包裝設(shè)計(jì)外文資料翻譯包裝對(duì)食品發(fā)展的影響

1、附件1：外文資料翻譯譯文包裝對(duì)食品發(fā)展的影響一個(gè)消費(fèi)者對(duì)某個(gè)產(chǎn)品的第一印象來(lái)說(shuō)包裝是至關(guān)重要的，包括溝通的可取性，可接受性，健康飲食形象等。食品能夠提供廣泛的產(chǎn)品和包裝組合，傳達(dá)自己加工的形象感知給消費(fèi)者，例如新鮮包裝/準(zhǔn)備，冷藏，冷凍，超高溫?zé)o菌，消毒（滅菌），烘干產(chǎn)品。食物的最重要的質(zhì)量屬性之一，是它的味道，其影響人類的感官知覺(jué)，即味覺(jué)和嗅覺(jué)。味道可以很大程度作退化的處理和/或擴(kuò)展存儲(chǔ)。其他質(zhì)量屬性，也可能受到影響，包括顏色，質(zhì)地和營(yíng)養(yǎng)成分。食品質(zhì)量不僅取決于原材料，添加劑，加工和包裝的方法，而且其預(yù)期的貨架壽命（保質(zhì)期）過(guò)程中遇到的分布和儲(chǔ)存條件的質(zhì)量。越來(lái)越多的競(jìng)爭(zhēng)當(dāng)中，食品生產(chǎn)商，零

2、售商和供應(yīng)商；和質(zhì)量審核供應(yīng)商有顯著提高食品質(zhì)量以及急劇增加包裝食品的選擇。這些改進(jìn)也得益于嚴(yán)格的冷藏鏈中的溫度控制和越來(lái)越挑剔的消費(fèi)者。保質(zhì)期的一個(gè)定義是：在食品加工和包裝組合下，在食品的容器和條件，在銷售點(diǎn)分布在特定系統(tǒng)的時(shí)間能保持令人滿意的食味品質(zhì)。保質(zhì)期，可以用來(lái)作為一個(gè)新鮮的概念，促進(jìn)營(yíng)銷的工具。延期或保質(zhì)期長(zhǎng)的產(chǎn)品，還提供產(chǎn)品的使用時(shí)間，方便以及減少浪費(fèi)食物的風(fēng)險(xiǎn)，消費(fèi)者和/或零售商。包裝產(chǎn)品的質(zhì)量和保質(zhì)期的主題是在第3章中詳細(xì)討論。包裝為消費(fèi)者提供有關(guān)產(chǎn)品的重要信息，在許多情況下，使用的包裝和/或產(chǎn)品，包括事實(shí)信息如重量，體積，配料，制造商的細(xì)節(jié)，營(yíng)養(yǎng)價(jià)值，烹飪和開放的指示，除了

3、法律準(zhǔn)則的最小尺寸的文字和數(shù)字，有定義的各類產(chǎn)品。消費(fèi)者尋求更詳細(xì)的產(chǎn)品信息，同時(shí)，許多標(biāo)簽已經(jīng)成為多語(yǔ)種。標(biāo)簽的可讀性是為視障人士的問(wèn)題，這很可能成為一個(gè)對(duì)越來(lái)越多的老年人口越來(lái)越重要的問(wèn)題。食物的選擇和包裝創(chuàng)新的一個(gè)主要驅(qū)動(dòng)力是為了方便消費(fèi)者的需求。這里有許多方便的現(xiàn)代包裝所提供的屬性，這些措施包括易于接入和開放，處置和處理，產(chǎn)品的知名度，再密封性能，微波加熱性，延長(zhǎng)保質(zhì)期等。在英國(guó)和其他發(fā)達(dá)經(jīng)濟(jì)體顯示出生率下降和快速增長(zhǎng)的一個(gè)相對(duì)富裕的老人人口趨勢(shì)，伴隨著更加苛刻的年輕消費(fèi)者，他們將要求和期望改進(jìn)包裝的功能，如方便包揭開（百貨配送研究所，IGD）。對(duì)零售商而言存在有一個(gè)高的成本，供應(yīng)和服

