包裝加以縮放並視需要進行局部修改,而消費者仍能看出它的原版包裝的相似性,則該新包裝定義為相似包裝。相似包裝的成形方式有四種操作方法:(1)三軸向等比例放大;(2)三軸向等比例放大,但局部改變,(3)局部不變,餘三軸向等比例放大;(4)局部不變,餘做仿似比例放大。當相似包裝係原版包裝之縮小操作者,稱為縮小版相似包裝;其為放大操作,稱為放大版相似包裝。 相似包裝與原版包裝,除了大小不同之外,享有許多相同的傳播元素,包括品牌、包裝的材料、造形、色彩計畫、圖文編排等,使相似包裝之設計、生產等流程變得比較有效率。且消費者在辨識、記憶、回想這項商品或品牌時,亦會比較有效率。 商業包裝在行銷學上被列為行銷組合之推廣組合的重要元素。行銷組合有四個元素,即產品、通路、價格及推廣,簡稱為4P,在做行銷組合時,各元素雖有各自的組合,但須依據產品的生命週期來考量,換言之,行銷組合需配合產品生命週期來運作。由於商業包裝是產品的重要組成部份,也是推廣的元素,故其與產品生命週期有密切關係。依此觀點,相似包裝脫胎於原版包裝(即商業包裝),應可成為產品生命週期的行銷組合中的一個元素。 本文觀察行銷實例並依據行銷學理,推論出同一品牌的相似包裝可依產品生命週期擔任產品組合的元素,最顯著的例子是把相似包裝當做試用品、贈品及延伸產品。此外,相似包裝也可以配合價格、通路而達到最佳行銷效果。 |
英文摘要 | Commercial packages (CP) are indispensable for most of consumer products. The CP making its debut for a consumer product is defined as original package (OP) by this paper. Meanwhile, by scaling the OP, and plus a modification if desired, a similar package (SP) appears if consumers can recognize its similarity with the OP. SP can be made from OP with four ways: (1) identical scaling on tri-axis; (2) identical scaling on tri-axis plus partial modification; (3) identical scaling on tri-axis yet some part remaining unaltered; (4) affine scaling on tri-axis with some part remaining unchanged. A SP is named as scaled-down SP if scaled down from OP; scaled-up SP if scaled up. Though size is the main difference between SP and OP, they two have same packaging elements, such as brand, package material and visuals. This makes it more effective not only to design and produce the SP, but also to help consumer recognize, memorize and recall the product. Commercial package plays an important role in marketing mix (MM) of consumer product. MM consists of four elements: product, price, place, promotion, (4Ps). Though each Pin 4Ps holds its mix, it still takes product's life cycle (PLC) into consideration, i.e., MM needs to implement on the product cycle. Since CP is a vital part of consumer product, so it is assumed that CP relies a lot on PLC, so does SP. Based on a survey of some SPs in market and on marketing mix theory, this paper concludes that a SP can be an element on PLC, and makes itself as giveaway, sample, and extensive product. Also it can create its best marketing effects associating with price, place of MM. |
本系統中英文摘要資訊取自各篇刊載內容。