"Culture Card" and "Packaging Culture"
2018-04-23 08:00:45
In the days when brand-name creation and cultural undertakings have gradually entered the market, there has been a commendable trend in competition among enterprises. Companies are bidding for "cultural cards." In the fierce competition between commercial warfare and famous brands, modern enterprises pay more and more attention to the design of their own images, and the shaping of enterprises and product images relies on the complex and effective means of packaging culture.
Economists say: In a society where there is a lack of material resources, enterprises face product competition; in a society where material is gradually enriched, enterprises face quality competition; in a society where the level of technology is widely improved and the quality of products is almost the same, the enterprises face It is image competition. In today's market economy, where the rapid development of the economy and the intense competition for brand names, Chinese companies and entrepreneurs are faced with an era of image competition.
Companies competing for "cultural card"
In the days when brand-name creation and cultural undertakings have gradually entered the market, there has been a commendable trend in the competition among enterprises. Companies are bidding for “cultural cardsâ€.
1 î€ Product Development: Giving Play to Strong and Unique Cultural Advantages A commodity with rich cultural content and unique design will often be put down. Many entrepreneurs know this very well. They develop their products with creativity, exert their strong unique local cultural advantages, and enable a group of culturally rich commodities to quickly open up their markets. In recent years, entrepreneurs have skillfully used the cultural and psychological effects of people in product development, and have created a pair of "culture cards." The Longhu Mountain in Guixi County, Jiangxi Province is a sacred site for Taoism in China. The entrepreneurs of the county used the local Taoist culture to develop unique flavor dishes. They soon sold well in China and attracted foreign investors. The famous Ming Dynasty entrepreneur Tang Xianzu’s hometown Linchuan was named after Tang Xianzu’s famous “Peony Pavilion†and developed and produced the “Peony Pavilion†brand paper fan. With the help of a celebrity, the “hometown of talented people†was born. I do not know how many people attracted the favor. Known as the “General County,†Xingguo County uses the cultural advantages of the Soviet Area to develop and produce more than 20 kinds of Red Army buckets with the cultural characteristics of the Soviet Union in recent years. It has become a popular product in the domestic market and has been exported to Hong Kong, Macao and overseas. market. In addition, such as "Yu Yu Daqu", "An Shi Cai Terrier" and so on. Another example is Linyi, Shandong. In the history, Wang Xizhi, a great calligrapher known as the “book saint,†has been famous in the calligraphy of the Lanting Preface. The entrepreneurs of the Linfen Distillery astutely saw that the book had a relationship with wine, so they decided to “magnify†their own characteristics and developed a superior quality white liquor, “Liquor of wineâ€. In order to further improve the "cultural content" of the wine, the factory poured Wang Xizhi's famous "Lanting Prelude" in the dark blue wine bottle bottom. In addition, all the places where the pen and ink paintings are applied are reserved, resembling the original tracks. When the person raises the bottle to the glass, tasting is rewarding and the taste is spontaneous. Once the product was launched, it was immediately welcomed by the majority of customers, which not only improved the quality of the product, but also won considerable profits for the company.
Coincidentally. Shaoxing, Zhejiang's Shaoxing Brewery has created unique brand-name effects in order to make Shaoxing mingled with old wine. The factory quoted the term “Xianheng Hotel†in Lu Xun’s “The True Story of Ah Q†and developed the Xianheng brand Shaoxing wine. He also associated Mr. Lu Xun's pens and lakes, black felt hats, Wu Peng boats, Ma Zi bridges, and Shiqiao Fibre Road with the "Xiang Heng" brand Shaoxing wine. Since the advent of this wine, it has become a must-buy souvenir for tourists in Shaoxing with its “cultural content†and its popularity in the domestic and overseas markets.
2. Marketing: Making full use of cultural charm With the increasing commercial warfare, some forward-thinking entrepreneurs have introduced marketing methods based on culture.
In order to further expand its influence in the business community, Zhengzhou Asia Shopping Mall, which is located in the Central Plains, has invested RM million to launch the '94 Asian Music Week' campaign to improve the company’s cultural tastes. The rich cultural charm has enriched and developed the company's culture. At the same time, it has also laid a good foundation for increasing and expanding shopping mall sales.
Not only that, but the business people’s digging of cultural resources is also reflected in their unique eyes. The Zhulin Commercial City in Yancheng, Jiangsu Province, held the Children's Calligraphy and Painting Competition in Zhulin Business City in my heart during Children's Day. The competition attracted a large number of children and parents to come and expand the company's popularity. It also led to a substantial increase in sales of children's goods, and both social and economic benefits.
