Study On The Role Of Packaging In Increasing Export Enterprises' Competitiveness

On present international market, packaging of commodity, together with commodity quality and price, has become three main factors of competition.Efforts to improve profitability are usually focused on the proven, traditional tactics - advertising or sales promotion. All too often, though, a dependable, effective tactic is overlooked or neglected - packaging. It is very urgent to improve the quality of export commodity packaging and improve packaging technology and level in order to develop further the export business of China.In view of this situation, in this paper, I make a thorough study on the role of packaging in increasing the competitiveness of export enterprise, aiming at making export enterprises realize the importance of packaging, especially the commercial value, and make full use of the function of packaging to increase their competitiveness on the international market.The paper is divided into five parts:Part one starts the discussion target: export commodity packaging, from the view give by the president of Japanese Food Circulate Systematic Association about how to expand the export of Chinese food to Japan. Chinese goods have superior advantages, but the packaging is inferior.Part two, firstly, makes a detailed introduction about the basic knowledge of packaging, including the development, classification, function of packaging,; and makes people know that the importance of packaging to our life lies in that packaging keeps steps with our changing lifestyle, and therefore ensures the quality and efficiency of our daily living and work; hoping to inspire people's understanding and stress on packaging. In addition, I make a detailed and thoroughanalysis of the feasibility on packaging as a way to increase export enterprises' competitiveness on the international market, aiming at making export enterprises realize that packaging is more than materials and protection, what more it is one universal component in delivering products. Better packaging design can result in cost savings, as a result, with the same quality of product, can increase the competitiveness of export enterprises.Part three analyzes the new trends of international packaging development and Chinese current situation; emphatically discuss the four deficiencies existing in Chinese packaging, they are: consciousness on the quality of packaging is not enough; having not see clearly the requirements on packaging by the international marketing environment; failing to take the psychological difference between consumers and cultural difference in to account in packaging design; and unable to make full use of the function of packaging, especially the commercial function, to increase the competitiveness of their product. In addition, there are many misunderstandings about packaging, so here I list and correct some main points.Part four, firstly, gives some basic guidelines for export enterprises to take into account, before choosing specific packaging tactics, such as possible hazards may encounter and some packaging legislation imposed by some countries, Then, basing on the trends of international packaging and the four shortcomings in Chinese current situation, I offer corresponding measures. In addition, I give an analysis model about specific operating means to improve packaging. According to this model, enterprises can make practical and feasible choice in operation. Finally, I take "enhancement packaging" as a specific example. It has many benefits both to the enterprise and to the consumer. Among them, the most important one for enterprises is that adopting this way can fast bring about product differentiation, and offer enterprise a valuable advantage to form an entry barrier to their competitors, therefore stabilize their competitiveness in the international market.Part five summarizes the progress and shortcomings of Chinese export packaging. China must follows up the development trends of international packaging. To develop the packaging needs us to summarize the previous deficiency; to make progress needs us to see clearly Chinese cu...