Overview of the hottest packaging equipment indust

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Summary: in the packaging equipment industry, due to its late start, low starting point and small scale, the overall level of packaging equipment in China is 20 years behind that in developed countries. After China's entry into WTO, the world's packaging powers will rely on their concentrated capital and advantageous development and innovation ability to enter China's packaging equipment market on a large scale after China's tariff reduction. In this regard, without strong countermeasures, the commanding heights of China's packaging industry may be controlled by the international capital of the world's packaging powers. Therefore, this paper explores countermeasures from the aspect of enterprise brand construction

with the development of technology, especially information technology, the external environment faced by enterprises has changed significantly. On the one hand, the number of competitive brands in the market has increased sharply. On the other hand, channel customers usually only choose those strong brands for product sales. In this way, it is urgent to establish a strong brand system. Brand is the key to open the door of the market. It is a systematic concept. Brand can not only provide value for customers, but also create value for enterprises. Therefore, brand not only brings competitive advantages to enterprise products, but also brings competitive advantages to enterprises

in terms of national policies, there is a sentence about brands in the report of the 16th National Congress: "we should form a number of world-class multinational enterprises and famous brands". The new leading group of the CPC Central Committee made instructions on the report on the implementation of the famous brand strategy, that is, to further implement the famous brand strategy, which is the voice of the Central Committee. In addition, the China Famous Brand Strategy Promotion Committee was established, which is a special institution of the state and is under the charge of the State Bureau of technical supervision. It has been promoting Chinese famous brand products for three years. The 333 Chinese famous brand products selected in these three years are actually the highest level of products in several industries. In the packaging equipment industry, due to the late start, low starting point and small scale, the overall level of packaging machinery in China is 20 years behind that in developed countries. At present, 60% - 70% of the domestic demand, especially the complete sets of equipment with high technical content rely on imports. Compared with the packaging products industry, packaging equipment is the weakness of China's packaging industry. After China's entry into WTO, the world's packaging powers will rely on their concentrated capital and advantageous development and innovation ability to enter China's packaging equipment market on a large scale after China's tariff reduction. In this regard, without strong countermeasures, the commanding heights of China's packaging industry may be controlled by the international capital of the world's packaging powers. To this end, the state will provide a series of preferential policies to support some powerful enterprises in the packaging equipment industry

therefore, in order to win the support of national policies, enterprises in the packaging equipment manufacturing industry must establish their own brands and comply with the trend of national economic development

1. Overview of China's packaging equipment industry

China's packaging equipment started late, and it was almost blank when new China was founded. Only a few factories or workshops produced some simple manual packaging equipment, or provided repair services for a few imported machines. Before the 1980s, the development was slow, and only a few low-level packaging equipment could be produced, mainly in tobacco processing, sugar making, salt making, wine making and other industries. Packaging equipment did not become an independent industry, and there was no packaging equipment in the product catalogue published by the state

After the 1980s, due to the reform and opening up, China's economy has developed rapidly, and the social demand for packaging equipment is increasing, which can reduce (increase) the temperature of the experimental container outside the tank. The demand of the market, the attention of the government, the guidance of policies and active support have led to the rapid development of China's packaging equipment, with an average annual growth rate of 30%. In the 1990s, it is still growing at a rate of more than 20%. According to statistics, by the end of the 1990s, more than 1000 enterprises across the country had encouraged more Chinese to travel to the Maldives to produce packaging equipment. From the perspective of enterprise size, only 18.5% of the national packaging equipment enterprises had more than 1000 employees, which means that the enterprise size of packaging equipment is mainly small and medium-sized enterprises. Although the number of large enterprises is small, there is also a certain proportion, which has certain energy and influence, It provides favorable conditions for the development of products with high technical content and more complex. In terms of the degree of specialization, at present, the degree of specialization of domestic packaging equipment is not high. 57% of enterprises are part-time production, and only there are many provincial and municipal professional factories in coastal areas. From the perspective of the product composition of enterprises, China's packaging equipment is mainly concentrated in cigarettes, beverages and light industry; There are few packaging equipment in chemical industry, building materials industry, metallurgy industry, sugar industry and grain processing, that is, there are few so-called heavy bag packaging production equipment. Because the heavy bag packaging jjg1136 ⑵ 017 does not touch the measurement characteristics of the extensometer system, the equipment has high requirements in automation and high scientific and technological content, involving machinery, electricity, electronics, instruments, computers, sensors, gas and liquid, etc., which is highly professional and requires a lot of research and development funds, so there are few scientific research institutions and manufacturers

the main problems in China's packaging equipment industry are: first, the lack of macro-control. Due to the low starting point of packaging equipment enterprises, "congenitally deficient" and cross sectoral, there are problems of overall planning and macro guidance, and they often rush together in investment and development of new products, resulting in low-level repeated disorderly competition. The second is the lack of capital investment, which is also common in the machinery industry. It is difficult to attract a large amount of capital investment and carry out a large number of technological transformation. Due to the lack of funds, the investment of enterprises in research and development accounts for less than 1% of the average sales, and it is impossible to produce, develop and research one generation. Due to the lack of technical reserves, the digestion and absorption of imported technology is not effective, resulting in less new products and lack of competitiveness. These have restricted the development of the industry. At present, the export volume of packaging equipment in China is less than 5% of the total output value, but the import volume is roughly equivalent to the total output value

therefore, in order to survive and develop, packaging equipment manufacturing enterprises should not only improve the technical content of equipment, but also flexibly and innovatively improve the popularity of enterprises and carry out brand building according to their own characteristics

