不干胶标签市场经过多年的发展,已经进入产品生命周期成熟期,市场参与者众多,
行业竞争激烈,产品同质化严重,价格也随之下降,企业利润增长速度逐步减慢;同时
一些新的标签技术得到了快速发展,如膜内标、RFID(射频标签)等;数码印刷技术的快
速发展对传统的印刷技术来讲也是一场巨大的挑战。在这个充满机遇与变革的时代里,
如何快速获得竞争优势、迅速扩大市场占有率、实现品牌溢价是摆在所有行业参与者面
前的一个艰巨的课题。本文将以安妮公司不干胶标签产品为主要研究对象,详细分析不
干胶标签在产品生命周期成熟期的市场特征,并结合安妮公司愿景,归纳出一套切实可
行的产品差异化策略:以产品整体概念为研究框架,从核心产品、形式产品以及附加产
品三个层次展开研究,拟定出一套涵盖技术创新、产品功能、品牌形象、质量、包装、
服务、价格、渠道以及促销等方面的差异化策略。希望这些策略能够帮助安妮公司在制
定不干胶标签的市场营销战略上有所启发。
关键词:不干胶标签;产品生命周期;产品差异化策略
Product Differentiation strategy Research Of Label For Anny Company
Abstract
Label is widely used in every industry, and it has became the most important carrier of
product information. In past 5 years, the growth rate of global labels market was over 7% and
over 20% in China market. Although the label market is gradually saturated, but with the
rapid development of the domestic cconomy and domestic consumption policy stimulation,
the capacity of China label market will keep increasing from 21 billions square meters in
2012 to 45 billions square meters in 2017. And label market will keep a stable moderate-speed
(8%-l 2%) in the next 5-10 years.
Label market has already gone into the maturation stage of product life cycle : more and more
competitors go into the market, the phenomenon of product homogeneity bccomc increasingly
serious, the price of label drops down, and the profit of enterprises drops down too; in the
meantime, some new label technologies have been gaining steam rapidly, for example RI:ID;
digital printing technology is also a huge challenge to machinc printing. All of those arc
daunting challenges to all label manufacturers. So the major and urgent task facing to all label
manufacturers is how to got competitive edge. By the deep research to the market
characteristics of the maturation stage of labels, we find that product differentiation strategy is
a right way to success. As a classic marketing theory, product differentiation strategy is by
creating particularity to attract customers, and make differentiations to distinguish with other
similar products.
In this paper, the label product of Anny company was the main objective for my study. Based
on product differentiation theory as well as the current domestic marketing environment,
brand competition analysis and marketing strategy analysis, summarize a set of products
differentiation strategy for Anny company: on the basis of product theory, put the research on
this issue into three level: core product、formal product and additional product, summarized a
set of product differentiation strategy, including these factors as below: technological
innovation、product function、brand image、quality、package service、price、channel and
promotion. And I hope it could provide some clicitation on their marketing strategy making.
Keywords: Label products; Product life cycle; Product differentiation strategy
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