I: investigation time: 20 12.8.23

Second, research methods: online information inquiry and physical investigation.

Objective: To study the characteristics and development of liquor packaging.

Four: research content

(1) Introduction of Liquor Packaging

Liquor and packaging are two interactive industries in the development history of thousands of years. Liquor is a product, which becomes a commodity after packaging and enters the circulation field. Wine packaging is a silent "salesman", which will attract consumers and achieve the purpose of trading within half a second of consumers' contact with products. Therefore, in the crowded market, in order to facilitate image communication, we must pay attention to the design of wine packaging to achieve the effect of sprinting consumers' vision. Liquor packaging mainly refers to wine bottles and outer packaging boxes. The design of wine bottles directly affects people's impression of wine, but the packaging of most wines is brilliant in the design of outer packaging boxes. These packaging boxes have different shapes and materials, some are simple and elegant, some are noble and elegant, giving people different tastes.

(2) Packaging characteristics of some Chinese liquors:

1: Wuliangye

Wuliangye liquor is packed in red paper boxes with red hard corners and bottle caps.

The cover and crystal package are made of colored thermoplastic PVC, which is environmentally friendly.

Material, degradable.

2: Maotai

The bottle of Moutai is milky glass.

The color thread twisted off the anti-theft aluminum cover, with five white characters of "wine" on the top, no inner glass bottle at the bottle mouth, and a red tie-up "Kweichow Moutai" plug at the seal. "The whole bottle of wine is wrapped in high-quality square leather paper, and the color box is packed: the outer packaging color box is made of imported white paper and corrugated.

3: Jian Nanchun

The outer packing box of Jiannanchun adopts a brand-new disposable opening pull ring, which is irreparable and clean, completely eliminating the possibility of recycling by counterfeiters. Anti-counterfeiting label with texture in bottle. Randomly formed black stereoscopic fibers and randomly coded anti-counterfeiting serial numbers determine the uniqueness of offset printing of texture anti-counterfeiting labels and never repeat them.

4. Luzhou Qujiu

Sand pottery bottle (or jar)

Before liberation, it was the main container of wine in LU ZHOU LAO JIAO CO.,LTD Co., Ltd..

In ancient times, it was called "lifting wine", and purple sand pottery wine cans were hung at both ends of the porter's pole. I have always thought that the teapot is one of the wine containers with deep cultural heritage. Based on the excavation of ancient wine culture, LU ZHOU LAO JIAO CO.,LTD Winery introduced LU ZHOU LAO JIAO CO.,LTD Zisha pottery bottle special song in 1980s, which should be the "forerunner" of various Zisha pottery bottles in the future.

(3) Overpackaging of liquor:

In the market research of liquor packaging, excessive packaging of liquor has become a major public hazard, which does not conform to the concept of circular economy, and is also contrary to the energy-saving and low-carbon advocated by the state. With the upgrading of consumption level, liquor packaging has been paid more and more attention by enterprises, and it has evolved into luxury packaging. This luxury packaging uses a wide range of materials, including paper, plastic, metal, glass, ceramics, wood, crystal and composite materials. In order to prevent the product from being damaged, many packages are also mixed with a large number of cushioning materials and fillers, such as foam, sponge, shredded paper and so on. Over-packaging not only wastes scarce resources, but also produces a huge amount of domestic garbage, and the transportation and storage costs of recycling are high.

(4) Plastic soft packaging printed bagged liquor has the following characteristics:

1. Selection of outer material. Selection of internal materials. Compatibility and automatic packaging adaptability.

A. strong barrier and good fragrance retention effect. B. It is easy to carry, not easy to break, and even tougher than plastic bottles. C. low cost. D. beautiful appearance.

(5) The significance of wine packaging classification.

