First, art packaging is a bridge between culture and business. Commercial orchid packaging is actually an art package. The blue economy and blue culture are closely linked and promote each other. We know that an idea without a theoretical pillar cannot construct practical operating rules. Orchid packaging has its own ideological and theoretical pillars. Lan culture dissemination and sales of orchids are the two major practical pillars of orchid packaging theory. Marketing and communication are the ultimate support for orchid packaging. As a commercial product, orchids must rely on marketing and blue culture. Integrated marketing and dissemination mechanisms are the basic means of realization of orchid packaging.
Second, Lan culture is the fulcrum of orchid packaging
Lan culture is the cultural packaging of orchids. Lan culture develops with the development of orchids. Without the development of orchids, there is no development of blue culture. With modern people's "packaging" concept to see the history of orchids and today's blue culture, it is not difficult to find that ancient orchids have a packaging, Confucius's "Chilan was born in the deep valley is not unmanned and not fragrant, gentleman Xiu Lide not Because of poverty, they changed their festivals," said Rand, who also said that "having a good people's place, such as entering the room of the Chilan, will not hear the smell of it for a long time." The descendants are said to have "Land is more valuable than gold." This is the packaging of orchids with the gentleman's virtue. Qu Yuan Yang Lanmingzhi and Yu Renyu are educated, and they have been used to describe Yu Lan's poetry in the poems such as Li Sao. They urge them to maintain their noble sentiments and good moral character. These thinkers, educators, and poets are Lan Yuren. What is more, it is to educate people and give orchids the moral connotation of humanity, which gives the unique cultural temperament of orchids and enables orchids to leap from the wild grass to the elegant atmosphere. In the past, the magnanimous officials and literati and smugglers wrapped up themselves and wrapped up orchids while the blue orchids were placed on the orchids, making the culture of orchids more and more rich. While developing blue culture, they also pushed the price of orchids to the extreme. In fact, this is the most typical orchid packaging. Lan culture is to use blue as a carrier and use culture to package orchids. Modern people introduce orchids through books, magazines, and the Internet. Lan culture serves the propaganda of orchids. Orchid and culture organically combine to form various types of orchid science.
Third, blue culture is also a commercial activity. Lan culture has developed into today, covering all aspects of people's daily life from the aspects of artistic cultivation and moral character. Orchids have become commodities. Today, the cultural culture of most people in the country has not progressed to the pure cultural environment of “making good people, such as entering the room of Zhilanâ€. There are many things behind the culture. For Lan culture, we cannot simply think that it is just a culture. It has spiritual enjoyment and pursuit, and it also has a book writing theory. It spreads the orchid cultivation knowledge to Lan You. Lan culture will eventually evolve into commercial behavior. Become a support point for the blue economy. Only in this way can the blue culture be more viable.
Fourth, orchid culture is the outer garment of orchids. No matter how gorgeous or how rich the packaging is, it is only a coat. If you simply leave orchids to go to Lan culture, you can only make castles in the air. Similarly, to leave the blue economy and stay away from the real Lanzhou people to talk about the Lan culture, it is only an academic exchange and it is not practical. Objectively speaking, today's orchids are blended with spiritual enjoyment and economic benefits, and are less elegant and more coppery. The reason is simple. The cultural exchange between orchids and orchids has become a commercial activity, namely the blue economy. The development of the country is inseparable from the economy. Lanyou’s friends buy blue and accept Lan culture, and it is inseparable from the economy. The orchid economy and the blue culture are two main points of the main body. The two links are interlocking and indispensable. There is a saying: Money is not a panacea, leaving money is absolutely impossible. So do Lan. Lan is a commodity that cannot be separated from the market. Lan culture is a packaging for Lan, and it is also a commodity. It also needs economic support. Lan culture and Lan economy can only be organically combined to develop in a healthy and orderly manner.
Brand management is the theoretical pillar of orchid packaging
Fifth, the name of orchids is the brand, orchid packaging is the brand management. The establishment of an orchid brand name product category management is the cornerstone of orchid packaging. It is a business model based on the brand and is the basic theoretical basis for the establishment and development of orchids. Judging from the current market practice, the brand management system of Ming Pin not only produces a large number of orchid enterprises, but also bred numerous inscriptions of orchids. It is the soul of the orchid packaging industry.
The future disputes in the orchid market must be the contention of the Ming-brand. Today, the main body of market operations has been gradually letting the orchids manage the enterprises to be located in the brand, and the era of “brand revenge†is close at hand. How to build a market management system for orchid brand products? How to improve the brand awareness and market value of Ming-brand products? All of these need to be dealt with by the name of the orchid brand packaging.
Orchid brand is not an abstract theoretical framework, nor is it an immutable stagnant water. It is composed of many new species of orchids and old species. It has a vigorous vitality and can continuously circulate life systems. As other life forms, it also has With its unique life trajectory, we must maintain the brand's growth and maturity as we love and respect life. The value of the brand is not determined by oneself, but it lives in the hearts of consumers and becomes the weight that people measure and use. The integration of marketing mechanisms in the city of Lanzhou is the basic means of achieving the branding of orchids.
At present, although the domestic blue economy has matured and formed the pattern of interaction between Jiangjin, Yunguichuan and the three major sections of Fujian and Guangdong, the actual marketing mechanism of orchids is still not perfect and sound, thus restricting the development of the Lanzhou economy. The sales of orchids are mainly stall sales and sales at Landian and Lanchang. Due to the special nature of orchid products, the flowering period is difficult, so the credibility problem in sales is very prominent. The credibility of the street sales is not high, and the sales reputation of orchids and blue farms is relatively high. In general, the sales of orchids are mainly based on traditional honesty and trust, and they look at how people buy flowers.
To integrate this kind of marketing mechanism, we must rely on the reputation of the local people, improve the identity of orchids, and strive to build the brand of orchids. The company will increase the output of competitive products on the basis of establishing the brand and create a strong market advantage. It is possible to explore a broader orchid market.
How orchids interact with blue cultures, orchids and orchids, realize the packaging of orchids, and promote the prosperity of the blue economy. This is a new topic faced by blue people. I hope this article can play a role in attracting talents, explore with the industry, and reach a consensus. .
(Jiangsu - Chen Haiyan)