項(xiàng)目六醫(yī)藥產(chǎn)品策略Program6PharmaceuticalProductStrategy99講

項(xiàng)目六醫(yī)藥產(chǎn)品策略Program6PharmaceuticalProductStrategy主要內(nèi)容：本章主要介紹醫(yī)藥產(chǎn)品的基本問題，包括醫(yī)藥產(chǎn)品的基本概念及基本理論，醫(yī)藥產(chǎn)品生命周期和品牌策略等相關(guān)問題。MainContent:Thischaptermainlyintroducesthebasicissuesofpharmaceuticalproducts,includingbasicconceptsandtheoriesofpharmaceuticalproducts,lifecycleandbrandstrategyofpharmaceuticalproductsandotherrelatedissues.藥品產(chǎn)品整體概念，藥品產(chǎn)品生命周期的特點(diǎn)及營(yíng)銷策略，藥品品牌策略，藥品包裝策略O(shè)veralldrugproductconcept,characteristicsandmarketingstrategyofdrugproductlifecycle,drugbrandstrategy,drugpackagingstrategy藥品產(chǎn)品組合策略Pharmaceuticalproductmixstrategy運(yùn)用藥品產(chǎn)品策略對(duì)現(xiàn)有的市場(chǎng)做出分析和藥品品牌策略的策劃和實(shí)施Analysisoftheexistingmarketbyusingdrugproductstrategyaswellasplanningandimplementationofdrugbrandstrategy掌握Master熟悉Familiar學(xué)會(huì)Learn思維導(dǎo)圖MindMap任務(wù)五

醫(yī)藥產(chǎn)品包裝策略Task5PharmaceuticalProductPackagingStrategy一、醫(yī)藥產(chǎn)品包裝內(nèi)涵（含義、構(gòu)成、作用、特點(diǎn)）I.ConnotationofPharmaceuticalProductPackaging(Meaning,Constitution,FunctionsandCharacteristics)（一）包裝的含義(I)MeaningofPackaging包裝是指為在流通中保護(hù)產(chǎn)品、方便貯運(yùn)、促進(jìn)銷售按一定技術(shù)方法采用的容器、材料和輔助物的總稱。Packagingisageneraltermforcontainers,materialsandauxiliarymaterialsusedtoprotectproductsincirculation,facilitatestorageandtransportation,andpromotesalesaccordingtocertaintechnicalmethods.藥品包裝的含義是指采用符合要藥用的材料或容器，利用包裝技術(shù)對(duì)藥物制劑的半成品或成品進(jìn)行分灌、封、裝、貼簽等操作，為藥品提供品質(zhì)保證，鑒定商標(biāo)與說明的一種加工過程的總稱。Drugpackagingreferstousingmaterialsorcontainersapplicabletomedicinaluseforfilling,sealing,packaging,labelingandotheroperationsofsemi-finishedproductsorfinishedproductsofdrugpreparationsbasedonpackagingtechnologysoastoprovidequalityassurance,trademarkidentificationanddescriptionfordrugs.一、醫(yī)藥產(chǎn)品包裝內(nèi)涵（含義、構(gòu)成、作用、特點(diǎn)）I.ConnotationofPharmaceuticalProductPackaging(Meaning,Constitution,FunctionsandCharacteristics)（二）包裝的構(gòu)成包裝包括商標(biāo)或品牌、形狀、顏色、圖案、材料等(ii)PackageConstitutionPackageincludestrademarkorbrand,shape,color,pattern,material,etc.商標(biāo)或品牌這是包裝中最主要的構(gòu)成要素，應(yīng)在包裝整體上占據(jù)突出的位置。我國(guó)現(xiàn)行的《商標(biāo)法》規(guī)定，注冊(cè)商標(biāo)的有效期為十年，保護(hù)期滿后，只要企業(yè)及時(shí)續(xù)展，就可再獲保護(hù)，且續(xù)展次數(shù)不限①TrademarkorbrandItisthemostimportantelementinpackageconstitution,andshouldoccupyaprominentpositiononthepackageasawhole.China'scurrentTrademarkLawstipulatesthatthevalidityperiodofaregisteredtrademarkis10years.Aftertheexpirationoftheprotectionperiod,aslongastheenterprisetimelyrenewthetrademark,itcanbeprotectedagain,andthenumberofrenewalsisnotlimited包裝的形狀有利于儲(chǔ)運(yùn)，陳列及產(chǎn)品銷售②PackageshapeItfacilitatesstorage,transportation,displayandsales.