基于用户情感体验的酱油包装营销实践研究

Soy Sauce Packaging Design and Marketing Based on User Emotional Experience

中文关键词: 用户情感体验  酱油包装设计  营销

英文关键词: user emotional experience  soy sauce packaging design  marketing

中文摘要:

      目的 基于用户情感体验的酱油包装营销方式，完成具体的酱油包装营销方案。方法 在分析酱油产业现状的基础上，探讨需求端与企业端对酱油包装营销的竞争驱动因素，并将用户情感体验融入酱油包装营销价值，着重阐述基于用户情感体验的具体实践方案“我的妈呀——感恩母亲”酱油包装营销的全过程策略与实施内容。结论 在酱油包装营销中融入用户情感体验，无论对酱油品牌影响还是产品销量的提升都有益。融入用户情感体验在酱油市场竞争中起到了非常重要的作用。同时通过实践案例，紧密围绕用户情感体验，创新地尝试了将用户转换为产品包装核心设计者，并采用小批量定制生产包装模式。这对酱油包装营销起到一定的指导和参考作用。

英文摘要:

      This paper studied the marketing mode of soy sauce packaging based on user emotional experience, and made a specific marketing plan of soy sauce packaging.Based on the analysis of the soy sauce industry in our country, this paper discussed the demand side and business side of soy sauce packaging marketing competition driving factors, and the user emotional experience into soy sauce packaging. On the basis of integrating user emotional experience into the marketing value of soy sauce packaging, this paper emphatically elaborated the whole process and implementation content ofthe sauce packaging marketing program “Oh My Mom—Say Thank You to Your Mother” based on user emotional experience.To integrate user emotional experience into soy sauce packaging design and marketing can play a very important role in the competition in the soy sauce market, both on the reputation of the soy sauce brand and the promotion of product sales. Through practical cases, this paper innovatively tries to convert users into core designers of product packaging, and customizes the packaging mode of small batch production by closely focusing on the user emotional experience, which will play some guiding and reference role in soy sauce packaging marketing.