Product Packaging and Product Purchase Strategy from the Perspective of Product Strategy (4)

Second, the trademark strategy

A good brand can make people feel pleasing and make consumers have a strong desire to buy, and bring a competitive advantage to the production or sales companies. On the contrary, an unsatisfactory trademark will cause trademark owners to suffer from unsatisfactory sales of goods, and they will be defeated in the fierce market competition. Therefore, a correct understanding of trademarks and their role in the selection of trademarks is an important part of an enterprise's product competition strategy.

(I) Trademarks and Functions

A trademark is a mark of a commodity and is used to indicate the special nature of a commodity. It is the name of the product and it is also the brand of the manufacturer. A trademark generally consists of two parts: 1 pronunciation of words or numbers, known as the name; 2 can not be pronounced symbols, patterns, known as the standard. The important role of trademarks in the commodity economy is:
1. Through the concise words and designs of the trademark, it is easy for people to identify a certain product in order to distinguish between similar products of other products or other enterprises. The first important role of the trademark is to help create brand names and promote sales.
2. Trademarks can play a role in supervising product quality and protecting consumer interests. Trademarks are an important tool for consumers to monitor product quality and protect consumer interests.
3. The use of trademarks can protect the legitimate rights and economic interests of enterprises. Enterprises create famous brand products, can enjoy their benefits, and other manufacturers can not share.
4. The use of trademarks is conducive to competition and promotes the production companies to compete to improve product quality.

(II) Trademark Strategy

The trademark strategy refers to whether a product is sold or not, whether the company should use the trademark, whether to use the company's unified trademark or to use the product's proprietary trademark, whether to use the manufacturer's trademark or to use the middleman's trademark to make choices on these issues.

1. Whether to use a trademark. The use of trademarks or not depends on the characteristics of the product. Raw materials, energy and other products need to be consumed during the production process. Trademarks cannot reflect the performance of products for a long time. Trademarks lose their significance and are generally not used. Consumer durable goods in consumer goods, people buy and use, pay great attention to his brand. Industrial foods such as tobacco, alcohol, sugar, etc. are generally trademarks. The general non-durable consumer goods such as rice, salt, etc. may also consider not using the trademark.

2. The company's choice of trademarks and product-specific trademarks. A unified trademark means that all products produced by the company use the same trademark. The use of the same trademark has many advantages: it saves trademark design costs; the company's advertising campaigns benefit all products; it highlights the company's reputation and reputation, and is conducive to the opening up of new products. However, the use of a unified trademark also has its shortcomings: When the company's product quality has a high middle-to-low grade, the use of a unified trademark may be detrimental to the sale of high-end products; when the company's products face a completely different market, it is meaningless to unify the trademark. Should use product-specific trademarks. Product-specific trademarks come in a variety of forms: 1 a product is a trademark; 2 a product line is a trademark, in which a variety of different specifications are marked with different models; 3 the same product with different quality standards adopts a dual trademark: the main trademark is the same , The sub-brands are different.

3. The selection of manufacturer's trademark and middleman's trademark. Contemporary consumers not only value the reputation of producers, but also attach great importance to the credibility of commercial enterprises. Some customers are always willing to buy goods in shops with high commercial reputation, and they may even ask which production is not. Therefore, some commercial companies prefer to sell their products under their own trademarks rather than using the manufacturers' trademarks. For manufacturing companies, if the company and its products have a high reputation, they should of course use their own trademarks to increase their market influence. If you enter an unfamiliar market, the use of middlemen’s trademarks is easier to open because you can use the long-established credibility of middlemen. However, this has strict requirements on product quality.

(III) Design and Management of Trademarks

1. Logo design. It is very important to choose and design a good brand. A good trademark contains a wealth of imagination, making full use of natural scenery, refreshing and giving people a beautiful enjoyment.
(1) novel and unique, fabled.

(2) Simple and clear, easy to identify and remember.
(3) It can imply the characteristics and uses of the product.
(4) Match the preferences of the target market.
(5) The trademark design must also comply with the relevant national regulations.