包裝的顏色顏色不僅能夠加強(qiáng)品牌特征，而且恰到好處的包裝顏色對(duì)消費(fèi)者有感召力③PackagecolorItcanstrengthenthebrandcharacteristics.Arightpackagecolorhasappealtoconsumers.一、醫(yī)藥產(chǎn)品包裝內(nèi)涵（含義、構(gòu)成、作用、特點(diǎn)）I.ConnotationofPharmaceuticalProductPackaging(Meaning,Constitution,FunctionsandCharacteristics)（二）包裝的構(gòu)成包裝包括商標(biāo)或品牌、形狀、顏色、圖案、材料等(ii)PackageConstitutionPackageincludestrademarkorbrand,shape,color,pattern,material,etc.包裝圖案包裝盒上的圖案在包裝中如同廣告中的畫面，它中它的重要性不可或缺，性不言而喻④PackagepatternThepatternonthepackageisasimportantandindispensableasthepictureintheadvertisement包裝材料包裝材料不僅影響包裝成本也影響該產(chǎn)品的市場(chǎng)競(jìng)爭(zhēng)力⑤PackagingmaterialPackagingmaterialnotonlyaffectsthepackagingcost,butalsoaffectsthemarketcompetitivenessoftheproduct產(chǎn)品標(biāo)簽標(biāo)簽主要有包裝內(nèi)容，產(chǎn)品的成分，品牌標(biāo)志，產(chǎn)量，生產(chǎn)廠家，生產(chǎn)日期等信息。藥品標(biāo)簽首先要符合相關(guān)法律規(guī)定⑥ProductlabelProductlabelmainlycontainspackagingcontent,productcomposition,brandlogo,output,manufacturer,productiondateandotherinformation.Druglabelshouldfirstcomplywithrelevantlawsandregulations一、醫(yī)藥產(chǎn)品包裝內(nèi)涵（含義、構(gòu)成、作用、特點(diǎn)）I.ConnotationofPharmaceuticalProductPackaging(Meaning,Constitution,FunctionsandCharacteristics)（三）包裝的作用(iii)FunctionsofPackage也就是商品的包裝是否便于使用、攜帶、存放等。一個(gè)好的包裝作品，應(yīng)該以“人”為本，站在消者的角度考慮，這樣會(huì)拉近商品與消費(fèi)者之間的關(guān)系，增加消費(fèi)者的購(gòu)買欲，對(duì)商品的信任度，也促進(jìn)消費(fèi)者與企業(yè)之間溝通Thatis,whetherthepackageofacommodityiseasytouse,carry,storage,etc.Agoodpackageshouldbepeople-orientedandconsideredfromtheperspectiveofconsumers,whichwillshortentherelationshipbetweenacommodityandconsumers,increaseconsumers'desiretobuyandtrustinthecommodityandpromotethecommunicationbetweenconsumersandenterprise是包裝最基本的功能，使商品不受各種外力的損壞。一件商品，要經(jīng)多次流通，才能走進(jìn)市場(chǎng)，最終到消費(fèi)者手中，這期間，需要經(jīng)過裝卸、運(yùn)輸、庫(kù)存、陳列、銷售等環(huán)節(jié)。在儲(chǔ)運(yùn)過程中，很多外因，如撞擊、潮濕、光線、氣體、細(xì)菌……等因素，都會(huì)威脅到藥品的安全Protectionisthemostbasicfunctionofpackage,namelymakingcommoditiesundamagedbyvariousexternalforces.Acommoditymustbecirculatedseveraltimesbeforeenteringthemarketandfinallyreachingconsumers.Duringthisperiod,itneedstogothroughthelinkssuchasloading&unloading,transportation,inventory,displayandsales.Intheprocessofstorageandtransportation,manyexternalfactorssuchasimpact,moisture,light,gasandbacteriawillthreatenthesafetyofdrugs保護(hù)功能保護(hù)功能Protectionfunction便利功能所謂便利功能Facilitatingfunction一、醫(yī)藥產(chǎn)品包裝內(nèi)涵（含義、構(gòu)成、作用、特點(diǎn)）I.ConnotationofPharmaceuticalProductPackaging(Meaning,Constitution,FunctionsandCharacteristics)（三）包裝的作用(iii)FunctionsofPackage以前，人們常說“酒香不怕巷子深”、“一等產(chǎn)品、二等包裝、三等價(jià)格”，只要產(chǎn)品質(zhì)量好，就不愁賣不出去。