More freshly, Nanchang, Jiangxi Province opened a restaurant called “Red Army Hotelâ€. Its recipes introduced foods like red rice and pumpkin soup eaten by the Red Army that year. The interior decoration was modeled after the Soviet Union’s architectural pattern, and the big knife and basket were used. Brackets, etc. as accessories, service personnel will wear red uniforms style clothing. In the restaurant, Guzheng, Violin, etc. played a song for the guest during the period of the Soviet Revolution. In this situation, even if the guests tasted the food of the Red Army period, they were also influenced by revolutionary culture.
3 î€ Posters: Pursuit of fresh and elegant culture In today's market economy, it is common for companies to promote their own image and products through various media. However, the "trick" that entrepreneurs place more value on today is to allow the media to reveal a fresh and elegant cultural atmosphere. The result has also given companies unexpected results. Some shops in Beijing pay much attention to the rather elegant statement decoration window to show the cultural taste. There is a beauty salon in Donghua Gate. It is an industry under the movie star Fang Shuming. The large glass window on the facade shows a line of eye-catching words “Enter me and create extraordinary you.†Pedestrians passing by in front of the door will inevitably be attracted to it and stop to gaze.
In the ancient city of Changsha, on both sides of the prosperous Wuyi Road, it is not hard to notice that in this street, there are seven or eight shop signs coming from the hands of young children. The ink that soaks the children's artistic spirit and childishness is flowing. In the eyes of the urban crowd, it seems to be more eye-catching. The first thing to do in this style is the Little Swan Hotel. At that time, it was very difficult for the signboard to ask anyone who wrote it. In the end, the merchant has uniquely asked for the inscription of a nine-year-old schoolboy named Chen Jun, who has won several awards at home and abroad. As a result, I did not expect an anti-"normal" sign to show up. It was quite able to change the tastes of urbanites, cater to people's curiosity, and greatly stimulated consumers' desire to purchase. Following the Little Swan Hotel, many shops have followed suit. A company’s public relations manager once told reporters: “We didn’t start with the idea of ​​looking for celebrity inscriptions. Our family’s pursuit is to create a consumer. Shopping malls are like home atmosphere. Besides, modern families are child-centered. We ask children to write signs to reveal the atmosphere of fresh and elegant calligraphy culture. This is a new trick for business competition.â€
"Products are rich in culture," and today's China, with the rapid development of the economy, the people's level of knowledge and cultural background, the "cultural card" will be higher than a wave, bringing more attention. The benefits will constitute a unique new landscape in the Eastern culture of the end of this century.
The "Packaging Culture" in Famous Brand Strategy
In the fierce competition between commercial warfare and famous brands, modern enterprises pay more and more attention to the design of their own images, and the shaping of enterprises and product images relies on the complex and effective means of packaging culture. Since its inauguration, Zhengzhou Asia Mall in Zhengzhou has placed great emphasis on the role of cultural packaging in brand-name creation and market competition. It has successively planned a series of activities such as the establishment of the “Asia Minor People’s Daily†and the memorial to the 27th Martyrs’ Memorial Tower to make “Asia Minor†In just over three years, it has become a well-known enterprise in Henan and even in the whole country, and has led to a series of national topics such as the “Asian Phenomenon†and the “Central China Business Warâ€.
Although the enterprises in Wuhan, Hubei Province, started late on consciously using cultural packaging, they have also made great efforts in this regard in recent years. Wuhan TV's “Weekend Entertainment Circle†launches a weekly comprehensive cultural program that is jointly sponsored by enterprises and displays corporate culture and image, so that people fully feel that “culture†is infiltrating the business. The "Meiera" in Huangshi City, Hubei Province, planned the corporate image as a whole, and also invested in a television series based on "Meier". Hubei Golden Dragon Beer Group Co., Ltd. is the first to hold the Hubei Beer Festival. This is a successful demonstration of the packaging culture in the enterprise brand name creation, business operation and development.
However, in the brand-striving strategy implementation, the packaging culture is still a new topic for Chinese enterprises and entrepreneurs. Many entrepreneurs have many misunderstandings about the packaging culture, leading to this work being one-sided in the actual operation. Superficial, poor results.
