First, based on marketing culture, enterprises will form value alliance and brand identity.
Marketing is the customer's thinking, and marketing culture is a sharp weapon of market competition based on the customer's thinking, corporate culture, brand as the carrier and market as the goal. For a long time, packaging and printing enterprises often pay attention to downstream customers such as food, medicine, washing cosmetics and other production enterprises, and do not directly face the end consumers in marketing, thus diluting consumers' thinking. Packaging and printing products seem to be a special industrial product because of their high value, professional technical performance and direct facing to consumers. However, as a kind of commodity packaging with exquisite design, unique creativity, improving product quality and attracting consumers' attention, it plays a marketing role. Therefore, packaging and printing enterprises should pay more attention to consumers' thinking. In the design of commodity packaging patterns and colors, we should be creative and brand-oriented; Pay special attention to communication and cooperation with upstream and downstream customers to form value alliance and brand identity; Select materials scientifically and economically according to the technical requirements of commodities for packaging; According to the age level and consumption psychology of the target consumer group, the packaging design is carried out to determine the brand logo and brand color of the product. The strategic alliance of upstream and downstream enterprises must take value as the link, culture as the basis, brand as the carrier, market as the goal, consumers as the core, brand integration and win-win development as the principle, realize the strategic cooperation of enterprises, put an end to the phenomena of shoddy packaging materials, unprofessional packaging design, disapproval of target consumers and ineffective commodity sales, and safeguard the normal market economic order and consumer rights and interests. It should be pointed out that upstream and downstream enterprises should actively promote the integration of each other's cultures in order to form a value alliance and brand identity; We should cherish brand resources and be good at developing brands with the help of well-known brands; Corporate brands can be independent or interdependent; Brand logo and brand color should be unique and stand the test of time. Packaging and printing enterprises should absorb various cultures, such as food culture, medicine culture, wine culture, tea culture, etc. According to the brand image of goods, packaging design is carried out for target consumer groups.
Second, abandon the traditional sales model and implement all-staff marketing.
After the implementation of market economy in China, especially after the market is in a state of relative surplus of products, the business concept of enterprises has gradually changed from production concept, product concept and promotion concept to marketing and social marketing concept. However, due to the brand of planned economy system, some enterprises still follow the concept of promotion and even products, that is, they overemphasize product functions, ignore market research and don't understand customer needs, so that the supply of products exceeds demand, and enterprises have to pay attention to promotion, which leads to fierce market competition. For a long time, this has formed a situation of relying on experience, understanding and salespeople to fight alone. Packaging and printing enterprises are no exception, because they don't pay attention to the market demand, don't subdivide the market, and don't rely on technological innovation to adjust the product structure. They rush headlong into the herd and compete viciously in the second and third line product markets. In particular, the sales model still follows the traditional regional system, and a salesperson is responsible for the product design, performance, quality, price, use and other services of all customers in the region. The result is obviously superficial and the effect is not good. In today's multi-level and all-round competition of market economy. The traditional stand-alone and regional sales model has been far from meeting the needs of customers. What customers need is professional, thoughtful and all-round service. Packaging and printing enterprises should change contact service into face-to-face contact service and implement all-staff marketing.
That is to tear down the wall around the enterprise and let all departments directly serve the market. All employees should establish market awareness and the idea of service marketing, and all departments should work around the market to realize business process reengineering with market chain as the link, thus improving the market competitiveness of enterprises.