在市場(chǎng)競(jìng)爭(zhēng)日益強(qiáng)烈的今天，包裝的作用與重要性也為廠商深諳。優(yōu)良的包裝，能與好的產(chǎn)品相得益彰，能直接吸引消費(fèi)者的視線，讓消費(fèi)者產(chǎn)生強(qiáng)烈的購(gòu)買欲，從而達(dá)到促暢的目的特別是人參、鹿茸等名貴中藥或高檔保健品，更是需要包裝提高產(chǎn)品的檔次Inthepast,peopleoftensaidthat"goodwineneedsnobush","first-classproduct,second-classpackage,third-classprice";aslongasaproductisofgoodquality,thereisnoworryaboutselling.Intoday'sincreasinglyintensemarketcompetition,thefunctionsandimportanceofpackagingisalsowellknownbymanufacturers.Excellentpackageandgoodproductcomplementeachother,directlyattractingtheattentionofconsumersandmakingconsumershaveastrongdesiretobuy,thusachievingthepurposeofpromotion;especially,ginseng,velvetantlerandotherpreciousChinesemedicinesorhigh-endhealthcareproductsneedpackagingtoimprovetheirgrade銷售功能Marketingfunction一、醫(yī)藥產(chǎn)品包裝內(nèi)涵（含義、構(gòu)成、作用、特點(diǎn)）I.ConnotationofPharmaceuticalProductPackaging(Meaning,Constitution,FunctionsandCharacteristics)（四）藥品包裝的特點(diǎn)(iv)CharacteristicsofDrugPackage安全性醫(yī)藥包裝能很好地保護(hù)藥品在貯藏、使用過程中不受環(huán)境的影響，保持藥品原有屬性；能夠在防潮，安全性上保護(hù)藥品的質(zhì)量和安全性SafetyPharmaceuticalpackagescanprotectdrugsfromenvironmentalinfluenceintheprocessofstorageandusesoastokeeptheoriginalattributesofdrugs,andcanprotectthequalityandsafetyofdrugsfrommoistureproofandsafety.排斥性醫(yī)藥包裝與所包裝的藥品不會(huì)有化學(xué)、生物意義上的反應(yīng)；不同的藥品，和不同材質(zhì)包裝在相容性實(shí)驗(yàn)的時(shí)候會(huì)產(chǎn)生不同的反應(yīng)，所以在使用上要對(duì)藥品與包裝相容性試驗(yàn)避免發(fā)生反應(yīng)ExclusionThereisnochemicalorbiologicalreactionbetweenpharmaceuticalpackagesandpackageddrugs;therewillbedifferentreactionsbetweendifferentdrugsanddifferent-materialpackagesinthecompatibilitytest.Therefore,fromtheperspectiveofuse,itisrequiredtoavoidreactionsbetweendrugsandpackagesinthecompatibilitytest.穩(wěn)定性醫(yī)藥包裝自身在貯藏、使用過程中有較好的穩(wěn)定性。藥品包裝從材質(zhì)設(shè)計(jì)使用過程中不會(huì)發(fā)生破裂、變形等情況，具有良好的質(zhì)量穩(wěn)定StabilityPharmaceuticalpackageshavegoodstabilityinstorageanduse.Drugpackageswillnotbecrackedordeformedintheprocessofuseduetotheirmaterialdesign,withgoodqualityandstability一、醫(yī)藥產(chǎn)品包裝內(nèi)涵（含義、構(gòu)成、作用、特點(diǎn)）I.ConnotationofPharmaceuticalProductPackaging(Meaning,Constitution,FunctionsandCharacteristics)（四）藥品包裝的特點(diǎn)(iv)CharacteristicsofDrugPackage非干擾性醫(yī)藥包裝不會(huì)帶有在使用過程中不能消除的對(duì)所包裝藥物有影響的性質(zhì)Non-interferencePharmaceuticalpackagesdonothavetheattributethattheinfluenceonpackageddrugscannotbeeliminatedintheprocessofusingthepackages.