In general, cultural packaging is divided into inner packaging and outer packaging. The name of the factory, the name of the commercial company, the product packaging, the corporate environment, the employee's dress, the factory song, the store's song, etc. can all be called intrinsic cultural packaging; other names developed by the company establish the social image and integrate the external relations of the enterprise. Cultural activities are external cultural packaging. For instance, Shenzhen Airport’s contribution of RMB 200,000 will allow the Central Ballet Symphony Orchestra to perform classical music with the Shenzhen Kong Symphony Orchestra as an external cultural packaging event. On the eve of the 44th anniversary of the National Day, Tianjin Huaqi Group donated RMB 500,000 for the maintenance of the Tiananmen Tower. This activity, titled “I Love Beijing Tiananmenâ€, has greatly enhanced the society’s understanding and recognition of Huaqi’s corporate image through the dissemination of news media.
Some entrepreneurs are often keen to participate in or hold various large-scale activities, while ignoring the company's internal cultural packaging. In the battle for brand-name creation and combat readiness, we do not deny that some of these cultural packaging activities have indeed played a role in improving product awareness and establishing corporate image, but this effect is often limited. Because of some comprehensive literary activities, the audience pays more attention to the movie stars and their performance rather than the sponsors of the activities. Moreover, even in the packaging of external cultures that many entrepreneurs are keen on, there are also tendencies that are not conducive to establishing a corporate image.
Cultural packaging is the work of a complex system. It is embodied in all aspects of the creation and operation of an enterprise. In the current situation where the entire business community is keen on cultural packaging, entrepreneurs should also establish a correct "package view."
First, we must start with the inner packaging work. Emphasis on the company's name, trademark, logo, product packaging, plant environment and even letterheads and envelopes used by enterprises can not ignore the cultural role in the establishment of corporate image. The "Zhengda Variety Arts" program once played a video of Zhangjiagang City. The host asked the guests in a European-style building to answer "What is it?" The answer is "a chemical plant in Zhangjiagang City." The significance of this issue is not that the building is a scene in Zhangjiagang, but because people’s environmental awareness is increasing, chemical companies have changed their fear of it with their unique beautiful European architecture and enhanced people’s sense of beauty. And trust. This shows the importance of internal cultural packaging.
Second, the corporate and product image should also be developed from the packaging of the inner packaging. The value and effect of external cultural packaging originate from internal cultural packaging. If an enterprise does not have a good logo design, exquisite product packaging, or an ingenious name, how can one expect to enhance people's memory and understanding of the company through several large-scale events?
In the end, entrepreneurs must realize that product quality is important, but product quality cannot be ignored. On the contrary, it is a requirement of a business layer that is based on the credibility of product quality. Therefore, companies must carry out investigations and plans to carry out cultural packaging work from the inside to the outside on the basis of quality.
Source: China Packaging Yu Liping
Economists say: In a society where there is a lack of material resources, enterprises face product competition; in a society where material is gradually enriched, enterprises face quality competition; in a society where the level of technology is widely improved and the quality of products is almost the same, the enterprises face It is image competition. In today's market economy, where the rapid development of the economy and the intense competition for brand names, Chinese companies and entrepreneurs are faced with an era of image competition.
Companies competing for "cultural card"
In the days when brand-name creation and cultural undertakings have gradually entered the market, there has been a commendable trend in the competition among enterprises. Companies are bidding for “cultural cardsâ€.
1 î€ Product Development: Giving Play to Strong and Unique Cultural Advantages A commodity with rich cultural content and unique design will often be put down. Many entrepreneurs know this very well. They develop their products with creativity, exert their strong unique local cultural advantages, and enable a group of culturally rich commodities to quickly open up their markets. In recent years, entrepreneurs have skillfully used the cultural and psychological effects of people in product development, and have created a pair of "culture cards." The Longhu Mountain in Guixi County, Jiangxi Province is a sacred site for Taoism in China. The entrepreneurs of the county used the local Taoist culture to develop unique flavor dishes. They soon sold well in China and attracted foreign investors. The famous Ming Dynasty entrepreneur Tang Xianzu’s hometown Linchuan was named after Tang Xianzu’s famous “Peony Pavilion†and developed and produced the “Peony Pavilion†brand paper fan. With the help of a celebrity, the “hometown of talented people†was born. I do not know how many people attracted the favor. Known as the “General County,†Xingguo County uses the cultural advantages of the Soviet Area to develop and produce more than 20 kinds of Red Army buckets with the cultural characteristics of the Soviet Union in recent years. It has become a popular product in the domestic market and has been exported to Hong Kong, Macao and overseas. market. In addition, such as "Yu Yu Daqu", "An Shi Cai Terrier" and so on. Another example is Linyi, Shandong. In the history, Wang Xizhi, a great calligrapher known as the “book saint,†has been famous in the calligraphy of the Lanting Preface. The entrepreneurs of the Linfen Distillery astutely saw that the book had a relationship with wine, so they decided to “magnify†their own characteristics and developed a superior quality white liquor, “Liquor of wineâ€. In order to further improve the "cultural content" of the wine, the factory poured Wang Xizhi's famous "Lanting Prelude" in the dark blue wine bottle bottom. In addition, all the places where the pen and ink paintings are applied are reserved, resembling the original tracks. When the person raises the bottle to the glass, tasting is rewarding and the taste is spontaneous. Once the product was launched, it was immediately welcomed by the majority of customers, which not only improved the quality of the product, but also won considerable profits for the company.