Third, constantly subdivide the market and improve marketing management. Looking at domestic packaging and printing enterprises, the scale gap is too large, the core technology is not prominent, the technological innovation ability is insufficient, and the product homogeneity is serious. The second-and third-tier product markets such as instant noodles, washing powder and milk powder packaging are filled with smoke and fierce price competition; Among the high-end products such as high-temperature cooking packaging and functional packaging, only enterprises in the coastal areas of East China are involved. Not subdividing the market, not relying on technology to upgrade products, and not differentiated management are common problems of enterprises in the central and western regions. It is better to find blind spots than to catch hot spots. Enterprises must conduct market segmentation through market research to find out the potential needs and ideas. Make up for blind spots. Packaging and printing enterprises should constantly subdivide the market and identify the market blind spots in order to win by surprise. For example, in view of the blind spot of using cast polypropylene instead of PE film in the heat sealing layer of high-temperature cooking packaging, a company developed high-temperature cooking PE film, which reduced the packaging cost of downstream customers such as meat production enterprises and achieved success. In view of the phenomenon that PE membrane is easy to absorb powdered products such as milk powder during bag making and filling, which leads to poor sealing of 13, the anti-static PE membrane developed has solved the problem that has puzzled customers for a long time, thus gaining the recognition of customers. In view of the phenomenon that liquid packaging bags are easy to be damaged, a certain proportion of EVA and mPE is added when PE film is blown to improve the puncture resistance and heat sealing strength of the packaging bags. According to the requirements of anti-ultraviolet drugs, the packaging materials of anti-ultraviolet drugs were developed. Only by making up the market blind spots can we get out of the vicious circle of product differentiation competition. As developed countries begin to restrict soft plastic packaging in different forms, domestic packaging and printing enterprises should be aware of it, strengthen technological innovation, develop and use degradable, recyclable, economical and environmentally friendly packaging materials and technologies, and promote the industrialization of green packaging.
Because the packaging bag is in direct contact with food, medicine, washing cosmetics and so on. The product quality and site management of packaging and printing enterprises are particularly important. Especially for the packaging of export commodities, it is urgent to bypass the relevant technical barriers and obtain the certification of quality, environmental protection and aseptic hygiene (market green card). Obtaining certification is also the need of marketing safety. For example, a company stuck a fly when blowing PE film, which was later found in milk powder packaging and pushed to the dock by customers. Marketing management should attach importance to marketing safety and correctly use the double-edged sword of price war. It is necessary to continuously develop high-end products and lead the development direction of the industry. Only by making the mid-range products bigger and stronger can we get rich economic benefits. Fighting price wars with low-end products will eliminate the weak and consolidate the leading position in the industry. Four. Enterprise strategic management From the perspective of marketing, enterprise strategic management includes: market positioning, market segmentation, brand strategy, communication and publicity, corporate culture strategy, etc. Trout, the world's top marketing strategist and positioning theory master, famously said that if an enterprise and its brand lack unique market positioning, just like a house without property rights, it will have a far-reaching impact on the enterprise. It puts forward that any enterprise or brand must occupy a unique position in the eyes of target customers, form a value different from competitors, and maintain its own business focus. The present situation of domestic packaging and printing enterprises is: the market positioning of enterprises and products is vague, the brand awareness is not strong or the brand image is vague; Corporate culture lacks connotation, affinity, cohesion and appeal; The marketing concept lags behind, and the customer-centered consciousness is not strong; Do not pay attention to technological innovation, product homogeneity is serious: the competition between enterprises is low-level price competition, and there has been a vicious competition situation in which you sing and I come on stage.
Packaging and printing enterprises should focus on giving full play to their comparative advantages according to their own core technologies and make correct market positioning for enterprises. If it is positioned as a packaging design and manufacturing enterprise and a multi-functional packaging material development enterprise, it is not always positioned as a packaging printing factory or a packaging material company, and its positioning should stand the test of enterprise development.
Corporate culture is also productivity. According to their own characteristics, packaging and printing enterprises should take honesty and win-win as the core, reshape corporate culture, make it represent entrepreneurial spirit and always walk in the forefront of the times.
It is necessary to learn advanced cultural concepts, establish a distinctive, mature and rational corporate image, constantly enrich cultural connotations, and enhance brand awareness and reputation. Modern market economy is an experience economy, and industries without brands cannot win in the international market competition. In today's borderless market, the integration within the industry is the general trend. Domestic packaging and printing enterprises should take the road of competition and even alliance, form the unity of value alliance and brand, take the road of scale economy like Haier, and move forward to international large enterprises and multinational group companies. Instead of engaging in civil war, it not only harms the interests of the industry, but also obliterates the technological innovation ability of enterprises. When economic development enters the era of brand management, we should actively respond to brand competition. Because there is only orderly brand competition. In order to enhance the overall strength of the industry, the flexible packaging industry can develop continuously, rapidly and healthily.