環(huán)保性醫(yī)藥包裝在包裹藥品時(shí)不會(huì)污染藥品生產(chǎn)環(huán)境；藥品包裝在材質(zhì)上使用化學(xué)穩(wěn)定好的原料，在使用過程中不會(huì)因包裝對(duì)藥品產(chǎn)生反應(yīng)，造成藥品的質(zhì)量下降EnvironmentalprotectionPharmaceuticalpackageswillnotpollutethepharmaceuticalproductionenvironmentwhenwrappingdrugs;drugpackagesadoptrawmaterialswithgoodchemicalstability,andtheuseofpackageswillnotbringreactionstodrugs,whichwouldresultinthedeclineindrugquality.一、醫(yī)藥產(chǎn)品包裝內(nèi)涵（含義、構(gòu)成、作用、特點(diǎn)）I.ConnotationofPharmaceuticalProductPackaging(Meaning,Constitution,FunctionsandCharacteristics)（五）包裝的分類(v)ClassificationofPackage內(nèi)包裝一般指小包裝或銷售包裝，是直接或間接接觸產(chǎn)品的內(nèi)層包裝，在流通過程中起保護(hù)產(chǎn)品、宣傳、方便使用、促進(jìn)銷售的作用Innerpackagegenerallyreferstosmallpackageorsalespackage,istheinlayerpackagethathasdirectorindirectcontactwiththeproduct,andplaysaroleofproductprotection,publicity,convenientuse,andpromotioninthecirculationprocess.外包裝指運(yùn)輸包裝，是企業(yè)為了技術(shù)、倉(cāng)儲(chǔ)、裝卸和運(yùn)輸而采取的包裝。目的是不使商品受損，因?yàn)椴慌c消費(fèi)者見面，故不考慮外觀設(shè)計(jì)。但是要標(biāo)明品名、批號(hào)、數(shù)量、規(guī)格、生產(chǎn)廠家等信息Outerpackagereferstothepackagewhichisadoptedbyenterprisefortechnology,storage,loading&unloadingandtransportation.Thepurposeisnottodamagethecommodity,withoutconsiderationofappearancedesignduetonotmeetingwithconsumers,butrequiredtoindicateproductname,batchnumber,quantity,specification,manufacturerandotherinformation中包裝是為了便于計(jì)數(shù)、銷售或保護(hù)內(nèi)包裝的包裝，一般設(shè)計(jì)比較簡(jiǎn)單，起到保護(hù)內(nèi)包裝和陳列產(chǎn)品的作用，有些也利于銷售Mediumpackagereferstothepackageusedtofacilitatecounting,salesorinnerpackageprotection,withrelativelysimpledesigningeneral,playingaroleofinnerpackageprotectionandproductdisplay,probablyalsoconducivetosales.二、我國(guó)醫(yī)藥產(chǎn)品包裝法規(guī)規(guī)定II.China'sRegulationsonPharmaceuticalProductPackaging隨著經(jīng)濟(jì)持續(xù)健康的發(fā)展，我國(guó)已成為世界十大醫(yī)藥生產(chǎn)國(guó)和原料出口國(guó)之一，法制經(jīng)濟(jì)在對(duì)我國(guó)醫(yī)藥包裝進(jìn)行技術(shù)設(shè)計(jì)的同時(shí)，也關(guān)注起不可規(guī)避的法律問題Withthesustainedandhealthyeconomicdevelopment,Chinahasbecomeoneoftheworld'stoptenpharmaceuticalproducingcountriesandrawmaterialexportingcountries.Underthelegaleconomy,inadditiontotechnicaldesignofpharmaceuticalpackaging,Chinapaysattentiontounavoidablelegalproblems促使其遵守游戲規(guī)則，對(duì)促進(jìn)我國(guó)藥品包裝乃至醫(yī)藥產(chǎn)業(yè)的健康發(fā)展，增強(qiáng)企業(yè)國(guó)際競(jìng)爭(zhēng)力及自身抵御風(fēng)險(xiǎn)的能力，都是有百利而無一害的，藥品包裝所涉及的法律問題是相當(dāng)廣泛的。MakingpharmaceuticalpackagingcomplywiththerulesofthegameisbeneficialtopromotingthehealthydevelopmentofChina'sdrugpackagingandpharmaceuticalindustryandenhancingtheinternationalcompetitivenessofenterprisesandtheirabilitytoresistrisks.Thelegalissuesinvolvedindrugpackagingarequiteextensive.