Coincidentally. Shaoxing, Zhejiang's Shaoxing Brewery has created unique brand-name effects in order to make Shaoxing mingled with old wine. The factory quoted the term “Xianheng Hotel†in Lu Xun’s “The True Story of Ah Q†and developed the Xianheng brand Shaoxing wine. He also associated Mr. Lu Xun's pens and lakes, black felt hats, Wu Peng boats, Ma Zi bridges, and Shiqiao Fibre Road with the "Xiang Heng" brand Shaoxing wine. Since the advent of this wine, it has become a must-buy souvenir for tourists in Shaoxing with its “cultural content†and its popularity in the domestic and overseas markets.
2. Marketing: Making full use of cultural charm With the increasing commercial warfare, some forward-thinking entrepreneurs have introduced marketing methods based on culture.
In order to further expand its influence in the business community, Zhengzhou Asia Shopping Mall, which is located in the Central Plains, has invested RM million to launch the '94 Asian Music Week' campaign to improve the company’s cultural tastes. The rich cultural charm has enriched and developed the company's culture. At the same time, it has also laid a good foundation for increasing and expanding shopping mall sales.
Not only that, but the business people’s digging of cultural resources is also reflected in their unique eyes. The Zhulin Commercial City in Yancheng, Jiangsu Province, held the Children's Calligraphy and Painting Competition in Zhulin Business City in my heart during Children's Day. The competition attracted a large number of children and parents to come and expand the company's popularity. It also led to a substantial increase in sales of children's goods, and both social and economic benefits.
More freshly, Nanchang, Jiangxi Province opened a restaurant called “Red Army Hotelâ€. Its recipes introduced foods like red rice and pumpkin soup eaten by the Red Army that year. The interior decoration was modeled after the Soviet Union’s architectural pattern, and the big knife and basket were used. Brackets, etc. as accessories, service personnel will wear red uniforms style clothing. In the restaurant, Guzheng, Violin, etc. played a song for the guest during the period of the Soviet Revolution. In this situation, even if the guests tasted the food of the Red Army period, they were also influenced by revolutionary culture.
3 î€ Posters: Pursuit of fresh and elegant culture In today's market economy, it is common for companies to promote their own image and products through various media. However, the "trick" that entrepreneurs place more value on today is to allow the media to reveal a fresh and elegant cultural atmosphere. The result has also given companies unexpected results. Some shops in Beijing pay much attention to the rather elegant statement decoration window to show the cultural taste. There is a beauty salon in Donghua Gate. It is an industry under the movie star Fang Shuming. The large glass window on the facade shows a line of eye-catching words “Enter me and create extraordinary you.†Pedestrians passing by in front of the door will inevitably be attracted to it and stop to gaze.
In the ancient city of Changsha, on both sides of the prosperous Wuyi Road, it is not hard to notice that in this street, there are seven or eight shop signs coming from the hands of young children. The ink that soaks the children's artistic spirit and childishness is flowing. In the eyes of the urban crowd, it seems to be more eye-catching. The first thing to do in this style is the Little Swan Hotel. At that time, it was very difficult for the signboard to ask anyone who wrote it. In the end, the merchant has uniquely asked for the inscription of a nine-year-old schoolboy named Chen Jun, who has won several awards at home and abroad. As a result, I did not expect an anti-"normal" sign to show up. It was quite able to change the tastes of urbanites, cater to people's curiosity, and greatly stimulated consumers' desire to purchase. Following the Little Swan Hotel, many shops have followed suit. A company’s public relations manager once told reporters: “We didn’t start with the idea of ​​looking for celebrity inscriptions. Our family’s pursuit is to create a consumer. Shopping malls are like home atmosphere. Besides, modern families are child-centered. We ask children to write signs to reveal the atmosphere of fresh and elegant calligraphy culture. This is a new trick for business competition.â€
"Products are rich in culture," and today's China, with the rapid development of the economy, the people's level of knowledge and cultural background, the "cultural card" will be higher than a wave, bringing more attention. The benefits will constitute a unique new landscape in the Eastern culture of the end of this century.
