For another example, there is a Rowling rock company that produces beer in the United States, and its business has been good since 1939. However, after entering the 1980s, the sales volume dropped sharply, and finally it had to be sold to the Labaite family. John Chapel, a marketing expert, is the new head of the company. After he took office, he made drastic reforms to the company. One of the measures is to change the shape of beer bottles. He redesigned a green neck bottle and painted it with conspicuous artistic decoration, which looks like hand-painting, and stands out among many beers, making Rowling rock beer not like a popular product, but a noble quality. This kind of bottle is more suitable for decoration than packaging. Many consumers think that the beer in this bottle tastes better. Later, when the sales of Rowling's rock beer increased, people asked about the mystery, and Chapelle replied, "That green bottle is the key to building our competitive advantage." This is the effect of the shape and decoration of packaging containers through the psychological factors of consumers. Consumer positioning should consider whether the consumer is male or female; Children, young people or old people have different cultural attainments, different social status, different nationalities, different living habits, different economic conditions, different political and religious beliefs, different psychological needs, different family structures and so on.
The positioning of packaging-the image of packaging is equal to that the internal quality is greater than the psychological expectation of consumers, and it can produce actual consumption behavior, which is the successful positioning of packaging design.
Gift industry is a relatively new industry in China. With the development of reform and opening up, the competition among industries is becoming more and more fierce. In order to attract customers, the company has adopted various promotion methods, and gifts have played a great role. Giving gifts determines your social circle, your interpersonal relationship and even the success of your career, life and family. This is true for individuals, government agencies, enterprises and institutions, internally for employees, externally for customers and competent units. With the acceleration of China's entry into WTO, some large foreign companies have entered the domestic market one after another, which has also brought new marketing models and management models, prompting domestic enterprises to speed up the pace of competition.
Business gifts, which Americans call special advertisement, is the most direct and abstract confession of advertising promotion, brand communication and enterprise establishment. Appropriate gifts can not only express goodwill, but also make the other party unconsciously accept confession, achieving the effect of publicity or promotion, which is favored by many businesses.
Giving is an important means in interpersonal communication. Successful gift-giving can properly express one's friendliness, respect or other special feelings to the donee, thus leaving a deep impression on the donee. And how to return is also learned. She embodies your cultivation, friendship and respect.
classify
1, practical: USB flash drive, jewelry, pen, notebook, tie, wallet, perfume, lighter, cigarette holder, various rackets, etc.
2. Decoration types: desk calendar, lucky cat (similar to mascots of cattle and sheep), "crystal decoration" and "crystal crafts".
3. Tokens: transportation cards (recharged, of course), mobile phone recharge cards, and various supermarket vouchers. Needless to say, the advantage of this gift is that it is convenient and affordable.
4. Luxury goods: watches and commemorative gold bars.
5. Collection type: Gifts with rich connotations combined with year and event, such as those officially released by the Olympic Games.
6. Cartoon types: the types of gifts that children or couples like, such as Disney gifts and cartoon gifts.
Matters needing attention
The weight of the gift is right.
Generally speaking, the gift is too light and meaningless, and it is easy to be misunderstood as looking down on him, especially for people who are not close. And if the gift is too light, it is more difficult to ask others to do something, and the chance of success is almost zero.
Appropriate gift-giving interval
The time interval of giving gifts is also very particular, and it should not be too frequent or too long.
Understand customs and taboos
Before giving a gift, you should know the identity, hobbies and national habits of the recipient, so as not to cause trouble when giving a gift.
Gifts should be meaningful.
Gifts are the carrier of feelings. Any gift expresses the special intention of the giver, or returns, or asks for help, or contacts feelings and so on. China is an ancient civilization, so many traditional festivals have been left behind. On some festive days, people will give gifts to each other to express their holiday wishes. In China, the two festivals that give gifts the most are Spring Festival and Mid-Autumn Festival. In these two festivals, what should we pay attention to and what gifts should we give?
Attention problem
Holiday gifts should be taboo.
1, holiday gifts are closely related to festivals, so what gifts should be given on any festivals.
2, holiday gifts must understand the content of the festival, or how the festival came into being, or who to commemorate.
Be sure to know what taboos there are during the festival.
4. Be sure to know the customs of different nationalities.
It's best to send some homophonic gifts that can represent kindness.
Festival classification
1, alcohol (alcohol can be distributed on many festivals)
Liquor, Wuliangye, Maotai, Gumianchun, foreign wine.