It is appropriate to classify packaging into four grades: gift, high, medium and low. It not only has its own characteristics, but also unifies with the quality of wine, which helps consumers to make a clear choice, and also helps manufacturers and sales agents to determine the sales area, location and sales target. It is a suicidal brand behavior to follow the "market wind" and "hype wind" and forget the identity, environment and sales target, and blindly pursue grandeur and follow the crowd. The consequences should not be underestimated.

V: Research results

1. Packaging form of wine

First, the traditional box packaging. Most packages consider guiding stacking, or choose block outsourcing on the outer packaging. Therefore, the bulk packaging we see in the terminal market has become the mainstream of the market;

Secondly, drum packaging has gradually become a trend. Tong Yuan packaging has a strong sense of integrity, generous and convenient for consumers to carry. In addition, consumers in China attach great importance to winning the favor of packaging. Therefore, barreling just meets the idea of China consumers' pursuit of perfection. Therefore, barreling is also an attractive appearance for consumers. When Kang Wang Cordyceps sinensis wine was creative and practical, we fully adopted the barrel design, and at the same time, combined with imitation leather, it presented antique leather packaging, which was precious and outstanding.

Third, diamond packaging. Diamond packaging is actually a general term for regular polygons. In order to create product differentiation, many enterprises choose diamond-shaped appearance packaging in new product development, highlighting product individuality and differences.

Fourth, special-shaped appearance packaging. Special-shaped appearance packaging is a kind of local asymmetric packaging design adopted by enterprises in order to show the brand positioning of products. This packaging appearance has played a very good role in creating the consistency between products and brand values. For example, our innovative secret vintage wine with sinking vat adopts "tulou" as the top packaging shape of the product, which better conveys the brand concept of Fujian-style yellow wine concept.

Fifth, top packaging. At present, the most extensive packaging form in liquor enterprises is mainly used by Wuliangye liquor enterprises. Wuliangye makes the top packaging a building, which has become an important part of its corporate culture;

Sixth, cubic packaging. High-grade liquor prefers this kind of packaging, with distinct water chestnuts and full of domineering;

2. White wine bottle design features:

At present, the main types of white wine bottles are: rectangular, flat, triangular, square, hexagonal, octagonal, slender, antique cylinder and so on. Rectangular bottles are still the main type on the market. The development trend gradually develops to flat type, animal type and humanoid type.

3. The characteristics of liquor bottle cap design:

Liquor bottle caps can be divided into tin caps, plastic caps, luxurious golden aluminum caps and glass caps. In the market, the middle and low-grade products are mainly tinplate and plastic cover, and the high-grade products are mainly luxurious golden aluminum cover. At present, there have been bottle caps with music, which allow consumers to listen to music and taste wine. There are also new anti-counterfeiting bottle caps, which are displayed on color screens.

4. The shape and material design characteristics of liquor outer box:

The materials of the outer box generally include ordinary cardboard, white paper, coated paper, the gold card paper, frosted the gold card paper, etc. The middle and low-grade products in the market are mainly white paper and coated paper, and the outer box of high-grade liquor is made of the gold card paper and frosted with the gold card paper. In order to compete for the market, the outer boxes of mid-range products are also made of the gold card paper.

5. The characteristics of liquor carton packaging:

Outer box packaging can be divided into: ordinary cardboard boxes, white cardboard color boxes, portable schoolbag boxes, middle and low-grade liquor boxes developed to color boxes, and high-grade product boxes developed to portable schoolbag types in the market, which are convenient to carry and can be used as gifts.

6. The characteristics of bottle transparency:

White wine bottles can be divided into transparent bottles, opaque bottles and fuzzy bottles according to their transparency. The market is dominated by transparent bottles, which tend to develop into fuzzy bottles, giving people a hazy aesthetic feeling.

7. At present, there are some limitations in domestic liquor packaging design:

First, the use of hue is basically fixed in a limited range such as red, yellow, gold, blue and white, which is basically determined by consumption consciousness, that is, consumer groups only agree with this color system.

Secondly, there is a lack of innovation in box types, mainly a limited number of box types, such as shaking lid boxes, lid boxes, multilateral boxes, book boxes and so on.

