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The Power of a Package Product Claims Drive Purchase Decisions



Abstract:

This research focuses on the new product packaging requirements, and the value of these claims trends affecting the company. Evidence revealed different influence of three types of packaging requirements: nutrition, environment and production. The result of the current study also identified an increasingly popular trend toward introducing multiple claims simultaneously on the same package. The current study also found that the ever popular trend in the same package introducing the various requirements at the same time. The evidence of theory and practice confirm that these claims related to the value of a company.

Summary

This research focuses on trends in new-product packaging claims and how such claims influence firm value. New product might have a comparative advantage, or if it provides distinctive benefits or better meet customer demand better than existing products. Packaging, in fact, is a form of advertising, marketing efforts in support of new products have vast influences on performance. The authors observed differences in groupings across sectors, with similar patterns in the food, canned, cereal, and beverage groups and analyzed the evolution of claims using deterministic trend analyses that enabled checks for systematic and continuing increases (or decreases) in the use of particular claims by new products over time.

Existing arguments about consumers’ environmental, nutrition, and health concerns imply firms should pursue a preferred market position by using advertising claims and thus improve their firm value. More research to understand manufacturers’ practices and their effects on firm performance is needed. In particular, this research identified a trend toward introducing multiple claims on the same package. The results specifically pointed to a tendency to use more and more claims on the same packaging at the same time, even though such usage may have created some communication risk. In examining different types of claim in the study period, the authors found positive nutritional attribute claims increased, especially those related to the presence of high vitamins or fiber. The current study demonstrated that the product packaging in some cases provided simultaneous claims that referred to nutritional, environmental, and production advantages; more research is needed to investigate whether there is an optimal number of claims for different kinds of product packaging.








现代中介型平台企业竞争策略研究基于双边市场理论的分析

摘 要

本文基于对中介型平台企业的双边市场的研究，将现代中介型平台企业分为综合型和细分型两大类，运用双边市场相关理论提出了综合型和细分型中介平台企业有效竞争的策略，又强调细分型服务平台企业要提高差异化程度，提高企业自身的不可替代性，而新创细分型中介平台企业则需要注重在服务产品方面的创新力度，扩大用户群基础，从而提高竞争能力。

总 结：

本文在导论后简介了双边市场理论的提出以及该理论的发展历程。国内外学者都对双边市场进行过深入的研究，并给出了相应的定义：两组参与者需要通过中间层或平台进行交易，而且一组参与者加入平台的收益取决于加入该平台另一组参与者的数量，这样的市场称作双边市场。现实中典型的双边市场有中介产业、银行卡产业和操作系统等，引出了本文的研究对象——中介企业。第三部分对中介平台企业进行介绍，并按照服务的地区行业和目标市场等把现代的中介型平台企业分为综合型中介平台企业和细分型平台企业。

第四部分提出了中介型平台企业竞争策略。运用双边市场相关理论，提出了综合型和细分型中介平台企业有效竞争的策略。在不考虑其企业生命周期阶段时，综合型平台企业竞争策略主要包括价格竞争策略和竞合策略。价格策略是具有双边市场特征的平台企业首要的竞争策略，它比单边市场中价格制定的影响更为深远。竞合策略主要讨论现代中介型平台间、平台与平台用户竞争与合作的可能性以及对于每个平台来说如何在合作中竞争。在平台竞争中，除了要提高服务产品的竞争优势外，还要提高平台的声望和品牌影响力。细分型中介平台企业竞争策略主要有差异化策略和进入策略。对于细分型的中介型平台企业由于其服务对象往往是具有某些细分特性，所以提出差异化战略。进入策略关注的是后进入的细分型中介平台企业，主要关注两个问题进入：市场的选择和吸引用户加入平台。

第五部分结语对全文进行总结，指出本文主要是作定性分析，并未结合双边市场相关理论给出具体的模型和影响系数，对现代中介型服务平台制定企业策略的参考价值有限，希望在未来的研究中能够进一步完善这一内容。

本文来源：https://www.wddqxz.cn/470b2b5c783e0912a2162a5f.html