Talking about the Packaging of Orchid

First, art packaging is a bridge between culture and commerce. Commercial orchid packaging is actually a kind of artistic packaging. Closely link orchid economy and orchid culture, and promote each other. We know that it is impossible to construct practical operating rules without a theoretical pillar. Orchid packaging has its own ideological fulcrum and theoretical pillar. The spread of orchid culture and the sale of orchid inscriptions are the two practical pillars of orchid packaging theory. Marketing and communication are the ultimate support of orchid packaging. As commercial products, orchid inscriptions must rely on marketing and orchid culture communication. Integrated marketing and communication mechanism is the basic means to realize orchid packaging.

Second, Orchid Culture is the ideological fulcrum of Orchid Packaging

Orchid culture is the cultural packaging of orchids. The development of orchid culture depends on the development of orchids. Without the development of orchids, there would be no development of orchid culture. Using the modern concept of "packaging" to look at the history of orchids and today's orchid culture, it is not difficult to find that ancient orchids have packaging. Confucius'"Zhilan was born in a deep valley is not unmanned but not fragrant, and the gentleman's cultivation and virtue is not changed because of poverty." Shi Goland also said, "good human settlements, such as entering the room of Zhilan, do not hear its fragrance over time, and become with it." Future generations have the saying that "Rand is more valuable than gold", which is precisely the packaging of orchids with the virtue of a gentleman. Qu Yuan nurtures orchid Mingzhi, educates people like Lanhui, and in Lisao and other poems, he repeatedly uses Lan Hui to describe himself, urging himself to maintain noble sentiments and good morality. these thinkers, educators and poets use orchids to educate people, give orchids humanized moral connotations, endow orchids with unique cultural temperament, and make orchids leap to the hall of elegance from wild grass. While praising orchid and praising orchid, the dignitaries and scholars of all ages packaged the orchid as well as orchid, so that the cultural heritage of orchid became stronger and stronger. While they are developing the orchid culture, they also push the orchid price to the extreme. In fact, this is the most typical orchid packaging. Orchid culture is to take orchid as the carrier and use culture to package orchids. Modern people introduce orchids through books, magazines, the Internet and other media. Orchid culture serves for the promotion of orchids. Orchids and culture are organically combined to form all kinds of orchids.

Third, orchid culture is also a commercial act. With the development of orchid culture today, it covers all aspects of people's daily life from the aspects of artistic accomplishment, moral character and so on. Orchids have become a commodity. Today, most of the cultural accomplishment of the orchid people has not improved to the pure cultural level of "getting acquainted with good people, such as entering the room of Zhilan." There are many things behind the culture. As for orchid culture, we cannot simply think that it is just a kind of culture. It has spiritual enjoyment and pursuit, and there is also a trend of writing books and spreading orchid cultivation knowledge to orchid friends. Orchid culture will eventually evolve into commercial behavior and become the supporting point of orchid economy. Only in this way can orchid culture have more vitality.

Fourth, orchid culture is also the coat of orchids, no matter how gorgeous the packaging is and how varied it is, it is only a coat. If you leave the orchid itself to simply talk about orchid culture, it can only be castles in the air. Similarly, leave the orchid economy, away from the reality of the orchid people to talk about orchid culture, it is only academic exchanges, very impractical. Objectively speaking, today's orchids, spiritual enjoyment and economic benefits blend, less elegant and more copper flavor. The reason is very simple, orchid and orchid cultural exchange has become a commercial behavior, that is, orchid economy. The development of the country is inseparable from the economy, and orchid friends can not buy orchids and accept the edification of orchid culture. Orchid economy and orchid culture are two points of the same subject, and the two links are interlinked and indispensable. There is a saying: money is not everything, but you can't do it without it. So is Lan. Orchid is a commodity, inseparable from the market. Orchid culture, as the packaging of orchid, is also a commodity, and it also needs the support of economy. Only when orchid culture and orchid economy are combined organically can they develop healthily and orderly.

Brand management is the theoretical pillar of orchid packaging

Fifth, orchid inscription is the brand, orchid packaging is the brand management. Establishing the classified management of orchid brand inscriptions is the cornerstone of orchid packaging, it is the operation mode based on the brand, and it is the basic theoretical basis for the establishment and development of orchid inscriptions. From the current market practice, Ming Pin brand management system, not only created a large number of orchid enterprises, but also gave birth to countless orchid inscriptions, it is the soul of orchid packaging industry.

The future competition in the orchid market must be the dispute over the brand of Ming Pin. Nowadays, the main body of the market has gradually given way to the brand by the orchid management enterprise, and the era of "brand play" is close at hand. How to construct the market management rule of orchid inscription brand from a strategic position? How to comprehensively improve the brand awareness and market value of Ming Pin? All these need to be solved by orchid inscription brand packaging and management classification.

Orchid inscription brand is not an abstract theoretical framework, nor is it an immutable backwater, but a life system composed of many old orchid varieties and new products, which has exuberant vitality and can be cycled continuously. like other ways of life existence, it also has its own unique life trajectory, and we should maintain the growth and maturity of the brand like care and respect for life. The value of the brand is not determined by itself, but lives in the hearts of consumers and becomes a weight for people to measure and use. The integration of marketing mechanism in Orchid City is the basic means to realize the brand packaging of orchid inscriptions.

At present, although the domestic orchid economy is mature and forms a pattern of interaction among Jiangjian, Yunguichuan and Fujian and Guangdong, the marketing mechanism of orchids is still not perfect and sound, which restricts the development of orchid economy. Orchid sales are mainly ground stall sales and orchid shop, orchid market sales. Due to the particularity of orchid products, florescence is rare, so the problem of reputation in sales is very prominent. The credibility of stall sales is not high, orchid and orchid market sales reputation is relatively high. Generally speaking, orchid sales are mainly based on traditional integrity, depending on the way people buy flowers.

In order to integrate this marketing mechanism, we must rely on the reputation of the orchid people, improve the logo of orchid inscriptions, strive to build the brand of orchid inscriptions, and increase the output of leading products on the basis of establishing the brand to form a strong market advantage. only in this way is it possible to open up a broader orchid market.

Orchid and orchid culture, orchid people and orchid inscriptions how to interact, realize the packaging of orchids and promote the prosperity of orchid economy is a new issue faced by orchids. I hope this article can play a role in attracting jade, explore with people in the industry and reach a consensus. (Jiangsu-Chen Haijiao)