CAJ | 학술논문

标签行业技术革新和消费者包装观念的改变，给压敏标签市场带来了发展契机，其市场需求持续高速增长，但压敏标签材料生产厂家众多，竞争激烈，企业需要了解市场需求特征，制定针对性营销策略，提升企业竞争力。压敏标签材料属于中间工业品，既具有工业品的特征，又有产品高度细分、产品质量稳定性高、交付及时性强、客户服务能力强等个性化需求特征。企业要赢得竞争，采用价值竞争的营销策略是明智选择，能为客户的购买决策提供理由。价值竞争体现在压敏标签市场上不仅是价格竞争，还包括品牌、产品、服务、速度和效率等方面的营销策略运用。
표첨행업기술혁신화소비자포장관념적개변，급압민표첨시장대래료발전계궤，기시장수구지속고속증장，단압민표첨재료생산엄가음다，경쟁격렬，기업수요료해시장수구특정，제정침대성영소책략，제승기업경쟁력。압민표첨재료속우중간공업품，기구유공업품적특정，우유산품고도세분、산품질량은정성고、교부급시성강、객호복무능력강등개성화수구특정。기업요영득경쟁，채용개치경쟁적영소책략시명지선택，능위객호적구매결책제공이유。개치경쟁체현재압민표첨시장상불부시개격경쟁，환포괄품패、산품、복무、속도화효솔등방면적영소책략운용。
Pressure-sensitive label market has been brought development opportunity and its market demand has high-speed growth because of technical innovation and changes in consumers’ packaging concept. However, the manufacturers of pressure sensitive materials are numerous and have intense competition, they need to understand the market demand and make marketing strategy so as to enhance the firm competitiveness. Pressure-sensitive label material belongs to intermediate industrial product, it not only has the characteristics of industrial products, but also has individualized demand characteristics such as product segmentation,high stability of product quality, timely delivery and strong customer service capabilities etc. Enterprise should draw up value competition marketing strategy to win the competition. The value competition reflected in the pressure-sensitive label market is not only price competition, but also the multi-angle and comprehensive marketting strategy, including brand, product, service, speed and efficiency.