2. Cigarettes
China, Classic, Lotus King, Good Day, Five Leaves God.
3. tea
Tieguanyin, Pu 'er tea, green tea, black tea, scented tea.
4. Health products
Various nutrients, kidney tonic wine, donkey-hide gelatin, etc.
5. Digital products
MP3, MP4, mobile phone, camera, learning machine, computer, USB flash drive, etc. Every festival has special gifts representing that festival, such as zongzi on the Dragon Boat Festival and moon cakes on the Mid-Autumn Festival.
6, craft class
Bamboo carving, wood carving, hand-made, painting and calligraphy, flowers, charcoal carving, etc.
Used in special occasions, such as sending flowers on Valentine's Day, sending chopsticks when getting married, and customizing bamboo carving crafts as gifts. Gift knowledge has become a complicated etiquette in international communication due to cultural differences, social and religious influences and taboos. If used properly, giving gifts can consolidate the business relationship between the two parties; Improper use will hinder business dealings. Choosing the right gift, giving it at the right time, and letting the recipient respond appropriately are all key issues that should be paid attention to when giving gifts.
7. Food (organic food, food gift boxes can be sent during festivals)
Lotus root, apple, whole grains, fruit cucumber.
Asian country
1, Japan: Japanese people have the habit of giving gifts, so when giving gifts to Japanese people, they often take such a practice: they give things that are useless to them to each other and let them pass them on to others, who will then pass them on. The Japanese hate things decorated with foxes and badgers. The fox is a symbol of greed, while the badger is a symbol of cunning. When visiting Japanese families, you can only bring 15 chrysanthemums, because only the imperial emblem has 16 chrysanthemums. In addition, when choosing gifts, you should choose "famous brand" gifts. Japanese believe that the packaging of gifts is as important as the gifts themselves, so people who know how to package should package them well.
2. Korea: Korean businessmen often give local handicrafts to first-time visitors, and then give them gifts made in China.
3. Arab countries: giving gifts at the first meeting may be regarded as bribery; Don't give old things to others; Can't take wine as a gift; Something that can be used in the office. It's impolite to stare at the Arab owner's belongings, because Arabs will think you like them and ask you to accept them. Arab businessmen usually give expensive gifts to others, and they also hope to receive the same expensive gifts in return. Because Arabs think it is beneath their dignity to come and not to go, it is disrespectful not to let them show generosity, and it will also damage the relationship between the two sides. They like colorful gifts and "brand-name" goods, not ordinary antiques; I like intellectuality and artistic talent, but I don't like pure practicality. Avoid hard liquor and gifts with animal designs (because these animals may represent bad luck). Giving gifts to Arab wives is considered an invasion of their privacy, but giving gifts to children is always welcome.
Western countries
European countries generally only give gifts to each other after the two sides have established relations. Gifts are usually given at the end of communication, and the expression should be appropriate. High-grade chocolate and a bottle of very good wine are also good gifts in Europe. Send flowers before the visit (flowers should be sent one day in advance so that the host can arrange them), and send odd flowers with handwritten business cards instead of business cards.
1, UK: Try to avoid exposing your feelings here. Therefore, to give a lighter gift will not be mistaken for a bribe because it costs less. The appropriate time to give gifts should be in the evening, after inviting people to finish dinner in a fancy restaurant or watching a play in a theater. Like most other Europeans, the British like high-quality chocolates, famous wines and flowers. Most of them won't appreciate the guests' gifts with company logo unless the host has carefully considered the gifts in advance.
2. France: It is very inappropriate to give gifts when you meet the French for the first time. You should wait until the next meeting. The gift should praise his wisdom, but it should not be too intimate. The French are very romantic and like intellectual and artistic gifts, such as pictures, art albums or small handicrafts. When invited to a French home for dinner, you should bring some flowers that are not tied. But chrysanthemums can't be given away casually. In France, chrysanthemums are only used at funerals.
3. Germany: "Politeness is very important", so we should pay close attention to the appropriateness of giving gifts and the packaging should be perfect. Roses are for lovers and should never be given to customers. Germans like to be invited for an outing, but the host must make careful arrangements before departure.
4. America: Americans are very practical. A bottle of good wine or spirits, an elegant brand-name gift and a beautiful night in the city are all suitable. Like other European countries, gifts for Americans should be given at the end of the exchange.