Cover box, polygon box, book box

Once the product is innovated in packaging modeling, the expressed product attributes can be seen at a glance, and consumers will have consumption impulses.

Summary: The modeling of wine bottles and the design of packaging boxes have both the pursuit of grandeur and the elegant and concise writing. Not all good wines and high-grade wines should be packaged in gold and jade, unless they are gorgeous, they will not reflect their noble origins. Maotai and ghost wine can be described as high-grade, without Zhu Cui. Although simplicity is not the only standard of beauty, the packaging of wine is a commodity, a pure work of art, a cultural connotation and a carrier of art. The packaging and decoration of wine is the window of the economic era, which should have a distinct sense of the times and the market, and have the cultural taste of modern people.

Model essay on liquor research report 2:

I was impressed by talking with some dealers in this survey, and they put forward many suggestions, such as making image stores, authorized stores, setting up counters and other promotional methods. It is suggested to concentrate on the existing brands and not blindly develop them. It is also mentioned that some of our state-owned enterprises are suffering from the same disease. Such as: conservative, lack of innovation, management needs to be improved, internal friction within the group and so on. Very pertinent! But many problems need to be solved step by step, but it is impossible to get immediate results! The market waits for no one, so we should make a decisive decision in marketing, seize business opportunities and take the initiative to attack. Wait! Is to wait for death! Fighting is vital! The following is a detailed introduction of this survey:

Part I: Market overview.

Yangquan City is the third largest city in Shanxi, the political, economic, educational and cultural center in the east of Shanxi Province, and an important part of China energy and heavy chemical industry base. It has jurisdiction over three municipal districts of city, suburb and mine, and two counties of Yuxian and Pingding. Total population of the city 1374200. Among them, the urban population is 846,700 and the rural population is 527,600. The urbanization rate of the whole city is 6 1.6 1%. In 20 12, the city's GDP was 60.2 billion yuan.

Changzhi now governs 10 counties, 2 districts and 1 county-level cities: Changzhi County, Zhangzi County, Tunliu County, Huguan County, Licheng County, Pingshun County, Xiangyuan County, Wuxiang County, Qinxian County, Qinyuan County, Urban Area, Suburb and Lucheng City. The population is 3.334 million. 20 12 years, the city's GDP132.8 billion yuan.

Jincheng is one of the core cities of Central Plains Economic Zone 13. Jincheng has six counties (cities, districts) under its jurisdiction, namely, downtown, Zezhou, Gaoping, Yangcheng, Lingchuan and Qinshui, with a total area of 9,490 square kilometers and a population of 22,795,438+0,000. 20 12 years, the city's GDP10110.6 billion yuan.

Part II: Analysis of the present situation of liquor industry in the three places.

From April 26th to 30th, Wang Weizhong, the factory director, led a group of six of us to conduct market research in Yangquan, Changzhi and Jincheng. Through the investigation of terminal channels and consumers in the three places, and the collaborative visits of local business personnel to key dealers, hotels, supermarkets and cigarette hotels, we have the following information:

First, the degree of preference

The preference of local consumer groups is mainly between 42 and 53 degrees.

Second, the market environment analysis

1. The overall economic growth rate of China has slowed down, and the overall economic environment is not optimistic.

2. The implementation of various policies on food, especially liquor, objectively slowed down the growth of liquor market.

3. The situation that the overall supply of liquor exceeds demand has been formed, and it is getting worse.

4. The stocks of wineries and distributors at all levels are very large, but the output of liquor is still on the rise.

5. The marketing method of the sales terminal is single, outdated and lack of innovation.

Summary: Based on the above reasons, the competition in liquor market is unprecedentedly fierce, but it has not effectively stimulated consumption, resulting in a vicious circle of marketing difficulties, product backlog, capital backlog and risk accumulation.