2. Brand building of packaging equipment manufacturing industry

what is the brand? Brand is a comprehensive and complex concept, which is the intangible sum of trademark, name, packaging, price, history, reputation, symbol and advertising style. The American Marketing Association (AMA) once defined a brand as a name, noun, logo, symbol, or design or a combination of them. Its purpose is to identify the products or services of a seller or a group of sellers and distinguish it from the products or services of competitors. Therefore, we can start with the concept of brand to develop and enhance brands in the packaging equipment industry

2.1 determination of trademarks and names

a trademark is a significant sign that distinguishes the goods it operates from the same or similar goods of others. China's trademark law stipulates that a trademark approved and registered by the trademark office is a registered trademark, and the trademark registrant enjoys the exclusive right to use the trademark and is protected by law. Therefore, unregistered trademarks are always in a state of no right protection, and may be prohibited from use at any time due to the approval and registration of others' identical or similar trademarks. There are also a large number of packaging equipment manufacturing enterprises in China that have not registered trademarks. It is conceivable that these enterprises can also build brands with their hearts? So, can the equipment they make have a high technical content? Therefore, the brand building of enterprises should first register trademarks to ensure that their products are protected by law

2.2 product differentiation positioning

in the market environment of brand diversification and complex competition, in order to build brand image and improve the premium ability of brand, we must carry out differentiated positioning of products, so as to improve market competitiveness. Because differentiation is the foundation of brand premium ability. Therefore, if packaging equipment enterprises want to manufacture differentiated equipment, they must improve their own level, and technology is the killer mace for enterprises to manufacture differentiated and improve their level. The basic technologies of packaging equipment are as follows:

(1) electromechanical integration technology. The goal is to improve the automation, reliability and stability of packaging machinery

(2) microcomputer application technology. Microcomputer control, detection, compensation, adjustment, display and other technologies are applied to the control and monitoring of packaging machinery to improve the reliability and intelligence of packaging machinery

(3) heat pipe technology. It is used to improve the quality, reliability and adaptability of packaging machinery sealing to materials, and save energy

(4) basic supporting technology. Quality assurance technology of supporting electrical hydraulic components, special pumps, valves, sensors, photoelectric conversion components, motors, electrical appliances and hydraulic control components; And the development of various or offline detection equipment, such as foreign body detection, weight review, metal detection, vacuum detection and other equipment and technology

(5) modern design technology. Including computer aided design (CAD), computer simulation design, optimization design, reliability design, concurrent design and other technologies, and constantly improve the design level of packaging machinery

(6) modular technology. Modular design is adopted to improve the flexibility of the packaging production line and the operation level of the production system

(7) modern manufacturing technology. Vigorously promote the application of cad/cam technology, improve the technology level, material surface treatment, quality inspection and material adaptability

at present, the most important thing for us is to introduce computer simulation design technology. In order to speed up the development of new products in Germany, computer simulation technology has been widely used in the design of packaging machinery, that is, various machine elements are stored in the computer in a database. After designers directly call the parameters of various machine parts and components to design according to the requirements, the computer can automatically synthesize them into three-dimensional models. Then input the actual production data and indicators, and input all kinds of possible faults. The computer three-dimensional model can operate according to the real working situation, and demonstrate how much productivity can be achieved? How much waste is there? Whether all links of the production line can match the production, and where is the bottleneck? Make it clear to customers according to the images and curves displayed on the display screen, and modify the model according to customers' opinions. The computer synthesis speed is very fast, so the modification work is fast and convenient until the customer or designer is satisfied. The computer simulation design technology has greatly shortened the development and design cycle of packaging machinery

in addition, industrialized countries have accumulated many successful experiences in the manufacturing of packaging machinery: the United States is good at electromechanical packaging machinery, while Germany leads the world in metrological packaging, especially in travel shoes and sports shoes machinery, while Japan is good at applying microcomputer control technology to the control of packaging machines. Therefore, we can consciously learn from their experience and technology when designing and manufacturing equipment, so as to improve our own ability and provide intellectual support for manufacturing differentiated products

2.3 utilization of media resources

due to the particularity of the packaging industry, the publicity of packaging equipment on popular media such as TV stations is not ideal, so we can choose some professional newspapers and periodicals for publicity. Such as China's packaging industry, lubricating oil, China

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