With the development of the commodity economy and the arrival of the information society, the gap in the quality of products and services caused by science and technology is gradually shrinking, and people's consumption is also changing from rational consumption to perceptual consumption, popular consumption, and personalized consumption. People buy goods. Not only for the purpose of use, but also to meet the needs of self-emotion. At this time, enterprises relying solely on a single commodity competition is no longer sufficient to ensure that they have an advantage in fierce market competition. Thus, since the 1950s, European, American and Japanese companies have introduced CI strategies and received good results. Corporate image (or brand image) has become the driving force for the survival and sustainable development of modern enterprises.
The so-called corporate image refers to people's feelings, impressions, and perceptions of the company as a whole through the direct or indirect contact with the products and services of the company. It is a comprehensive reflection of the status of the company. The CI strategy is a process of unifying and regulating the concept, behavior and visual image of a company, and externalizing the connotation of the enterprise into a recognizable corporate image through public relations, mass media and other channels, that is, the process of integrating and shaping the corporate image. It is based on the brand as the core, from the company's overall, all-round operation to establish a corporate brand image and enhance a company's awareness of a strategy, so the CI strategy is essentially a brand strategy.
The CI system generally includes three aspects: MI (idea recognition), BI (behavior identification), and VI (visual recognition). Among them, only the VI can fully express the recognition of the enterprise directly and can be understood by people at a glance. Information for the purposes of cognition, recognition, and memory. Thus VI is the most infectious and spreading part of the CI system. According to psychological research, people receive external "messages" daily, and those obtained through visual organs account for about 85% of all sensory organs (listen, taste, smell, touch, and view). More importantly, the information received by the visual organs has a high recall value in the people's memory. Therefore, through the design of visual symbols and the full use of the visual communication media system to vividly convey the company's unique spiritual concept, it is established. One of the most effective methods for corporate brand image.
Product packaging is such a way to make full use of visual communication media. Product packaging is a part of the product. It not only has the functions of protection, convenience, aesthetics, but also more importantly, it has the identification function and promotion function. It is accompanied by the whole process of product production, circulation and use. It has the characteristics of wide coverage and strong dissemination. Therefore, unifying product packaging image has become an important step for enterprises to implement CI strategy and integrate corporate image.
Our country is about to join the World Trade Organization (WTO). How Chinese companies deal with the challenges from major companies in the world is an urgent issue before us. The fierce competition in the market has made the era of corporate singles a thing of the past. In the last few years, the fifth wave of corporate restructuring has been set off worldwide, such as Mercedes-Benz and BMW, Boeing and McDonnell. Chinese enterprises can only take the road of scale and enterprise development to achieve effective allocation of limited social resources, so as to provide guarantees for the improvement of the overall operational level of the company. Therefore, it is necessary to unify the image of the packaging of each enterprise's products in order to adapt to the company's corporate development and establish a corporate image. Moreover, China's participation in W TO will be followed by foreign companies' products will compete with our products "in the same stage", and our product packaging image needs to be improved. According to the characteristics of the company and its products, the company's product packaging image planning is the first step in our work.
First, planning requirements 1. Uniform brand, unified image.
2. The company's outstanding personality and modern style reflect the high-tech and high-quality corporate connotation.
3. It adapts to the characteristics of the company's product structure and adapts to the needs of future product innovations.
4. Comply with the relevant regulations.
Second, planning steps 1. Research. Full investigation is the guarantee of successful planning. When planning the packaging image of an enterprise's products, it is firstly necessary to conduct extensive and in-depth investigations both inside and outside the company. The contents of the survey included the company's business philosophy, development goals, product structure, and the status quo of packaging; the survey targets include senior corporate leaders, marketing personnel, production management personnel, quality management personnel, product wholesalers, retailers, and product users.
2. Expert advice. The opinions from the packaging design experts can have a multiplier effect.
3. Proposal. On the basis of full investigation and research, propose a planning plan.
4. Demonstration program. Extensively collect opinions from various parties and conduct repeated arguments and revisions on the feasibility of the plan.
5. The program is OK. After the plan is finalized, the product packaging image design manual is completed and finished as a standard for product packaging design by the enterprise.