Third, the analysis of the competitive situation

1. Distribution of consumption interval: low-grade liquor 25~45 yuan; Mid-range liquor 46~80 yuan; High-grade liquor is above 8 1 yuan. Our products are mainly low-grade liquor and a small amount of medium-grade liquor.

2. Main competitors: Fenyang Wang, Betega, Xinghuachun, Laogen Liquor, etc. The main competition lies in low-grade liquor.

3. Advantages: I have been operating in the local area for many years and have relatively perfect marketing channels; Establish local stores to pave the way for product structure adjustment.

4. Disadvantages: On the premise that the retail price is basically the same as that of competitors, the product cost of our factory is relatively high, which leads to weak marketing efforts and is not conducive to the expansion of sales terminals; Lack of innovation in promotion means; There are too few salespeople to grasp the market situation in time and adjust accordingly.

Fourth, 4P analysis of China's local marketing situation.

1. product. The main product sold by our factory is low-grade wine. At present, the competition in this range is unprecedentedly fierce, various new products are constantly put into the market, and various promotion methods are constantly introduced, but the profit in this price range is shrinking.

2. Channels. Our current sales channels are mainly small and medium-sized hotels, tobacco and alcohol supermarkets and so on. At the same time, we have established a store in Yangquan area.

3. price. The price of our products is slightly higher than that of similar local products, but it is still at the same level.

4. promotion. Concessions and concessions are the main methods.

Part III: Suggestions.

1. In view of the fact that our products have no cost advantage over the homogenized products in the market, if we continue to focus most of our energy on low-grade liquor, it will only worsen the sales situation. We should consider adjusting the product structure, bringing forth the old and bringing forth the new in time, actively moving closer to the mid-range liquor market, leaving more profit space and operating space for enterprises, and making detailed long-term marketing plans for this purpose, but we should also do a good job in research and not blindly develop. It is worth mentioning that the mid-range liquor market has just started and has great potential.

2. We should devote ourselves to exploring new marketing channels and transforming the old ones, such as the exclusive store system, which can be used as a breakthrough in product transformation. At the same time, we should pay more attention to the rural market and fully tap its potential.

3. Resolutely do not fight the price war.

4. Increase sales promotion, constantly innovate sales promotion methods, attract consumers and stimulate product sales.

5. Strengthen customer maintenance. The strength of dealers in Changzhi market and Jincheng market is very good. The problem is that they are distracted and represent many products. We should strengthen customer maintenance, arouse their enthusiasm and encourage dealers to occupy a larger market share, which is profitable and mutually beneficial with our manufacturers.

Part IV: Summary.

Through this survey, we have a personal experience of the intensity of market competition. As the saying goes, shopping malls are like battlefields. In this battlefield without smoke, it is really difficult for us to have a place in the market today. The comrades in the sales department have made great contributions, which is not easy!

Our understanding of the sales market is still superficial, and the problems we talk about and the ideas to solve them can only be used as a reference. Throw a brick to attract jade! Maybe some of our ideas and suggestions will inspire your working ideas and help our factory to sell in the future!

Model essay on liquor research report 3:

Suggestions on the Development of Lingxi Liquor

(1) Cultivate and build the liquor sector. With the good reputation of celebrities, it has won the trust of consumers in the northwest of Lingling, and the market space for further exploration is limited. As a new industry in the development strategy of Lingxi liquor, the northwest liquor market of Lingxi has great development potential, huge space, outstanding location advantages and superior development environment. The liquor industry adjacent to Russia and Mongolia has a broad development space. The sales of liquor in the Far East alone reached 64,000 kiloliters, and the liquor exported to Russia through ports in 20 12 was only 64.67 kiloliters. Therefore, it is necessary to make full use of the advantages of regional policy and location, open Lingxi liquor production base to the international market and radiate to the mainland market, incorporate it into the company's development plan, break the boundaries, clarify the objectives, strengthen measures, and make overall plans, and truly take the cultivation of liquor plate as the growth point of the company's accelerated development.