4、務(wù)的貨架體系。沒(méi)有儲(chǔ)備足夠的產(chǎn)品品種或及時(shí)補(bǔ)充庫(kù)存，特別是副食品，如鮮牛奶，可能導(dǎo)致客戶不滿和流失到競(jìng)爭(zhēng)對(duì)手的商店，這正需要保證產(chǎn)品供應(yīng)。現(xiàn)代化的配送和包裝系統(tǒng)，允許消費(fèi)者在購(gòu)買食品時(shí)，他們希望在他們想任何時(shí)間地點(diǎn)都能享用。近幾年消費(fèi)者的選擇已在急劇擴(kuò)大。例如在英國(guó)，20世紀(jì)60年代和90年代之間在一般超市的產(chǎn)品線的數(shù)量從2000年左右上升到超過(guò)18000人（INCPEN）。自20世紀(jì)70年代以來(lái)，食品衛(wèi)生和安全問(wèn)題已成為日益重要的關(guān)注和選擇食物的驅(qū)動(dòng)力。媒體所關(guān)注的一系列問(wèn)題，如使用化學(xué)添加劑和食品污染事故已警示消費(fèi)者，這些事件都是故意的，惡意篡改的，和在生產(chǎn)過(guò)程意外發(fā)生的。然而，許多消費(fèi)者

5、都沒(méi)有充分認(rèn)識(shí)到包裝在維護(hù)食品安全和質(zhì)量過(guò)程中的重要作用。明顯更改之后的包裝迅速推出，不僅為了保護(hù)消費(fèi)者，而且為了品牌的一個(gè)效果，一直是許多預(yù)包裝食品。另一個(gè)影響一直激勵(lì)消費(fèi)者注重保質(zhì)保鮮、最小加工和對(duì)產(chǎn)品的原產(chǎn)地（OECD）的標(biāo)準(zhǔn)給予更多的關(guān)注。消費(fèi)者直接通過(guò)他們的購(gòu)買方式和它們所產(chǎn)生的包裝廢棄物對(duì)環(huán)境的影響。消費(fèi)者購(gòu)買包裝作為產(chǎn)品的一部分，包裝的重量，多年來(lái)，所包含的產(chǎn)品，相對(duì)下降。然而，消費(fèi)模式產(chǎn)生了更大容量的包裝，由于人口結(jié)構(gòu)的變化和生活方式的變化，這些情況使得包裝體積，而不是包裝的重量，正成為吸引公眾關(guān)注的關(guān)鍵。此外，朝預(yù)包裝食品和食品包裝服務(wù)的發(fā)展趨勢(shì)，增加了塑料包裝廢棄物進(jìn)入固體

6、廢物流的金額。零售商和制造商所使用的營(yíng)銷策略之一，是對(duì)環(huán)境的兼容性。然而，消費(fèi)者往往混淆或發(fā)現(xiàn)它很難界定什么是對(duì)環(huán)境負(fù)責(zé)的或友好的包裝。正是這種缺乏明確的含義，至今無(wú)法利用，以使零售商和包裝公司獲得競(jìng)爭(zhēng)優(yōu)勢(shì)。消費(fèi)者需要明確的信息來(lái)指導(dǎo)他們的行動(dòng)，使大多數(shù)的人差異化。包裝鏈的各部門負(fù)責(zé)解釋的職能和自身包裝的好處，廠家銷售好的包裝，他們的客戶，產(chǎn)品的廠家，但這一特定的信息到達(dá)最終顧客相對(duì)較少。包裝在現(xiàn)代快速消費(fèi)品零售上的發(fā)展，反過(guò)來(lái)成了促使以滿足其需求的演變的關(guān)鍵。最重要的發(fā)展為食品包裝行業(yè)已出現(xiàn)大型零售集團(tuán)。這些群體產(chǎn)生巨大的影響和控制生產(chǎn)什么，如何介紹產(chǎn)品和它們是如何分配商店的。大型零售商處理

7、的包裝食品雜貨市場(chǎng)的主要份額對(duì)食品生產(chǎn)廠家相關(guān)的包裝供應(yīng)商施加相當(dāng)大的影響。因此，重要的包裝供應(yīng)商充分了解市場(chǎng)需求和快速響應(yīng)變化。此外，買方力量集中在零售層面是指制造商可能需要修改它們的分布和包裝業(yè)務(wù)反應(yīng)的結(jié)構(gòu)變化的零售。論包裝多種食品零售環(huán)境可考慮其在品牌競(jìng)爭(zhēng)和零售物流中的作用。在食品銷售流通中一個(gè)重要的關(guān)鍵，一個(gè)品牌的成功，或僅僅是生存在一個(gè)高度競(jìng)爭(zhēng)的市場(chǎng)，包裝起著至關(guān)重要的作用。包裝設(shè)計(jì)創(chuàng)新存在于一線之間的競(jìng)爭(zhēng)品牌的主要零售商和產(chǎn)品制造商，已在近年來(lái)推動(dòng)巨大的零售增長(zhǎng)，行業(yè)激烈的競(jìng)爭(zhēng)和日益苛刻和復(fù)雜的消費(fèi)者。在個(gè)人品牌/產(chǎn)品的基礎(chǔ)上，成功取決于產(chǎn)品制造商的快速創(chuàng)新的反應(yīng)的主要趨勢(shì)。一個(gè)最