我國(guó)藥品管理法對(duì)藥品的包裝和分裝問題作了專門規(guī)定，直接接觸藥品的包裝材料和容器必須符合用藥要求符合保障人體健康安全的標(biāo)準(zhǔn)，并由藥品監(jiān)督管理部門在審批藥品時(shí)一并審批ThedrugadministrationlawofChinahasmadespecialprovisionsonthepackageandsub-packageofdrugs.Packagingmaterialsandcontainersthatcomeintodirectcontactwithdrugsmustmeettherequirementsfordruguseandmeetthestandardsforsafeguardinghumanhealthandsafety,andshouldbeexaminedandapprovedbythedrugsupervisionandadministrationdepartmentatthesametimeofexaminationandapprovalofdrugs.藥品生產(chǎn)企業(yè)不得使用未經(jīng)批準(zhǔn)的直接接觸藥品的包裝材料和容器，對(duì)不合格的直接接觸藥品的包裝材料和容器由藥品監(jiān)督管理部門責(zé)令停止使用Pharmaceuticalmanufacturersmaynotuseunapprovedpackagingmaterialsorcontainersthathavedirectcontactwithdrugs.Unqualifiedpackagingmaterialsandcontainersthathavedirectcontactwithdrugsshouldbedisusedasorderedbythedrugsupervisionandadministrationdepartment.藥品包裝之標(biāo)簽，或者說明書上必須注明藥品的品名、規(guī)格、生產(chǎn)企業(yè)批準(zhǔn)文號(hào)、產(chǎn)品批號(hào)、主要成分、適應(yīng)癥、用法、用量、禁

忌、不良反應(yīng)和注意事項(xiàng)，還必須有規(guī)定的標(biāo)志，如非處方藥須有非處方藥的標(biāo)志，麻醉藥品需有麻醉藥品的標(biāo)志Drugpackagelabelormanualmustindicatedrugname,specifications,productionenterpriseapprovalnumber,productbatchnumber,mainingredients,indications,usage,dosage,taboos,adversereactionsandnotes,andalsomustindicatespecifiedsigns,forexample,OTCdrugsshouldhaveaOCTsign,andnarcoticdrugsshouldhaveanarcoticsign.二、我國(guó)醫(yī)藥產(chǎn)品包裝法規(guī)規(guī)定II.China'sRegulationsonPharmaceuticalProductPackaging三、醫(yī)藥產(chǎn)品包裝策略III.PharmaceuticalProductPackagingStrategy（一）類似包裝策略(i)SimilarPackagingStrategy醫(yī)藥企業(yè)的各種產(chǎn)品在包裝上采用大致相同的材料、樣式和圖案，該策略的優(yōu)點(diǎn)是便于識(shí)別本企業(yè)產(chǎn)品，降低包裝設(shè)

計(jì)，印刷宣傳成本，樹立企業(yè)形象，提高企業(yè)聲譽(yù)，擴(kuò)大產(chǎn)品影響力，有利于推廣新產(chǎn)品，使企業(yè)形象更加明顯。缺點(diǎn)是只適用于質(zhì)量水平相當(dāng)?shù)漠a(chǎn)品，注意產(chǎn)品質(zhì)量的相同或相似，不可相差懸殊。

Anpharmaceuticalenterpriseusesroughlythesamematerials,stylesandpatternsonthepackagesofvariousproducts.Theadvantagesofthisstrategyare:itiseasytoidentifytheproductsoftheenterprise,reducesthecostofpackagedesign,printingandpublicity,establishestheenterpriseimage,improvesthereputationoftheenterprise,expandstheinfluenceoftheproducts,andisconducivetothepromotionofnewproducts,makingtheenterpriseimagemoreobvious.ThedisadvantageIS:itisonlyapplicabletoproductsofthesamequalitylevel,andneedstopayattentiontothesameorsimilarqualityofproducts,whichcannotdiffergreatly.