浅谈包装主题对销售的作用

分析包装主题在商品营销过程中对包装设计的重要性,从生产者、产品、消费者三个方面进行论证,根据三者在商品营销中所处的不同作用,对包装主题在各个方面产生的影响和结果进行探讨,总结包装主题的认定过程.     

论产品策略和价格策略与公众消费心理

“用兵之道,攻心为上。”在错综复杂的市场竞争中,“心战”不断被人们认识、研究和利用,近年来先后出现了关系营销。绿色营销、饱和营销、形象营销、网络营销、知识营销等多种营销方法和途径的论著,笔者认为从消费者购物心理出发,营销过程不外乎产品策略、价格策略、广告策略、促销策略四个方面,本文拟就产品策略和价格策略与消费者心理的内在联系分别作以阐述。 一、产品策略与消费者心理 消费者是企业的真正上帝,产品是消费者行为的客体,消费者需要的满足。动机的实现取决于有形的商品和无形的服务价值。针对消费者的欲求、满足消费者对产品期盼值,产品要注意自身的设计、品牌命名与外在包装。     

论企业营销渠道的冲突与管理

产品渠道策略是企业营销系统的重要组成部分,企业如何避免营销渠道的冲突,如何针对商品特点设计自己独具特色的销售渠道,如何利用销售渠道更好地从事产品分销,是当前企业营销工作的重点。     

论心理因素对包装设计的影响

包装设计在平面设计的领域中已经占据了非常重要的地位.一个成功的包装设计可以直接影响到消费者的购买欲.包装的第一印象会成为消费者在识别和选择商品时的重要依据.在包装设计中,不同的色彩、形体、造型使观者联想到视觉、触觉、味觉等感官刺激.因此,心理因素对包装设计有着重要的影响.     

浅谈网络营销——基于其对传统营销影响的视角

互联网的发展为市场营销的发展创造了契机,网络营销逐步发展起来。网络营销作为一种全新的营销方式。与传统营销方式相比具有一定的优势,是企业取得竞争优势的重要武器。本文主要探讨了网络营销对传统营销的产品策略、定价策略、分销渠道策略和促销策略的影响．并提出要把网络营销和传统营销整合起来以发挥各自的优势．更好地向消费者提供商品和服务。     

品牌包装色彩设计的应用

在竞争激烈的商品市场上,品牌化的商业活动给企业带来了巨大利润空间,要使商品具有明显区别于其他产品的视觉特征,更富有诱惑消费者的魅力,刺激和引导消费,以及增强人们对品牌的记忆,这都离不开色彩的设计与运用。因此品牌包装的色彩成为企业营销体系中不可忽视的一个环节,即国内外在包装设计领域的研究已经成为有了一个较为成熟的体系,本文立足品牌,对包装色彩的特点、地位、以及应用方面进行了一个较浅层面的探索。     

品牌形象及其对消费者自我概念的象征意义

在消费活动中,人们购买的不仅是商品本身,而且购买了商品对于消费者代表的符号、象征或者意义。其实,品牌形象是自我概念的映射。人们对品牌形象的认识是基于影响品牌形象的各种因素之上的,如品牌属性、名称、包装、价格、声誉等。品牌营销者应该从理解消费者自我概念着手,在产品的设计、宣传等环节制定科学的策略,提高产品的符号化价值。     

对“包装”营销功能的再认识

"包装"具有保护、美化商品,引导消费,促进销售等营销功能。过去我国因"包装不足",在国际竞争中处于不利的地位;改革开放以来,中国包装行业得到了长足的发展,基本改变了"一流产品,二流包装,三流价格"的局面;而包装业的发展出现了"过度包装"新问题。如何遏制"过度包装",应采取倡导"绿色消费"理念;建立包装循环利用机制;完善法律法规;加大对包装设计、技术投入等综合措施。     

“粒粒珍”湘莲品牌包装再设计应用研究

通过对"粒粒珍"湘莲品牌包装的再设计,树立品牌形象,体现产品的文化内涵,提升产品的消费价值和品质,给人以超凡脱俗之感,从而获得的消费群体的认可,影响人们的消费选择,并进一步吸引潜在的消费群体。对"粒粒珍"湘莲品牌包装再设计,不仅仅对品牌具有提升品牌价值的重要意义,也将促进探索具有特色的包装设计原理和有效的方法的研究。在"粒粒珍"湘莲品牌包装再设计过程中,传统文化艺术与现代科学技术相结合,用现代设计的表现形式传承品牌文化,凸显商品特性,提升品牌的价值,提升商品的知名度和在市场上的竞争力,最终达到促进品牌的可持续发展。     

心理价格de魔方——换个说法就有戏

在现代市场营销中,产品(或服务项目)、价格、销售渠道和公众关系(信誉度和美誉度)被认为是最主要的营销策略.在产品(或服务项目)、销售渠道和公众关系相对稳定的情况下,价格成了营销策略中最灵活、最重要,甚至关系营销成败的因素.当顾客确定了他所需要接受的商品或服务后,往往是价格决定了他的消费行为,而其它的促销手段都是次要的.     