It is imperative for enterprises to unify the image of product packaging, but it should also be combined with the actual situation of the company's business objectives, marketing plans, etc., and it cannot be implemented across the board. If the existing product packaging has a high degree of recognition in the market, the new packaging needs to be carefully planned and a series of measures must be put in place. Otherwise, blindly changing the packaging will have an adverse effect on product sales. Therefore, enterprises should adopt a strategy of “grasping opportunities and gradually infiltrating†in unifying product packaging images.
The so-called corporate image refers to people's feelings, impressions, and perceptions of the company as a whole through the direct or indirect contact with the products and services of the company. It is a comprehensive reflection of the status of the company. The CI strategy is a process of unifying and regulating the concept, behavior and visual image of a company, and externalizing the connotation of the enterprise into a recognizable corporate image through public relations, mass media and other channels, that is, the process of integrating and shaping the corporate image. It is based on the brand as the core, from the company's overall, all-round operation to establish a corporate brand image and enhance a company's awareness of a strategy, so the CI strategy is essentially a brand strategy.
The CI system generally includes three aspects: MI (idea recognition), BI (behavior identification), and VI (visual recognition). Among them, only the VI can fully express the recognition of the enterprise directly and can be understood by people at a glance. Information for the purposes of cognition, recognition, and memory. Thus VI is the most infectious and spreading part of the CI system. According to psychological research, people receive external "messages" daily, and those obtained through visual organs account for about 85% of all sensory organs (listen, taste, smell, touch, and view). More importantly, the information received by the visual organs has a high recall value in the people's memory. Therefore, through the design of visual symbols and the full use of the visual communication media system to vividly convey the company's unique spiritual concept, it is established. One of the most effective methods for corporate brand image.
Product packaging is such a way to make full use of visual communication media. Product packaging is a part of the product. It not only has the functions of protection, convenience, aesthetics, but also more importantly, it has the identification function and promotion function. It is accompanied by the whole process of product production, circulation and use. It has the characteristics of wide coverage and strong dissemination. Therefore, unifying product packaging image has become an important step for enterprises to implement CI strategy and integrate corporate image.
Our country is about to join the World Trade Organization (WTO). How Chinese companies deal with the challenges from major companies in the world is an urgent issue before us. The fierce competition in the market has made the era of corporate singles a thing of the past. In the last few years, the fifth wave of corporate restructuring has been set off worldwide, such as Mercedes-Benz and BMW, Boeing and McDonnell. Chinese enterprises can only take the road of scale and enterprise development to achieve effective allocation of limited social resources, so as to provide guarantees for the improvement of the overall operational level of the company. Therefore, it is necessary to unify the image of the packaging of each enterprise's products in order to adapt to the company's corporate development and establish a corporate image. Moreover, China's participation in W TO will be followed by foreign companies' products will compete with our products "in the same stage", and our product packaging image needs to be improved. According to the characteristics of the company and its products, the company's product packaging image planning is the first step in our work.
First, planning requirements 1. Uniform brand, unified image.
2. The company's outstanding personality and modern style reflect the high-tech and high-quality corporate connotation.
3. It adapts to the characteristics of the company's product structure and adapts to the needs of future product innovations.
4. Comply with the relevant regulations.
Second, planning steps 1. Research. Full investigation is the guarantee of successful planning. When planning the packaging image of an enterprise's products, it is firstly necessary to conduct extensive and in-depth investigations both inside and outside the company. The contents of the survey included the company's business philosophy, development goals, product structure, and the status quo of packaging; the survey targets include senior corporate leaders, marketing personnel, production management personnel, quality management personnel, product wholesalers, retailers, and product users.
2. Expert advice. The opinions from the packaging design experts can have a multiplier effect.
3. Proposal. On the basis of full investigation and research, propose a planning plan.
4. Demonstration program. Extensively collect opinions from various parties and conduct repeated arguments and revisions on the feasibility of the plan.
5. The program is OK. After the plan is finalized, the product packaging image design manual is completed and finished as a standard for product packaging design by the enterprise.
It is imperative for enterprises to unify the image of product packaging, but it should also be combined with the actual situation of the company's business objectives, marketing plans, etc., and it cannot be implemented across the board. If the existing product packaging has a high degree of recognition in the market, the new packaging needs to be carefully planned and a series of measures must be put in place. Otherwise, blindly changing the packaging will have an adverse effect on product sales. Therefore, enterprises should adopt a strategy of “grasping opportunities and gradually infiltrating†in unifying product packaging images.