The key of brand strategy is to target consumers, penetrate different levels of brands into consumers' hearts, and position brand value, so as to realize the benefits from brand resources. The following is a paper on marketing and brand packaging strategy that I recommend to you. I hope you like it! On Marketing and Brand Packaging Strategy Paper 1

Analysis of Marketing Strategy and Brand Packaging Strategy

Abstract: In the new period, marketing and brand packaging strategy have been more and more widely used in enterprise development. In-depth investigation and research on marketing and brand packaging, and detailed analysis of the specific implementation strategies of marketing and brand packaging are conducive to guiding enterprises to develop better.

keywords: marketing; Brand packaging; Strategy

Chinese library classification number: F336 document identification code: A article number: 1111-828X(2114)19-111-11

With the continuous development of enterprises, marketing and brand packaging strategies are more and more widely used, which requires enterprises to actively explore and innovate marketing and brand packaging strategies to guide enterprises to develop better and improve their overall market competitiveness.

1. Analysis of marketing strategy

1. Improve product reputation and word of mouth, and pay attention to improving corporate image

With the rapid development of economy, there are more and more kinds of products, and the competition is becoming more and more fierce. Only products with good reputation and word of mouth can stand out in the fierce market competition, thus promoting the healthy and sustainable development of enterprises. The good image of an enterprise can enhance consumers' trust in the product, so that consumers can quickly think of this product among many similar products when buying such products, because consumers generally prefer products with good reputation and trust themselves, and finally buy this product, thereby increasing the sales volume of the product, creating a better development environment for the enterprise and improving the overall competitiveness of the enterprise. In other words, the competition of modern enterprises has gradually changed from quality competition in the past to brand, word of mouth and image competition now. Therefore, enterprises should actively improve product reputation and word of mouth, pay attention to improving corporate image, enhance the overall status of enterprises, and promote the healthy and long-term development of enterprises.

2. Establish a stable and good customer relationship

In traditional enterprise marketing, enterprises and consumers are a relatively single one-way communication mode, mainly through some advertisements to let consumers know about their products and enterprises, which seriously hinders the effective communication and exchange between enterprises and consumers, leaving consumers in a relatively passive position, and can only passively understand the product information conveyed by advertisements, which has great limitations, and enterprises can not understand the actual views on products from consumers. However, with the continuous development of modern information, only by effective communication and exchange with consumers can enterprises timely understand consumers' actual views on products and new demands for products. At present, enterprise consumers can use Weibo, WeChat, enterprise website, enterprise forum and other ways to communicate effectively, so that enterprises can know the latest needs of consumers at the first time and manufacture products that meet the needs of consumers; Consumers can also keep abreast of the latest trends and product introductions of enterprises, and convey their opinions and suggestions to enterprises in time. At present, many enterprises have established their own information platforms, established stable and good customer relationships, and attracted many new customers to join in, so that their consumer ranks have continued to grow and develop, greatly increasing the sales of enterprises and promoting their faster and better development.

second, analysis of brand packaging strategy

with the rapid development of economy, the influence of brands is growing, and people's attention is getting higher and higher. It can be said that the competition of enterprises now is the competition of brands. Only by managing their own brands well can they gain a place in the fierce market competition. As an external factor of corporate brand, brand packaging plays an increasingly important role. Especially with the continuous development of modern science and technology, the gap in quality and technology of enterprise products is getting smaller and smaller. Only by carrying out unique packaging on products can we effectively attract consumers' attention and desire to buy.

1. In-depth investigation of the market

Different brands have different consumer groups. Therefore, enterprises should be clear about the consumer groups that their brands will face, be familiar with the specific needs of this consumer group for products, and which part or function of the product they value most, so as to design products that meet these consumer groups purposefully and pertinently, and gradually form their own unique brands. In order to gain a firm foothold in the fierce market competition, enterprises should be familiar not only with the specific needs of consumer groups, but also with the situation of competitors. They should always pay attention to competitors' every move and actively analyze their strengths and weaknesses scientifically. Only by knowing ourselves and knowing ourselves can they formulate correct market competition strategies and give full play to their own advantages.

2. accurate brand positioning

accurate brand positioning is conducive to deepening consumers' understanding of product brands and making consumers think of this brand at the first time when buying this type of products. This requires enterprises to fully understand the characteristics of their own brands and summarize their unique brand personality, which can be conveyed to consumers at the first time. For example, Chanel conveyed to consumers at the first time a noble and sexy temperament; What Starbucks conveyed to consumers at the first time was a warm and pleasant feeling. It can be said that distinctive brand characteristics can make consumers know about this product in the shortest time, and recognize and accept this product. It's not enough to know the brand characteristics. Enterprises should also make clear the core value of their own brands, and then express the core value of their own brands vividly through various effective means, so as to improve consumers' understanding of the brand, deepen their memory of the brand and achieve the purpose of selling the product better.

3. Formulate packaging design principles and define packaging objectives

In order to achieve good brand packaging effect, we must adhere to the following principles: First, the principle of unity of visual image. A standardized and clear brand visual system is necessary for a successful brand packaging design. In this way, the brand image of the enterprise can be continuously strengthened, the brand image can be spread faster and more effectively, the impression of consumers on the brand can be deepened, and the purchase desire of consumers can be improved. The second is the principle of consistency of design style. The most fundamental sign that a brand is obviously different from another brand is the unique style design with consistency, and the brand packaging design with consistent style can make consumers have a unified, systematic and complete understanding of the corporate brand, and can identify the brand at a glance among many similar products with different styles, which is conducive to the spread of brand image. It should be noted that once a brand's design style is determined, it should not be changed easily, so as to deepen consumers' familiarity with the brand. The third is to strengthen the principle of personality image. Different brands have different packaging designs, and personalized packaging design can best reflect the brand's personality and is also the main starting point for enterprises to carry out marketing. With the advent of the information age, the packaging design of products is no longer a simple expression of words, pictures or a combination of the two, but a comprehensive and unique artistic design. Only by reflecting its own brand personality image in the design can it stand out from many commodities and attract consumers' attention. In the actual brand design, designers can make great efforts in different aspects such as product size, shape and color, and actively use photography, painting, calligraphy and other methods to carry out unique design, so as to integrate corporate philosophy and corporate culture into the brand image, form a unique corporate brand image, improve brand recognition, deepen consumers' impression of the brand and enhance their trust in the brand.

III. Conclusion

In short, the ultimate goal of modern enterprises to adopt marketing and brand packaging strategy is to obtain greater economic benefits, improve their overall market competitiveness and promote their healthy and sustainable development. Therefore, enterprises should actively explore and innovate marketing strategies and brand packaging strategies, constantly improve the market share and competitiveness of products, win the trust and favor of more consumers, and make enterprises develop by leaps and bounds.

reference:

[1] Li Qin. On marketing planning and brand packaging strategy [J]. Economic perspective (mid-term), 2111,11: 47-48.

[2] Li Dacheng. The unification of brand positioning and marketing strategy-the enlightenment of Haagen-Dazs [J]. Electronic World, 2112. 13: 159-161.

[3] Han Feng. Types of marketing strategies and their selection and application [J]. Chinese and foreign entrepreneurs, 1999,12: 56-57.

[4] Xue Qianlin. Research on the role of packaging in brand promotion [D]. China Academy of Art, 2112.