【正文】 范圍的選擇 。如果所有的 產(chǎn)品 是好的，都不遜色，賣(mài)家如何 讓消費(fèi)者產(chǎn)生對(duì)自己產(chǎn)品的 偏好？他是如何區(qū)分的？ 包裝 在這一過(guò)程中起著很大的作用。 包密集型發(fā)達(dá)國(guó)家有時(shí)也批評(píng)了包裝，當(dāng)然不存在過(guò)度包裝。然而，北美也享有世界上最便宜的食品，要求我們的可支配收入僅約 11 至 14％。歐洲食品成本是可支配收入的約 20％，而在欠發(fā)達(dá)國(guó)家的食品可以支配 家庭收入的 95％。 4. 國(guó)內(nèi)外包裝機(jī)械現(xiàn)狀及 發(fā)展趨勢(shì) 在世界范圍內(nèi)，包裝機(jī)械工業(yè)的發(fā)展歷史比較短些，科學(xué)技術(shù)發(fā)達(dá)的歐美各國(guó)大體上是在 20 世紀(jì)起步的，及至 50 年代步伐才開(kāi)始大為加快。 4 從 20 世紀(jì)初到第二次世界大戰(zhàn)大戰(zhàn)結(jié)束前，在醫(yī)藥、食品、卷煙、火柴、日用化工等工業(yè)部門(mén)實(shí)現(xiàn)了包裝作業(yè)的機(jī)械化； 50 年代，包裝機(jī)的廣泛采用以普通電開(kāi)關(guān)和電子管為主要元件的控制系統(tǒng)，實(shí)現(xiàn)了初級(jí)自動(dòng)化； 60 年代，包裝機(jī)中采用機(jī)電光液氣綜合技術(shù)明顯增多，機(jī)種進(jìn)一步擴(kuò)大，在此基礎(chǔ)上實(shí)現(xiàn)了專(zhuān)用的自動(dòng)包裝線(xiàn)；70 年代，將微電子技術(shù)引入自動(dòng)化包裝機(jī)和包裝線(xiàn)，實(shí)現(xiàn)了有電子計(jì)算機(jī)控制的包裝生產(chǎn) 過(guò)程；從 80 年代到 90 年代初開(kāi)始，在某些包裝領(lǐng)域里將微機(jī)、機(jī)器人更多地應(yīng)用到供送、檢測(cè)、管理等方面，準(zhǔn)備向柔性自動(dòng)包裝線(xiàn)和“無(wú)人化”自動(dòng)包裝車(chē)間過(guò)度。 由于社會(huì)上各方面的積極推動(dòng)和有力配合，逐步建立起包裝材料、包裝印刷、包裝機(jī)械等生產(chǎn)部門(mén)和與之相適應(yīng)的科研、設(shè)計(jì)、教育、學(xué)術(shù)、管理等組織機(jī)構(gòu)，進(jìn)而形成了獨(dú)立完整的包裝輕工業(yè)體系，且在整個(gè)國(guó)民經(jīng)濟(jì)中占據(jù)著重要地位。根據(jù)近幾年的資料得知，世界包裝聯(lián)盟成員國(guó)包裝工業(yè)的總產(chǎn)值大約占國(guó)民經(jīng)濟(jì)總產(chǎn)值的 2%左右；其中包裝機(jī)械所占的比重雖然不算大，但發(fā)展迅猛，平均每年幾乎以10%左右的速率增長(zhǎng)。現(xiàn)在投產(chǎn)使用的包裝機(jī)已超過(guò)了千余種，同時(shí)包裝聯(lián)合機(jī)及自動(dòng)化的配套設(shè)備已于單機(jī)等量齊觀了。根據(jù)世界新技術(shù)革命的發(fā)展趨勢(shì)，預(yù)料包裝材料以及與此緊密相關(guān)的包裝工藝和包裝機(jī)械將會(huì)取得新一步的突破，并且?guī)?dòng)更多產(chǎn)業(yè)部門(mén)進(jìn)入包裝行業(yè)。 中國(guó)包裝技術(shù)協(xié)會(huì)于 1980 年成立。不久，中國(guó)包裝總公司也相繼誕生。此后，在國(guó)內(nèi)陸續(xù)地舉辦了全國(guó)性和國(guó)際性的包裝機(jī)械展覽會(huì)、學(xué)術(shù)研討會(huì)，還出版了我過(guò)有史以來(lái)第一部《中國(guó)包裝年鑒》及其他包裝技術(shù)書(shū)刊。這一切都標(biāo)志著中國(guó)正在開(kāi)創(chuàng)一個(gè)嶄新的包裝歷史時(shí)期。 5 附件 2：外文原文 （復(fù)印件） 陳滿(mǎn)儒主編 《包裝工程英語(yǔ)》陜西：陜西科技大學(xué) . 1999 Modern Packaging 1. Changing Needs and New Roles Looking back, historical changes are understandable and obvious. That all of them have had an impact on the way products are brought, consumed and packaged is also obvious. What is not so obvious is what tomorrow will bring. Yet, it is to the needs, markets, and conditions of tomorrow that packaging professionals must always turn their attention. The forces that drove packaging during the Industry Revolution continue to operate today. The consumer society continues to grow and is possibly best described by a 1980s bumper sticker, “Born to Shop”. We consume goods today at a rate 4 to 5 times greater than we did as recently as 1935. Most of these goods are not essential to survival。 they constitute what we may call “the good life”. In the second half of the 20th century, the proliferation of goods was so high that packaging was forced into an entirely new role, that of providing the major purchase motivation rather than presenting the goods itself. On a shelf of 10 peting products, all of them similar in performance and quality, the only method of differentiating became the package itself. Marketer aimed at lifestyles, emotional values, subliminal images, features, 6 and advantages beyond the basic product itself anything that would make a shopper’s hand reach for their product rather than the petitor’s. In some in instances, the package has bee the product, and occasionally packaging has bee entertainment. A brand product to carry the product manufacturer or product sales of the retailer39。s label, usually by the buyer as a quality assessment guidance. In some cases, peting brands of product quality is almost no difference, a difference is the sale of its packaging. An interesting visually attractive packaging can give a key marketing advantage and convince impulse spending. However, the packaging should accurately reflect the quality of products / brand value in order to avoid the disappointment of consumers, encourage repeat purchases and build brand loyalty. Ideally, the product should exceed customer expectations. 2. Packaging and the Modern Industrial Society The importance of packaging to a modern industrial society is most evident when we examine the foodpackaging secto