[Abstract] The packaging of goods has become an important factor in the company's competitive strategy, but the behaviors that violate the ethics of marketing in the current commodity packaging are numerous. This article analyzes the harm of morality in violation of backpacking, and points out how to make goods packaging ethical.
ã€Keywords】 commodity packaging; competitive strategy; ethics
In the past, our country’s goods were "first-class products, second-class packaging, and third-class prices." With the rapid development of China's economy and the improvement of people's living standards, businesses are paying more and more attention to the packaging of goods. Commodity packaging not only plays a role in protecting the goods and facilitating transportation, but also plays a role in promoting the promotion of goods to a large extent. The packaging of goods has also become an important factor in corporate competition strategies.
Moderate, elegant merchandise packaging is necessary. However, contrary to the ethical behavior of marketing in the current commodity packaging, for example, over-emphasizing the outer packaging of goods and ignoring the inherent quality of goods, excessive packaging and excessive packaging, packaging fraud, packaging, environmental pollution and so on.
First, violate the moral hazard of backpacking
(I) Damage to the interests of consumers
In ancient China, there was a story of “buying a beggar and returning a beadâ€, which was also reflected in the current over-packaging. Excessive packaging of our products is mainly reflected in the gifts of goods. The cost of these packages is ultimately borne by the consumer.
After the Mid-Autumn Festival this year, the moon cake box discarded by the citizens of Guangzhou can be spread over 2,500 football fields. The over-packing of moon cakes has become a typical example in recent years. The price of a 100-gram moon cake on the market is between 6 and 15 yuan, and a luxury-packed box can be sold for hundreds or even thousands of yuan. The same brand of wine, ordinary glass bottles of more than ten dollars, installed in a beautiful cardboard box, which is decorated with silk, the volume can put five bottles of wine, only a bottle of wine, two wine glasses, sold To more than 500 yuan. Book as a gift has become fashionable, as a package of gifts, its over-packing is no less than other goods. The price of these fine-packed books ranges from a few hundred to a thousand dollars per set.
Enterprises must exquisitely package these commodities, which will inevitably require additional costs. However, this part of the cost must ultimately be borne by consumers, which will seriously damage the interests of consumers.
(b) causing waste of resources
The packaging industry in China has developed rapidly. After more than 20 years of development, it has become the third largest packaging country in the world after the United States and Japan. The annual output value of packaging also increased from 7.2 billion yuan in 1980 to 250 billion yuan in 2002.
Packaging can protect the goods; beautify the goods and allow the goods to appreciate. In the era of planned economy, there was a shortage of goods. People did not pay attention to the packaging of goods, sold large jars of wine, and sold ginseng in bundles. The result was a very low price. Now the wine is changed to a vial, and ginseng is packed in small packages. The value of the ginseng is several times higher. With the packaging in place, the value of the goods will be improved.
However, the more luxurious the packaging, the better? There are three kinds of packaging: moderate packaging, excessive packaging, and lack of packaging. Nowadays, many commodities are mainly represented on gifts, such as moon cakes, supplements, and medicines. Excessive packaging is a serious problem. Ultimately, the cost of overpacking is still borne by consumers. Excessive packaging not only increases the burden on consumers, but also wastes China's limited resources.
The cartons used for packaging are from trees. According to statistics, the average annual production of shirts is 1.2 billion, of which 800 million are paper boxes. The amount of paper used in the box is 240,000 tons. If a tree with a diameter of 10 centimeters in diameter is used as the standard, a ton of paper can be made for every 7 trees, and 1.68 million trees will be cut out for 800 million boxes. If you add up the amount of paper used for packaging all goods, the numbers are staggering. Excessive felling of trees causes soil erosion and deterioration of the ecological environment. The annual thickness of soil erosion in the Loess Plateau of China will take 40 years to re-form.