8、有效的回應(yīng)方式是通過(guò)獨(dú)特的包裝，這已經(jīng)成為一個(gè)品牌成功關(guān)鍵因素。零售商自有品牌產(chǎn)品與制造商的品牌在幾乎每一個(gè)產(chǎn)品類別競(jìng)爭(zhēng)激烈。品牌差異化可以提高創(chuàng)新的包裝設(shè)計(jì)，賦予審美和/或功能屬性。包裝在預(yù)測(cè)零售商的形象，贏得競(jìng)爭(zhēng)優(yōu)勢(shì)方面起著重要的支撐作用。一般零售商自己的品牌形象的目的是積極的消息，如高品質(zhì)的，健康的飲食，新鮮，環(huán)保意識(shí)還是物有所值的整體。例如，零售商是熱衷于環(huán)保意識(shí)，推動(dòng)部分為可生物降解、可堆肥包裝成長(zhǎng)的利基市場(chǎng)，他們正在使用它作為與客戶的溝通點(diǎn)。包裝與廣告是密切相關(guān)的，但它遠(yuǎn)遠(yuǎn)超過(guò)了廣告，重點(diǎn)是因?yàn)樗刻煸诩依锖驮诹闶圬浖苌舷蛳M(fèi)者介紹產(chǎn)品。商品顯示，目前用一個(gè)有吸引力的或有趣的方式和

9、媒體廣告與包裝的形象一致的包裝設(shè)計(jì)也有利于促進(jìn)品牌。品牌的擁有者是經(jīng)常負(fù)責(zé)采購(gòu)操作，促銷活動(dòng)的關(guān)鍵是通過(guò)利用有效的包裝，存在多種返還優(yōu)惠的方式，如免費(fèi)額外的產(chǎn)品，退返現(xiàn)金，特別版，新的改進(jìn)產(chǎn)品，鋁箔新鮮包裝。零售商的忠誠(chéng)卡計(jì)劃使用條碼掃描信息購(gòu)買和銷售決策，對(duì)其產(chǎn)生了很大的影響。他們的任務(wù)是更好地利用這一信息消費(fèi)行為為目的，并建立品牌忠誠(chéng)度。零售商還可以使用此信息來(lái)評(píng)估新的包裝設(shè)計(jì)有效性，返還促銷和新產(chǎn)品銷售。包裝的作用在多個(gè)零售物流配送和店內(nèi)商品有嚴(yán)格的限制。零售商是接受包裝，降低經(jīng)營(yíng)成本，增加存貨周轉(zhuǎn)率，轉(zhuǎn)化為吸引力商品顯示器 - 如預(yù)組裝或易于裝配顯示 - 滿足物流服務(wù)水平（可靠性，響應(yīng)

10、速度和產(chǎn)品的可用性）。例如，聯(lián)合運(yùn)輸銷售點(diǎn)包裝節(jié)省商店勞動(dòng)力通過(guò)更快貨架載荷，從而避免需要使用有潛在危險(xiǎn)的不安全的切割工具，提供方便的機(jī)會(huì)，并減少了污染源的可能。總經(jīng)銷成本影響，通過(guò)對(duì)價(jià)格的影響（麥金農(nóng)，1989）的需求總量。對(duì)于一些快速移動(dòng)商品型產(chǎn)品，如巴氏殺菌奶，分銷及零售商品成本產(chǎn)品總成本占高達(dá)50或更多的銷售價(jià)格通常是一個(gè)相當(dāng)大的比例。包裝材料和容器還增加了成本而設(shè)計(jì)出最佳包裝系統(tǒng)可以大大降低在零售連鎖配送的成本。發(fā)展全球食品供應(yīng)鏈意味著，許多生產(chǎn)點(diǎn)位置遠(yuǎn)離消費(fèi)點(diǎn)，往往導(dǎo)致配送成本較高。通過(guò)改善供應(yīng)鏈運(yùn)作效率，進(jìn)行分銷成本控制是一個(gè)零售商競(jìng)爭(zhēng)優(yōu)勢(shì)關(guān)鍵。零售商必須最大限度地發(fā)揮在分銷渠道

