Discussion on Establishing Evaluation Index System of Sales Package Value

How to evaluate sales packaging under the conditions of market economy is a concern for every packaging worker. From the perspective of material value, economic value and spiritual value brought by packaging, the packaging value index system was determined, and the characteristics of evaluation indicators were analyzed.

Under the conditions of the socialist market economy, competition has become increasingly fierce. As a result, there have been a variety of evaluation activities for packaging from different perspectives in marketing activities. The leader believes that: packaging can reduce losses and reduce circulation costs; packaging to enhance the value of their own products, can promote sales; packaging can provide consumers with convenience, reduce losses and so on. Devaluators believe that: packaging increases costs, wastes raw materials, and causes a lot of waste and garbage; fraudulent packaging and excessive packaging, so that consumers suffer losses and so on. How to correctly analyze and evaluate sales packaging, and how to comprehensively evaluate various goals such as undamaged packaging, promotional display, and material saving, have become urgent issues to be resolved. For such problems, we should not only stay in qualitative analysis, but should conduct quantitative analysis in depth.

The essence of packaging evaluation is the recognition of the value of packaging

When consumers purchase goods, they often have to consider whether it is cost-effective to buy the same packaged goods or to buy another kind of packaging. When the product producer chooses packaging, it is often necessary to consider which packaging is more appropriate; the packaging product operator is organized. When producing packaging products, it is often necessary to consider which packaging forms to develop. All of the above evaluation activities for packaging, in terms of their essence, are all evaluation activities for the use value of packaging, all around the packaging should meet the needs of consumers, producers, operators and the overall social and marketing activities in order to achieve its use The question of value arises. 

Determination of indicators

Since the essence of packaging evaluation is the recognition of the value of packaging, then the index system of packaging evaluation should be determined from the effects of the use value of packaging.

The packaging of goods during production helps to increase the production efficiency of the finished products and reduce the cost. The packaging of good goods in circulation can improve the efficiency of handling and transportation of goods and reduce the labor intensity and cost. In the consumption, good sales packaging can To the role of silent salesman, to promote sales growth. In addition, it also provides consumers with convenience, saves their time, adds beauty to the environment, etc., and brings many social benefits. Therefore, the evaluation of packaging should be evaluated based on the comprehensive benefits it can bring.

2.1 The material value of packaging

The material value of packaging refers to the utility of packaging to meet people’s needs for material life, sometimes referred to as the practical value of packaging. The basic practical value of packaging is its basic function: it must protect the goods from damage, such as collision, vibration, fragmentation, bacteria, moisture, and chemical reactions. To avoid physical damage to the product is the most basic requirement for packaging. Then, after the storage intactness rate, it becomes the most basic standard for evaluating the value of packaging materials. For different commodities, the packaging should be easy to carry and open; for the repeated opening of the packaging should have a certain degree of durability, and some should have the ability to prevent customers from unauthorized opening during the purchase, after opening the appearance of the resilience and Reusability; visibility of content, controllability of accessibility, stability of product preservation, etc. These basic functions can be examined empirically or experimentally.

2.2 The spiritual value of packaging

The spiritual value of packaging is often expressed in the form of aesthetic value, cultural value, psychological value, etc., and is associated with people's feelings, desires, interests, beliefs, concepts, etc., so the evaluation is easier to have subjective randomness. The spiritual value of packaging is mainly achieved through the artistic, decorative, novelty and irritation of the design to arouse the attention of consumers, arouse interest, inspire desire, and lead to purchase behavior. Consumers are becoming more and more aware of the authenticity of their products. Because the exquisite degree of packaging often gives people a sense of security, the anti-counterfeiting performance of packaging has also become an aspect of evaluating the spiritual value of packaging.

2.3 Economic Value of Packaging

In the market economy, the connection between package providers and demanders is achieved through the exchange of goods. Both the packaging provider and the demander need to calculate the cost, price, profit, etc. of the packaging and cannot ignore the following economic issues:

(1) The financial capacity of the commodity production enterprise. To use beautiful packaging, you must have enough money and capital.
(2) The equipment and technical level of packaging product manufacturers. It can change the cost ratio of one kind of packaging form to other kinds.
(3) Market competition. The mutual comparison between the same industry, on the one hand, promotes the development of packaging, and on the other hand it also plays a regulatory role.
(4) The value of the product itself. The packaging should be compatible with the quality of the goods and avoid excessive packaging. As a general rule, domestic product packaging costs account for approximately 15% to 20% of the total cost of goods.

In addition, it is also affected by socio-economic fluctuations, as well as storage and transportation conditions and environmental protection.

As a commodity manufacturer, it is necessary not only to consider the cost of packaging, but also to take into account the incremental value of different commodities that different packaging may bring. Therefore, the proportion of goods that are packaged should be used as the main evaluation index.

The above is to find the evaluation index from the positive benefits of packaging, and with the rapid development of the packaging industry, it also produces consumer and social needs, or even negative results: the packaging as a product dependent on the existence of special The product is abandoned as garbage when the product is gradually consumed or the contents can be independently stored without packaging. About tens of millions of tons of packaging waste in China each year become waste and pollute the environment. Some of these are harmful substances that directly affect human health. Therefore, the packaging recycling cost, recovery rate, and reuse should also be an important assessment indicator for packaging value evaluation. 

Characteristics of evaluation indicators

(1) Specificity: Packaging is a special commodity that can only realize its use value when it coexists with its contents. Therefore, evaluation can not be considered only from the single aspect of packaging. Consider the relationship with content and clarify the content What are the requirements for packaging? When evaluating the packaging of different types of products, the evaluation indicators and weighting factors will definitely be different. For example, medical packaging mainly emphasizes practical value, and emphasizes safety, sterility, and oxygen barrier. The discussion should be based on the packaging of the same type of product as the object of evaluation.

(2) Multidimensionality: Like packaging and commodities, its ultimate goal is to meet the needs of consumers and society. If it cannot be met, it will not be possible to use value. Because of the complexity, three-dimensionality and comprehensiveness of the structure expressed by consumers and society at different levels, the multidimensionality of the value of packaging is used, so that the evaluation index is also multidimensional. As mentioned earlier, people's consumer life needs packaging, material, and economic aspects. Each aspect can be divided into several small areas. For example, "substance needs" are nutritious, warm, light, convenient, labor-saving, time-saving, timing, and other minor aspects. Therefore, the requirements for people to meet the consumer needs of the packaging of goods are also many aspects. There are differences in consumer demand psychology, different regions, different customs, different modes of transportation, and different requirements for packaging and evaluation. Therefore, the packaging must have multi-functional, multi-variety to meet different needs, and the evaluation indicators for packaging must also be multifaceted and multidimensional.

(3) Relevance: The multidimensional nature of the packaging use value leads to correlations, complementarities, and constraints between the evaluation indicators of packaging. If it leads to an increase in sales, it will not only depend on spiritual values, but also on material values.

(4) Standpoint: The evaluation of packaging by commodity manufacturers is the greatest economic benefit it can ultimately bring to protect the goods and promote sales; the sales department requires packaging to facilitate wholesale and retail sales and reduce the loss of goods during sales. , increase sales, get greater sales profits; and consumers want to get the maximum satisfaction at the lowest price. Therefore, standing on different angles to determine the packaging evaluation index and the weight of the trade-off is different.

(5) Phase: The value of packaging use is generally divided into two phases: the formation phase and the realization phase. Different stages have different evaluation indicators. The evaluation of the formation stage mainly manifests itself in the evaluation of the quality of the packaging. The evaluation of the realization stage mainly shows the evaluation of packaging effectiveness, which is the key point.




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