2. Trademark management. The use of trademarks is directly related to the interests of consumers, businesses and countries. In order to give full play to the role of trademarks, it is necessary to strengthen the trademark management of enterprises. The trademark management of an enterprise mainly includes three aspects:

(1) Strictly implement the trademark registration system.
(2) To comply with the provisions of the Trademark Law and to prevent misuse of trademarks. Avoid: 1 Use of unregistered trademarks; 2 Counterfeiting of trademarks already registered by other companies; 3 Change of trademark designs without authorization; 4 Trademarks registered on such products are used arbitrarily on other types of goods; A variety of trademarks are used in the same specifications, in the same quality but sold in the same area; 3 Any change of trademark; 1 A brand is down for another one, use a brand name to cover up the rough work or increase the price in disguise; 3 Transfer the registered trademark by yourself. Or buy and sell trademark paper; 3 misuse other companies to register trademarks.
(3) Establish and improve the company's trademark management system. The contents of the enterprise's trademark management system include: 1The establishment of trademark files, the trademark registration for the enterprise to apply for registration and change can be checked; 2 review the design of the trademark, the design of the trademark must not only meet the requirements of marketing, but also to meet the trademark The requirements of the law in order to successfully register; 3 often understand the effect of the use of the trademark, accumulate the data and experience of the design and use of the trademark. Section V Commodity Purchasing and Inventory Strategy

For a commercial enterprise, the sale of goods is a central part of its business activities. Therefore, its product development also translates into the purchase of goods. Commodity procurement is the starting point of its business activities.

I. Basic functions of commodity procurement

1. Expand supply and ensure supply.
2. Select the best purchase unit.
3. Prevent inferior goods from entering the circulation field.
4. Guide and foster production.

II. Principles of Commodity Purchasing The general principles on which commercial enterprises organize commodity purchases should be based on the following principles: sales are determined by sales, advances are fast and fast, sales are promoted, and sales are kept.

1. Sales will be set. Commercial companies buy to sell, and only when they can sell it, they can buy it in. Therefore, sales should be faster, sales should be slower, and sales must not move forward. This is the principle that sales are established. Due to the fact that a large number of commodities are in short supply, consumers have narrow selection space and are far from forming a "buyer's market." Therefore, it is not appropriate to "settle on demand."

2. Qin Jin quickly sold. Diligent and quick sales, that is, the organization of the purchase of goods to small batches, many varieties, short cycle. This is the principle that all commercial enterprises, including wholesale companies, should follow. The “swift multi-advancement” should also have a quantitative limit. If there is an infinite amount of money, the capital will be weighed down by one or a few kinds of commodities, which will affect the purchase of other types of commodities and cause short-term out-of-stocks. Affect the use of funds. Of course, diligence and quick sales must also take into account the requirements for the volume of economic purchases. Otherwise, frequent purchases will increase the level of fees.

3. Into the promotion. This principle is especially important for new products and less popular products. With the advent of new products and low visibility, people know little about it. Commercial companies actively purchase and vigorously organize trial marketing before they can open markets for them.

4. Store warranty. Commercial companies must maintain reasonable inventory in order to maintain the continuity of the commodity business process and supply.

Third, the volume of economic procurement

Purchasing lot refers to the quantity of goods purchased once. The volume of economic purchases refers to the purchase volume under the condition of the lowest annual total purchase cost composed of the total purchase cost and the total inventory cost. The total cost of annual purchase of a certain commodity is subject to the following factors: 1) total annual purchases; 2) expenses for each purchase of miscellaneous expenses; 3) storage costs; and 4) capital occupation expenses.

(I) Definite economic purchase volume (not required)
(II) Risk-based economic purchase batches (not required)

Fourth, commodity inventory

(a) The necessity of commodity storage and the task of inventory management

The task of commodity inventory management is to rationalize the quantity, time, and structure of commodity inventory and ensure market supply.

1. Inventory quantity is rationalized. The main factors that should be considered to maintain the inventory quantity are:

(1) Sales of goods.
(2) cycle of product reproduction.
(3) Sales speed of goods.
(4) Commodity transportation conditions.
(5) The physical and chemical properties of the product.
(6) The supply of goods.

2. The rationalization of inventory time. The main factors that should be considered to rationalize inventory time are:

(1) The seasonality of commodity consumption.
(2) Guaranteed storage period.
(3) The last four factors that should be considered in rationalizing the inventory quantity.

3. The rationalization of the inventory structure. Regular inventory checking, comparison with commodity sales, queuing analysis of inventory structure, promptly reporting feedback to decision-making departments and sales departments, seizing the timing of marketable goods, and decisively handling unsalable goods to reduce capital pressure. Make the inventory structure lighter.

(II) Types of commodity inventory and reasonable inventory

Commercial enterprise commodity inventory is generally divided into three categories, namely, revolving inventory, seasonal inventory, and dedicated inventory.

(iii) Dynamic control of commodity inventory (know, do not require)

1. ABC classification control method 2. Regular inventory control method 3. Quantitative Inventory Control