11、（西，1989年）的運(yùn)作效率。分配目標(biāo)是以最少的成本為客戶提供必要的服務(wù)水平，最具成本效益后勤包裝標(biāo)識(shí)變得更加重要。配送成本領(lǐng)域，包括倉(cāng)儲(chǔ)，庫(kù)存，運(yùn)輸，管理包裝；倉(cāng)儲(chǔ)，庫(kù)存，運(yùn)輸和儲(chǔ)存勞動(dòng)是零售商的主要成本區(qū)而運(yùn)輸，倉(cāng)儲(chǔ)包裝食品制造商主要成本區(qū)。多種零售食品供應(yīng)鏈效率依賴于零售商，食品生產(chǎn)商和包裝供應(yīng)商之間密切溝通。它還依賴于準(zhǔn)確的訂單預(yù)測(cè)可能的市場(chǎng)需求。信息技術(shù)大規(guī)模投資，使更緊密的供應(yīng)鏈的整合，并通過(guò)電子數(shù)據(jù)交換（EDI），確保股票上剛剛在實(shí)時(shí)（JIT）的基礎(chǔ)上移動(dòng)商店，出售屆滿前條形碼是一個(gè)代碼，使全行業(yè)的零售產(chǎn)品單位鑒定通過(guò)一個(gè)獨(dú)特的參考號(hào)碼，主要應(yīng)用在零售結(jié)帳電子銷售系統(tǒng)（EPOS）

12、。小學(xué)，中學(xué)和大專院校包裝使用鑒定的條形碼，使有效的分配管理和庫(kù)存控制。 附件2：外文原文FOOD PACKING TECHNOLOGYPackaging is critical to a consumers first impression of a product, communi-cating desirability, acceptability, healthy eating image etc. Food is available in awide range of product and pack combinations that convey their own proces

13、sedimage perception to the consumer e.g. freshly packed/prepared, chilled, frozen,ultra-heat treated (UHT) aseptic, in-can sterilised and dried products.One of the most important quality attributes of food, affecting human sen-sory perception, is its flavour, i.e. taste and smell. Flavour can be sig

14、nificantlydegraded by processing and/or extended storage. Other quality attributes thatmay also be affected include colour, texture and nutritional content. The qualityof a food depends not only on the quality of raw ingredients, additives, methodsof processing and packaging, but also on distributio

15、n and storage conditionsencountered during its expected shelf life. Increasing competition amongstfood producers, retailers and packaging suppliers; and quality audits of suppliershave resulted in significant improvements in food quality as well as a dramaticincrease in the choice of packaged food.

16、These improvements have also beenaided by tighter temperature control in the cold chain and a more discerningconsumer.One definition of shelf life is: the time during which a combination of foodprocessing and packaging can maintain satisfactory eating quality under theparticular system by which the

17、food is distributed in the containers and theconditions at the point of sale. Shelf life can be used as a marketing tool forpromoting the concept of freshness. Extended or long shelf life products alsoprovide the consumer and/or retailer with the time convenience of product useas well as a reduced r

18、isk of food wastage. The subject of Packaged productquality and shelf life is discussed in detail in Chapter 3. Packaging provides the consumer with important information about theproduct and, in many cases, use of the pack and/or product. These includefacts such as weight, volume, ingredients, the

19、manufacturers details,nutritional value, cooking and opening instructions. In addition to legalguidelines on the minimum size of lettering and numbers, there are definitionsfor the various types of product. Consumers are seeking more detailednformation about products and, at the same time, many labe

20、ls have becomemultilingual. Legibility of labels is an issue for the visually impairedand this is likely to become more important with an increasingly elderlypopulation.A major driver of food choice and packaging innovation is the consumerdemand for convenience. There are many convenience attributes

21、 offered bymodern packaging. These include ease of access and opening, disposal andhandling, product visibility, resealability, microwaveability, prolonged shelflife etc. Demographic trends in the age profile of the UK and other advancedeconomies reveal a declining birth rate and rapid growth of a r