The "Packaging Culture" in Famous Brand Strategy
In the fierce competition between commercial warfare and famous brands, modern enterprises pay more and more attention to the design of their own images, and the shaping of enterprises and product images relies on the complex and effective means of packaging culture. Since its inauguration, Zhengzhou Asia Mall in Zhengzhou has placed great emphasis on the role of cultural packaging in brand-name creation and market competition. It has successively planned a series of activities such as the establishment of the “Asia Minor People’s Daily†and the memorial to the 27th Martyrs’ Memorial Tower to make “Asia Minor†In just over three years, it has become a well-known enterprise in Henan and even in the whole country, and has led to a series of national topics such as the “Asian Phenomenon†and the “Central China Business Warâ€.
Although the enterprises in Wuhan, Hubei Province, started late on consciously using cultural packaging, they have also made great efforts in this regard in recent years. Wuhan TV's “Weekend Entertainment Circle†launches a weekly comprehensive cultural program that is jointly sponsored by enterprises and displays corporate culture and image, so that people fully feel that “culture†is infiltrating the business. The "Meiera" in Huangshi City, Hubei Province, planned the corporate image as a whole, and also invested in a television series based on "Meier". Hubei Golden Dragon Beer Group Co., Ltd. is the first to hold the Hubei Beer Festival. This is a successful demonstration of the packaging culture in the enterprise brand name creation, business operation and development.
However, in the brand-striving strategy implementation, the packaging culture is still a new topic for Chinese enterprises and entrepreneurs. Many entrepreneurs have many misunderstandings about the packaging culture, leading to this work being one-sided in the actual operation. Superficial, poor results.
In general, cultural packaging is divided into inner packaging and outer packaging. The name of the factory, the name of the commercial company, the product packaging, the corporate environment, the employee's dress, the factory song, the store's song, etc. can all be called intrinsic cultural packaging; other names developed by the company establish the social image and integrate the external relations of the enterprise. Cultural activities are external cultural packaging. For instance, Shenzhen Airport’s contribution of RMB 200,000 will allow the Central Ballet Symphony Orchestra to perform classical music with the Shenzhen Kong Symphony Orchestra as an external cultural packaging event. On the eve of the 44th anniversary of the National Day, Tianjin Huaqi Group donated RMB 500,000 for the maintenance of the Tiananmen Tower. This activity, titled “I Love Beijing Tiananmenâ€, has greatly enhanced the society’s understanding and recognition of Huaqi’s corporate image through the dissemination of news media.
Some entrepreneurs are often keen to participate in or hold various large-scale activities, while ignoring the company's internal cultural packaging. In the battle for brand-name creation and combat readiness, we do not deny that some of these cultural packaging activities have indeed played a role in improving product awareness and establishing corporate image, but this effect is often limited. Because of some comprehensive literary activities, the audience pays more attention to the movie stars and their performance rather than the sponsors of the activities. Moreover, even in the packaging of external cultures that many entrepreneurs are keen on, there are also tendencies that are not conducive to establishing a corporate image.
Cultural packaging is the work of a complex system. It is embodied in all aspects of the creation and operation of an enterprise. In the current situation where the entire business community is keen on cultural packaging, entrepreneurs should also establish a correct "package view."
First, we must start with the inner packaging work. Emphasis on the company's name, trademark, logo, product packaging, plant environment and even letterheads and envelopes used by enterprises can not ignore the cultural role in the establishment of corporate image. The "Zhengda Variety Arts" program once played a video of Zhangjiagang City. The host asked the guests in a European-style building to answer "What is it?" The answer is "a chemical plant in Zhangjiagang City." The significance of this issue is not that the building is a scene in Zhangjiagang, but because people’s environmental awareness is increasing, chemical companies have changed their fear of it with their unique beautiful European architecture and enhanced people’s sense of beauty. And trust. This shows the importance of internal cultural packaging.
Second, the corporate and product image should also be developed from the packaging of the inner packaging. The value and effect of external cultural packaging originate from internal cultural packaging. If an enterprise does not have a good logo design, exquisite product packaging, or an ingenious name, how can one expect to enhance people's memory and understanding of the company through several large-scale events?
In the end, entrepreneurs must realize that product quality is important, but product quality cannot be ignored. On the contrary, it is a requirement of a business layer that is based on the credibility of product quality. Therefore, companies must carry out investigations and plans to carry out cultural packaging work from the inside to the outside on the basis of quality.
Source: China Packaging Yu Liping