On Packaging Culture Of Export Goods

As the indispensable element of goods production and circulation, packaging of export commodities has gradually shown its significance in international marketing. In terms of the diversities of goods and their different qualities, features, shapes accordingly, the packaging requirements for them are different. In addition to this, the import countries that spread all over the world and are provided with different cultural backgrounds have diverse packaging requirements correspondingly. Since the packaging culture plays a very important role in the global marketing, in order to avoid the failures in international marketing caused by the differences of packaging culture, the packaging designers have to fully understand the cultures of the local consumers in import countries and adapt their packaging culture of goods to them. Some powerful developed countries are in the dominant place in the globalization, and their particular requirements on packaging should be also well understood by export-oriented enterprises. Green packaging mode has become prevalent around the world and gradually has set common criterion for export goods. It reminds exporters of the significance of environment protection and the spirit of humanism.Those cultural elements embodied by packaging have great influence on the sale promotion of export goods, including law, education, religion and belief, age and gender, habits and local customs, language and social trends and so on. The exporters and their packaging designers should deal with very carefully these elements when they are going to work out their packaging strategies. In a competitive international market, the rule is the survival of the fittest. Export-oriented enterprises have to meet requirements of target markets by all means. Exporters should work out their packaging strategy according to the different requirements for packaging of export goods. However, the dilemma for them is how they can adapt their packaging strategy to target culture. If they give up their own culture in order to meet special requirement of target culture, they will be at the risk of being assimilated by target culture and thus becoming indistinctive. Another way is that they use the packaging of their goods as a bridge which spans between home culture and target culture. In this way, home culture can coexist with target cultures and thus developing jointly and harmoniously.The first chapter is going to introduce the concept, origin, evolution and functions of packaging. The second chapter will discuss components and traits of packaging culture of export goods, and also introduce the features of goods packaging in some developed countries. Additionally this chapter will explain the traits of Green Packaging mode and its influences on consuming activities and commodity production. The third chapter will elaborate on the influences on marketing of export goods brought by cultural elements embodied in packaging and different kinds of packaging strategies adopted by export-oriented enterprises. The conclusion will restate the influences on sales promotion of export goods brought by packaging culture, exporters and packaging designers should pay more attention to them.