(2) Innovative sales model. Innovate the system, improve the mechanism, and give relatively independent management functions in terms of policy authority, sales methods and new product development. And set up a high-quality sales team, recruit professional sales staff, formulate effective sales plans, and accelerate the reversal of the shrinking market share of Lingxi liquor industry. Create conditions for liquor departments to develop sales and seize the market.

(3) Strengthen market development. It is necessary to increase 2-3 exclusive agents and stores in the whole area, reduce the prices of products entering the store and make reasonable adjustments.

Control the profits of agents and distributors. ; Expand the number of business outlets, enhance brand awareness and strive to achieve full market coverage. Increase market investment, from brand pull, channel promotion, consumer promotion and other different levels of all-round investment, establish a regional strong brand. It is necessary to do a good job of promotion according to different markets, increase the thrust of catering, retail and group buying channels, and make products sell quickly.

(4) Adjust product positioning in time. It is necessary to systematically plan the actual needs of the current liquor market, meet the diversified needs of different people, different markets and different levels, and strive to develop and brew safe, green and healthy good wine that ordinary people can afford. Increase the development of all grades of liquor, enrich liquor varieties, appropriately reduce liquor prices, create brand effects, and improve the market competitiveness of products. In particular, it is necessary to improve the understanding of the importance of developing the middle and low-grade liquor market, sample the demand, continuously enrich the varieties of middle and low-grade liquor, improve the quality of low-grade liquor and seize the market share of low-grade liquor. At the same time, the northwest of Lingxi is not only a famous port city, but also a famous tourist city in China. 20 12 received 6.054 million domestic and foreign tourists. In view of this crowd, we will develop a series of products that meet the different characteristics of exports and mainland tourists, laying the foundation for Lingxi Company's liquor products to face two markets and go international.

(5) Dig deep into the cultural background. Lingxi series liquor has typical local characteristics and strong border town cultural elements, and has dual attributes of material and spiritual products. It is necessary to integrate the cultural heritage displayed in Lingxi wine series with the unique and sustainable historical and cultural heritage of Lingxi northwest, the rich and heavy cultural resources such as the national civilization of the grassland for thousands of years and the history of Northwest China for hundreds of years, and explore the brand culture of Lingxi wine.

Han. In the packaging of alcoholic products, the design of patterns should reflect cultural elements; In terms of promotion, we should make small souvenirs with strong regional characteristics and cultural connotations, which not only enhances the popularity and reputation of liquor, but also spreads local culture, and the two complement each other.

(6) Strengthen product promotion. Increase publicity investment, use TV media advertisements, outdoor advertisements, public service advertising sponsorship activities, hot speculation and other forms to spread the brand concept and brand value of Lingxi series liquor to consumers from different angles, so that the public can feel the brand building process. Enrich the means of promotion and launch various promotional activities according to the changes in the consumer market. Promote Lingxi liquor series in large-scale activities in the whole region, such as science and technology exhibitions, ice and snow festivals, investment projects, etc. , improve its popularity.

(seven) standardize the market operating environment. Strict quality supervision, crack down on counterfeiting. Adhere to the quality from the source, strengthen the product inspection of liquor enterprises, especially strengthen the quality and safety inspection of local small wineries and imported loose wine products, and increase the post-treatment of unqualified products to prevent product quality problems and safety problems. At the same time, it is necessary to establish a liquor quality evaluation system and publish the test results regularly to create a safe, healthy and orderly market-oriented environment for the development of liquor industry. Lingxi Liquor Industry will reverse the loss-making situation as soon as possible, become an important engine to enhance the vitality and motivation of Lingxi Northwest, and gradually cultivate into a liquor production and processing base facing Russia, Mongolia and radiating the mainland market.

Articles related to the model essay of liquor research report:

★ Model essay on liquor research report

★ Template of liquor market research report

★ 3 samples of liquor market survey report

★ Model essay on liquor research report

★ 3 samples of liquor market report

★ Investigation Report on Liquor Market

★ Model essay on market research report