三、醫(yī)藥產(chǎn)品包裝策略III.PharmaceuticalProductPackagingStrategy（二）差異包裝策略(ii)DifferentialPackagingStrategy企業(yè)各種產(chǎn)品都有自己的獨(dú)特包裝，在設(shè)計(jì)圖案、色彩、風(fēng)格、材料等方面各有明顯差別Allkindsofproductshavetheirownuniquepackages,andhaveobviousdifferencesindesignpatterns,colors,styles,materialsandotheraspects這種策略能使產(chǎn)品之間有較強(qiáng)的獨(dú)立性，避免因某一產(chǎn)品的銷售失敗而影響其他產(chǎn)品的聲譽(yù)Thisstrategycanmakeproductshaveastrongindependence,avoidthefailureofoneproducttoaffectthereputationofotherproducts不足之處是要增加包裝設(shè)計(jì)費(fèi)用和促銷費(fèi)用Thedisadvantageistheincreaseinpackagedesignandpromotioncosts以此來爭(zhēng)取不同層次的消費(fèi)群體Toattractdifferentlevelsofconsumergroups三、醫(yī)藥產(chǎn)品包裝策略III.PharmaceuticalProductPackagingStrategy（三）配套包裝策略(iii)SetPackageStrategy組合包裝策略Combination

packaging

strategy指將兩種或兩種以上的產(chǎn)品放在一個(gè)包裝中進(jìn)行銷售Twoormoreproductsareplacedinonepackageforsale為消費(fèi)者購(gòu)買和使用帶來方便，如家庭藥箱、旅行常用藥Bringconveniencetoconsumers'purchaseanduse,e.g.familymedicinechestandcommonmedicinefortravel策略的優(yōu)點(diǎn)Advantagesofthestrategy降低包裝成本，便于消費(fèi)者購(gòu)買、攜帶和使用產(chǎn)產(chǎn)品Reducepackagingcost,andbringconveniencetoconsumers’buying,takingandusingtheproduct有利于擴(kuò)大產(chǎn)品的銷售，配套包裝策略還可以用新產(chǎn)品帶動(dòng)老產(chǎn)品，短線帶動(dòng)長(zhǎng)線Helptoexpandproductsales,driveoldproductswithnewproducts,anddrivethelong-termwiththeshort-term缺點(diǎn)是適用情況有限Thedisadvantageislimitedapplication三、醫(yī)藥產(chǎn)品包裝策略III.PharmaceuticalProductPackagingStrategy（四）再使用包裝策略(iv)ReusablePackagingStrategy指原包裝的商品用完后，包裝容器可轉(zhuǎn)作它用的策略，又稱"雙重用途包裝策略"。Whentheoriginalpackageisusedup,thecontainercanbeusedforotherpurposes,alsoknownas"dualpurposepackagingstrategy".提高包裝的利用率、節(jié)約材料、降低成本、有利于環(huán)保，使消費(fèi)者和社會(huì)都受益，該策略的優(yōu)點(diǎn)是增加吸引力，包裝物上的商標(biāo)，有起到重復(fù)宣傳的作用。Itcanimprovetheutilizationrateofpackage,savematerialsandreducecosts,beingconducivetoenvironmentalprotection,bringbenefitstoconsumersandsociety.Theadvantageofthisstrategyisincreasingtheattractiveness,andthetrademarkonthepackagehastheroleofrepeatedpropaganda.控制再使用包裝的量，謹(jǐn)慎使用該策略，避免因成本加大引起商品價(jià)格過高而影響產(chǎn)品的銷售。讓再使用包裝成為消費(fèi)者的包袱。

Itcancontroltheamountofreusedpackage.Thisstrategyshouldbeusedprudentlytopreventhighpricescausedbyincreasedcostsfromaffectingproductsales.Otherwise,reusedpackagewillbecomeaburdentoconsumers.三、醫(yī)藥產(chǎn)品包裝策略III.PharmaceuticalProductPackagingStrategy（五）附贈(zèng)品包裝策略(v)KaleidoscopicPackagingStrategy指在包裝容器內(nèi)附贈(zèng)一些小商品，以吸引消費(fèi)者購(gòu)買的一種策略，如栓劑包裝中附贈(zèng)無菌指套Itisastrategytoattractconsumersbyincludingsmallitemsintocontainers,e.g.sterilefingercoversincludedintosuppositorypackages顆粒劑，產(chǎn)品送杯子，兒童鈣片，送卡通拼圖granuleswithcupsasfreegift,andChildrencalciumtabletswithcartoonjigsawpuzzleasfreegift這種方法對(duì)兒童和低收入者具有很強(qiáng)的吸引力Thismethodhasstrongappealtochildrenandlow-incomepeople（六）透明包裝策略(vi)TransparentPackagingStrategy采用透明材料（塑料、玻璃）包裝產(chǎn)品，使消費(fèi)者能夠看見內(nèi)裝商品，方便消費(fèi)者識(shí)別選購(gòu)Usetransparentmaterials(plasticandglass)topackageproductssothatconsumerscanseetheproductsinside,convenientforconsumerstoidentifyandbuy透明包裝策略涉及的包裝除了全透明外，還可采用半透明包裝，如養(yǎng)生堂維生素E，讓消費(fèi)者覺得貨真價(jià)實(shí)Transparentpackagingstrategyinvolvesnotonlyfullytransparentpackagesbutalsosemi-transparentpackages,e.g.YangshengtangvitaminE,tomakeconsumersfeelgenuine三、醫(yī)藥產(chǎn)品包裝策略III.PharmaceuticalProductPackagingStrategy（七）性別包裝策略(vii)GenderPackagingStrategy按性別不同采用與性別相適應(yīng)的包裝Gender-appropriatepackageshouldbeadoptedaccordingtogender其目的在于滿足不同性別消費(fèi)者的需要Thepurposeistomeettheneedsofconsumersofdifferentgenders（八）性別包裝策略(viii)GenderPackagingStrategy改變和放棄原有的產(chǎn)品包裝，改用新的包裝Changeandabandontheoriginalproductpackages,andusenewpackages由于包裝技術(shù)、包裝材料的不斷更新，消費(fèi)者的偏好不斷變化，采用新的包裝以彌補(bǔ)原包裝的不足，企業(yè)在改變包裝的同時(shí)必須配合好宣傳工作，以消除消費(fèi)者以為產(chǎn)品質(zhì)量下降或其他的誤解。Aspackagingtechnologyandpackagingmaterialscontinuetoupdateandconsumers'preferencescontinuetochange,newpackagesareusedtomakeupfortheshortcomingsoftheoriginalpackages,butenterprisesmustcooperatewiththepublicityworkatthesametimeofchangingthepackages,toeliminateconsumers'misconceptionthatthequalityofproductsisdegradedorotherwise.三、醫(yī)藥產(chǎn)品包裝策略III.PharmaceuticalProductPackagingStrategy（九）綠色包裝策略(ix)GreenPackagingStrategy指企業(yè)使用不對(duì)人體和生態(tài)環(huán)境造成污染和危害的包裝Itreferstothatanenterpriseusesthepackageswhichdonotcausepollutiontoecologicalenvironmentandharmtohumanbody隨著消費(fèi)者環(huán)保意識(shí)的增強(qiáng)，綠色環(huán)保成為社會(huì)發(fā)展的主題，伴隨著綠色產(chǎn)業(yè)、綠色消費(fèi)而出現(xiàn)的綠色概念營(yíng)銷方式成為企業(yè)經(jīng)營(yíng)的主流Withtheenhancementofconsumers'awarenessofenvironmentalprotection,greenenvironmentalprotectionhasbecomethethemeofsocialdevelopment.Alongwithgreenindustryandgreenconsumption,greenconceptmarketinghasbecomethemainstreamofenterprisemanagement在包裝設(shè)計(jì)時(shí)，選擇可重復(fù)利用或可再生、易回收處理、對(duì)環(huán)境無污染的包裝材料，容易贏得消費(fèi)者的好感與認(rèn)同，也有利于環(huán)境保護(hù)和與國(guó)際包裝技術(shù)標(biāo)準(zhǔn)接軌，從而為企業(yè)的發(fā)展帶來良好的前景Inthepackagedesign,choosingreusableorrenewable,easy-recyclingandpollution-freepackagingmaterialswilleasilywinthefavorableimpressionandrecognitionofconsumers,willalsobeconducivetoenvironmentalprotectionandconformancetointernationalpackagingtechnologystandards,soastobringgoodprospectsfortheenterprisedevelopment如用紙質(zhì)包裝替代塑料袋裝，羊毛材質(zhì)衣物中夾放輕柔墊紙來取代硬質(zhì)襯板，既美化了包裝，又順應(yīng)了發(fā)展潮流，一舉兩得Forexample,paperpackageisusedinsteadofplasticbags,andsoftpadpaperisplacedinwoolmaterialclothinginsteadofhardliningboard,whichbeautifiesthepackageandconformstothedevelopmenttrend,whi