(3) Large amount of packaging waste and environmental pollution
While enterprises pay attention to the exquisite packaging, they ignore the impact of packaging on the environment. According to the statistics of the sanitation department, Beijing produces approximately 3 million tons of garbage every year, and the total number of packages for various commodities is about 830,000 tons, of which 600,000 tons are overpacks that can be saved. At present, China's packaging waste accounts for more than 10% of urban household garbage, and its volume constitutes 30% of household garbage. These packages mainly include metal drums, glass bottles, paper box bags, boxes of various plastic bottle bags.
At present, the recycling rate of packaging waste in China is very low, the recycling rate of paper is only 15%, and the recycling rate of plastics is 9.6%, which is far lower than Japan, the United States, and the European Union. Most of the packaging waste is discarded as garbage. Plastic packaging material is not biodegradable, it takes about 200 years to be absorbed by the soil. These chemical wastes cause serious pollution to the environment. Many cities are surrounded by rubbish. In the event of a windy day, plastic bags are flying around, seriously affecting the city's environment. "White pollution" has become a social issue.
Second, ethical packaging
(a) Packing should be moderate
Honest packaging is the best strategy. The packaging must conform to the characteristics and grades of the internal products, but it cannot use flashy packaging to induce consumers. The use of packaging to enhance the value of goods and bring visual pleasure to consumers is understandable. But there should be a degree, excessive packaging, is that the value of the goods is not in line with the value of the packaging. It is fraud and profiteering. It is an abnormal phenomenon and unfair competition.
Many countries stipulate that the packaging cannot be more than 10% of the volume of the packaged goods, and the packaging cost should not exceed 15% of the selling price of the product. Countries such as South Korea, Japan, and Canada set limits for the volume of packaging, the gap between packaging and goods, the number of packaging layers, and the ratio of packaging cost to product value. Although China has not yet introduced such standards, enterprises should use the principle of good faith to reduce unnecessary packaging.
(b) Packing should be based on resource conservation
In terms of total resources, China’s resources can be said to be rich in resources, but in terms of per capita possession, it is a resource-poor country. Now that many resources are in crisis, companies must adopt the principle of saving limited resources in packaging. In developed countries, many companies have already noticed the problem of resource conservation. They have gradually reduced their packaging materials to save natural resources. Amway's products use more concentrated packaging and thus reduce plastic packaging materials by 50% to 70% compared to other similar products. Gillette Razor cancelled the product box and saved 4 million pounds of paperboard a year.
The companies in our country should also learn from foreign experience, pay attention to resource conservation in the packaging of goods, simplify packaging and reduce unnecessary packaging. Food, beverages and other daily necessities can be packaged in ordinary cartons. Enterprises will reduce packaging to a minimum, and try to use containers and packaging that can be reused over and over again; customers can bring their own shopping bags to supermarkets without using plastic bags or paper bags from shopping malls, and try to buy unpackaged vegetables, fruits, and other products when shopping. food. In the face of depletion of resources and the crisis of human survival, companies must increase their awareness of environmental protection and make packaging more functional and cultural.
(III) Pay Attention to Environmental Protection in the Packaging Process
In the packaging of goods, we must also pay attention to reduce the pollution to the environment, adopt green packaging, and reduce the pollution of the packaging to the environment. The packaging should meet the standards of safety and hygiene, and the packaging materials should contain as few harmful substances as possible so that the disposal of the waste in the packaging will not cause harm to the environment. At the same time, we must also consider the recycling and reuse of packaging. In the developed countries, the recycling of packaging has formed a system. The law stipulates the recycling of packaging. For example, in the Netherlands, the recycling rate of packaging materials reached 61% in 2002. In Germany, the recycling rate of packaging waste in 1995 reached 80%.
Our country should also adopt various forms, including the formulation of relevant laws and regulations, to strengthen the recycling and reuse of packaging waste. The production and sales industry recycles the transport packaging of goods, such as the household appliances and furniture industries. The cartons for transport can be recycled on the spot, and can be recycled after being carefully dismantled. This not only reduces the production cost of the company, but also reduces the production of cartons. Contamination of water and air during processing saves resources.
Source: Zhongkai University of Agriculture and Technology Han Xiaoli