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论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2014-08-14编辑:felicia点击率:30341
论文字数:15150论文编号:org201408140855573358语种:英语 English地区:中国价格:免费论文
关键词:市场营销包装设计消费者行为颜色选择consumer behaviourcolourpackaging
摘要:本文是一篇市场营销留学论文。产品要想获得市场成功,第一眼引起消费者注意的就是包装设计,特别是包装的颜色选择,包装专业人员熟知消费者的心理需求,才能使这些产品更容易引其消费者的注意。本文简要分析产品包装中色彩选择的重要性。
In the UK, the largest market by volume is soft drinks, accounting for at least 10 billion litres per year and showing an average annual compound of 6% since 1994.
Carbonates account for the highest proportion of soft drink sales followed by dilatable, fruit juice, mineral water and fruit drinks. PET bottles and cans account for the highest proportion of litres filled.
Draught beer accounts for some 60% of the market, with cans and non-returnable glass accounting for the majority of packaged sales.
Premium beers have been a particularly dynamic area of growth in recent years, and have provided a great stimulus to the revival of glass containers.
3) Materials Battle for market share gain
Refillable PET, with 26% per annum compound growth since 1990, has been the fastest expanding packaging medium in recent years.
Non refillable PET has been the second highest growth product at 14 % compound per annum, with particularly strong performances in the UK and Southern Europe.
Laminated pouches and cartons have been the third- highest growth area.
The beverage can has enjoyed an average annual growth of 5% since 1990 and is the packaging medium which shows one of the highest levels of variance by country in Europe as a result of the widely-differing packaging cultures, incidence of take home sales and effect of environmental pressures.
The growth of cans is largely associated with the expansion in shop sales and the increasing emphasis on multi-packing.
Cans have undoubtedly the greatest opportunity of any packaging medium to increase market penetration in the beverage market, something that is highlighted by the fact that Europeans use only one third the quantity of the North Americans counterparts.
Non refillable glass has principally benefited from the growth of non-returnable and the economic advantages offered by light weighting in recent years.
3.1Glass
Of the drinks packaging media, glass remains the premium package of choice in the spirits industry, and has witnessed a renaissance in demand trough the emergence of premium beers and lifestyle alcopops brands. The industry continues to benefit from significant advances in lightweighting, surface coating, shrinksleeving, pre-labelling and improved decoration techniques.
3.2 Beverage can
The beverage can has also been highly innovative in recent years with the first European produced embossed beverage can, manufactured by PLM and introduced by Grolsh for its premier pilsner product. There has also been the introduction of large pour openings, which are being increasingly adopted by beer filters.
3.3 PET bottle:
The PET bottle market remains highly competitive, particularly in the commodity market of single trip performs and本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。