糖果市场营销的第5P

<正> 市场营销经典的4P 理论认为企业营销的成功必须要在产品(product)、价格(price)、渠道(place)、促销(promotion)四个层面上做足文章。在糖果产品丰富并且同质化的今天,什么更能吸引消费者?什么更能打动消费者?什么更能改变消费者?著名的市场心理专家路易斯.切斯金通过一系列的实验证明:人们在购买商品的过程中,视觉形象会影响人们的味觉、触

The 5th "P" in Candy Products Marketing

Mr.Gui,the founder of SANSONG PLAN AND DESIGN Organization,based on his ten years rich experiences in FMCG field,has elaborated his original view about Chinese candy market of the present situation. This article has deeply analyzed the package design over the strategy of marketing.Usually,there are 4Ps for market promotion,product,price, place and promotion,but package is the 5~(th) "P" in candy products marketing. Meanwhile,he also analysed and pointed out the development tendency of Chinese candy package.And finally,in view of the wedding candy package industry,Mr.Gui analysed the present situation and explained his idea on the point of view that the relation between the sale of wedding candy and its package and the candy brand building. In detail,wedding candy is a kind special product for wedding celebration in China.With the market thriving,more multinationals begin to participate in the competition.The real marketing point of wedding candy is the attractive package,by which the rejoicing atmosphere can be expressed from the candy products.However,consumers usually love the new and loathe the old,the sale volume drops if the package styles can not renew often.How can we solve this problem? The author proposed three suggestions.Firstly,the wedding candy packages should be worthy collecting or can be utilized further.For instance,some packs can be used as purses.Secondly, fashion is an important factor that the manufactures should pay more attention to.The fashionable packing styles could easily catch young people's eyes,such as the drawing painting,which is a prevalent pattern in recent years.Thirdly,as a kind of changeable product,brandization becomes very necessary.That means forming the unique style based on the deep cultural analysis.