Cosmetics packaging product marketing strategy

Pick to: with the rapid development of market economy, global competition is more and more fierce, cosmetics packaging product marketing is becoming more and more brought to the attention of the cosmetics company. This paper discusses the cosmetics packaging products innovation in marketing strategy, product packaging to provide some reference for our country cosmetics. Key words: cosmetics; Products; Packaging; Marketing; Strategy from the current situation of cosmetic industry development in China, although the packaging has become many enterprises approved a content, but overall, cosmetics packaging or lack of systemic, not form a unified embodiment of systemic strategy. A word, cosmetic packaging and product, price, packaging can be understood as a kind of adornment of cosmetics products, at the time of the cosmetics packaging should pay attention to some basic problems. First is the cosmetics packaging should pay much attention to riot and mouldproof and moistureproof, etc on the functional. Second, cosmetics packaging should also be integrated into the basic business information, such as commodity and functional, there are special instructions, etc. Finally, cosmetics packaging should be fully combined with product attributes and characteristics of packaging, packaging materials should be combined with the essential qualities of products. In addition, cosmetic packaging and cost price is also there is a greater relationship, first of all, the packing material cost and the design cost should be taken into account, the different packaging materials and specifications, and work will affect the cost of cosmetics. Second, the cost of production and logistics costs. Whether it is made by hand or machine production, all of these and the cost of cosmetics there is a direct relationship, but when the cosmetic packaging products, in the transportation process of the logistics cost is also considered. Second, cosmetics manufacturer packing and brand marketing is considered to be the symbol of the brand. However, if you want to make packaging cosmetics brand symbol, let consumer recognition and acceptance, and love and remember the brand, but this kind of situation is unlikely to happen in a short time. So, good cosmetics packaging needs a long-term experience, and is a process of continuous improvement. The highest level of marketing is not set up huge marketing network, USES the brand symbol, but the invisible marketing network building to the social public heart, put the product to the consumer in the heart. Can be seen from the cosmetics packaging the basic information of the cosmetic products, but also for all consumers' individual emotional factors and, in turn, stimulate consumer, effectively improve cosmetics sales. Therefore, the concept of cosmetic products and selling points, as well as brand as well as the symbol of these elements should be reflected in the cosmetics packaging. packaging and brand marketing there is a connection, can be seen from these aspects are cosmetics packaging is embodied in many aspects of brand marketing, brand marketing ability can be seen from the cosmetics packaging enterprises. Three, pay attention to product research and development, improve enterprise brand innovation cosmetics brand marketing, this is a long-term and arduous task, in marketing related theory, product packaging is considered and the carrier of market to make effective communication is very important. For cosmetic industry, because the cosmetics is a very fashionable consumer goods, not only need to use more high quality materials for packaging, can have the effect of the promotion product value. Many cosmetics companies will set up a professional research institutions, mainly engaged in the study of cosmetic product packaging design, and the be fond of according to customer design different cosmetics packaging form. In view of the current our country cosmetics brand is the cause of the serious lack of international fame and influence, especially in terms of reputation and loyalty seriously insufficient, cosmetics enterprises in our country did not constitute a certain influence in the world. Chinese cosmetics enterprises should, therefore, in the aspect of brand design thinking more about enhancing internationalization, and establish the accurate market positioning, starting from the international development more angles to grasp opportunities, target consumers, to participate in the competition, the enterprise brand to the world. Four, cosmetics companies to build brand marketing strategy ( 1) Create a modern brand strategy awareness. Especially the enterprise leading personnel, more should set up the new modern brand marketing consciousness, the fierce market competition, how can survive? Only rely on the fist products. , then, how to enter the market, the need to create a brand. Because only created brand, for the product sales to advantage, enterprise also can truly own foothold in the market, and finally establish its good corporate image. ( 2) Enterprises should attach importance to brand establishment. Enterprises in the brand strategy, should put the cosmetics packaging design elements and the registered trademark as a brand to create the basic elements of custody. For cosmetics companies haven't trademark should be registered trademark as soon as possible, to have the brand of cosmetics company should further increase the registered product category, product trademark registered in several countries enterprises. Only when the enterprise have their own brand cosmetics, can really in an impregnable position in the intense market competition. ( 3) Enterprises have the strength to promote their brands. Creates the brand through the media publicity of your products, improve product visibility. Some of our enterprises in the financial strain, the first is to cut advertising, small advertising business because of the difficulties, but little advertising can make the management more difficult.
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