卖出套期保值适用范围分析

如果交易者未来有买入或卖出现货商品的需求,但担心价格趋势对自己不利,则可通过在期货市场建立套期保值头寸的方式,将未来交易现货的价格锁定在目前较为满意的价格水平上,达到规避现货价格风险的目的。文章认为,采用套期保值策略规避现货价格风险具有严格的原则和依据,但目前部分教材和分析师撰写的研究报告,关于卖出套期保值策略适用情况的介绍存在一定的问题,可能造成参与者的错误决策,文章提出以上问题并进行分析探讨,以使参与者正确理解和选择套期保值策略。     

Salesmen and the transformation of selling in Britain and the US in the nineteenth and early twentieth centuries1

Was a ‘transformation of selling’ in the US between the 1880s and 1930 exceptional? Archives of three leading British consumer goods companies reveal that a comparable transformation in selling methods was effected through the changing role for salesmen. Unlike the explanation offered for the transformation in the US, developments in Britain cannot be explained by a structural model in which the dynamics are mass production, size, corporate structure, and strategy. Consumer theory based on product characteristics and consumer behaviour provides a superior explanation. The history of marketing by the British companies also justifies a challenge to the production‐driven interpretation of business development and corporate growth.     

产品替代性对烟草在线销售的影响

以烟草企业为背景,构建含有两个制造商,一个零售商的双渠道模型,运用Stackelberg博弈和纳什均衡分析不同渠道组合下博弈双方的均衡价格策略和利润情况,探究烟草制造商开拓网络销售渠道的必要性和优劣所在。结论表明:含有网络销售的双渠道结构对烟草制造商来说并不是最佳策略,产品之间的替代性对制造商开设网络渠道获取的利润以及我国控烟效果有重大的影响。     

中国消费者奢侈品消费特征及其营销特点研究

近年来,奢侈品在中国市场上开始活跃。但是中国市场对奢侈品的认识呈现出明显的中国特征。因此,文章首先对奢侈品的定义及特点进行深入剖析,以此为立足点来分析在市场上奢侈品的消费者购买特点,然后进一步探讨了企业应如何构建奢侈品消费的营销策略。     

浅谈依托网络数据库的荆州农产品购销

为促进荆州农业发展,提高荆州农产品的市场竞争力,可以通过建立网络数据库的模式来完成农产品购销,这样不仅将荆州本土农产品推出市场还丰富本市农产品市场,促进农民增收,丰富市民物质生活。     

当代大学生“自我营销”对策研究

当代大学生面临着严峻的就业形势，在毕业时如何把自己“推销”出去，找到适合自己的工作，这是摆在大学生面前一个很现实的问题。大学生作为社会的“特殊商品”，应从市场细分和定位、产品设计、定价、渠道和促销五个方面，研究和采取相应的营销对策。     

The Differential Impact of Accurate Product Cost Information in Imperfectly Competitive Markets: A Theoretical and Empirical Investigation*

Many researchers claim that costing systems that provide materially more accurate or precise cost reports have a strict value-enhancing effect on decisions (i.e., Cooper 1988, 1995; Cooper and Kaplan 1991; Christensen and Sharp 1994; Rogers. Comstock. and Pritz 1994; Swenson 1995; Gupta and King 1997). However, this study provides theoretical and empirical evidence that the value of more accurate cost information may be dependent upon the firm's competitive market structure, as well as the firm's product market strategy. We extend the theoretical work of Gal-Or 1986 to incorporate an endogenous imprecise cost signal in two imperfect market structures: Cournot competition and Bertrand competition with imperfectly substitutable products. In addition, we theoretically link market structure to product market strategy. To examine product market strategy, we employ a laboratory markets design that allows for strategic reaction by a rival firm in each of these markets, because the competitive position of a firm is determined by its capacity to produce at low cost, or to differentiate its product from other products (Porter 1985). Consistent with our theoretical work, we argue that firms that compete on the basis of cost leadership (which we demonstrate may be characterized as Cournot competition), benefit through increased profits from increased product cost accuracy, whereas firms that compete on the basis of product differentiation (which we demonstrate may be characterized as Benrand competition) do not benefit from such increased product cost accuracy. Our results are consistent with this contention. That is, profit is higher in the experimental cost leadership markets (operationalized as Cournot markets) when subjects know their true cost, while profit is higher in the experimental product differentiation markets (operationalized as Bertrand markets) when subjects receive uninformative cost reports and make their decisions based on expected costs. These results suggest that the value of more accurate cost reports may be dependent upon the firm's competitive market structure strategy and product market strategy.     

“4V”营销组合理论运用策略分析——基于奢侈品消费动机角度

当前,中国已成为世界奢侈品的重要市场,其市场前景和巨大发展潜力吸引着全球众多奢侈品厂商。文章基于奢侈品消费动机角度,结合相关案例,分析＂4V＂营销运用策略,同时为奢侈品生产企业拓展市场提供营销参考。     

从当代中国的消费特征看服装品牌的发展走势

中国现阶段正处于大历史背景下的社会转型期,此时的中国消费市场出现了一些显著的特征：炫耀性消费,盲目追随性消费和冲动性消费,并且这些消费特征有明显上升的趋势。面对这一现象,服装企业该如何在危机中寻找机遇？如何调整市场战略以适应眼下消费者的需求？本文认为：增强品牌意识,改变经营思路,拓宽营销渠道是转机的基础。我们说有＂危＂才有＂机＂,中国的服装产业应在消费市场变化的当下找出自己的发展道路。     

Farmers' Access to Markets: The Case of Cotton in Pakistan

Using a cross‐sectional primary dataset collected from a survey of 325 farmers in the seven highest cotton‐producing districts of Punjab Province of Pakistan, the present paper examines cotton farmers' market participation decisions, and the factors driving participation, as well as the impact of participation on net returns. Tobit and censored least absolute deviation models were used to estimate the participation of farmers in markets, and the Heckman two‐stage approach and the propensity score matching method were applied to analyze the impact of participation on net returns, taking into account potential selection bias. The empirical results revealed that households with more education, wealth, and better transport facilities are more likely to participate in the markets. As the distance to market increases, households prefer to sell at the farm gate rather than the market. The results also indicated that households that sell their goods at the market obtain higher net returns than those selling at the farm gate.