22、elatively afflu-ent elderly population. They, along with a more demanding young consumer,will require and expect improved pack functionality, such as ease of packopening (The Institute of Grocery Distribution, IGD).There is a high cost to supplying and servicing the retailers shelf. Failure tostock

23、a sufficient variety of product or replenish stock in time, especially forstaple foods such as fresh milk, can lead to customer dissatisfaction anddefection to a competitors store, where product availability is assured. Mod-ern distribution and packaging systems allow consumers to buy food when andw

24、here they want them. Consumer choice has expanded dramatically in recentyears. In the UK, for example, between the 1960s and 1990s the number ofproduct lines in the average supermarket rose from around 2000 to over 18 000. Since the 1970s, food health and safety have become increasingly majorconcern

25、s and drivers of food choices. Media attention has alerted consumers toa range of issues such as the use of chemical additives and food contaminationincidents. These incidents have been both deliberate, by malicious tampering,and accidental, occurring during the production process. However, manycons

26、umers are not fully aware of the importance of packaging in maintainingfood safety and quality. One effect has been the rapid introduction of tamperevident closures for many pre-packaged foods in order to not only protect theconsumer but also the brand. Another impact has been to motivate consumerst

27、o give more attention to the criteria of freshness/shelf life, minimum processingand the products oringin.Consumers have direct environmental impact through the way theypurchase and the packaging waste they generate. Consumers purchasepackaging as part of the product and, over the years, the weight

28、of packaginghas declined relative to that of the product contained. However, consumptionpatterns have generated larger volumes of packaging due to changing demo-graphics and lifestyles. It is the volume of packaging rather than the weightof packaging that is attracting critical public attention. In

29、addition, the trendtoward increased pre-packaged foods and food service packaging hasincreased the amount of plastics packaging waste entering the solid wastestream. Packaging has been a key to the evolution of modern fast-moving consugoods retailing that in turn has spurred on packaging development

30、s to meet itsrequirements. The most significant development for the food packaging supplyindustries has been the emergence of large retail groups. These groups exertenormous influence and control over what is produced, how products are pre-sented and how they are distributed to stores. The large ret

31、ailers handle amajor share of the packaged grocery market and exert considerable influenceon food manufacturers and associated packaging suppliers. It is, therefore, important for packaging suppliers to be fully aware of market demand and respondquickly to changes. In addition, the concentration of

32、buyer power at the retaillevel means that manufacturers may have to modify their distribution andpackaging operations in response to structural changes in retailing.Packaging for fast-moving consumer goods (f.m.c.g.) has been referred to aspart of the food retail marketing mix and thus closely affec

33、ts all the othermarketing variables i.e. product, price, promotion, and place (Nickels & Jolsen, The discussion on packaging in the multiple food retail environment may beconsidered in terms of its role in brand competition and retail logistics.The role of packaging in brand competition. Packagi

34、ng plays a vital role infood marketing representing a significant key to a brands success or mere sur-vival in a highly competitive marketplace. Packaging innovation and designare in the front line of competition between the brands of both major retailersand product manufacturers, having been driven

35、 in recent years by dramaticretail growth, intense industry competition and an increasingly demanding andsophisticated consumer. On an individual product/brand basis, success isdependent on the product manufacturers rapid innovative response to majortrends. One of the most effective ways to respond

36、is through distinctive pack-aging, and this has become one key factor in the success of a brand. The retail-ers own brand products compete intensely with manufacturers brands invirtually every product category. Brand differentiation can be enhanced by drive the growing niche market for biodegradable

37、 and compostable packaging.They are using it as a point of communication with their customers.Packaging is closely linked to advertising but it is far more focused thanadvertising because it presents the product to the consumer daily in the homeand on the retail shelf. Merchandising displays that pr

38、esent the pack design inan attractive or interesting way and media advertising consistent with thepacks image also serve to promote the brand. The brand owner is frequentlyresponsible for the merchandising operation. A key to promotional activitiesis through effective use of packaging and there exis

39、t many kinds of on-packpromotions such as free extra product, money-off, special edition, new improved Bar code scanning information linked to the use of retailers loyalty cardschemes has made a big impact on buying and marketing decision-makingby retailers. Their task is to make better use of this

40、information on con-sumer behaviour for promotional purposes and to build store brand loyalty.Retailers can also use this information to evaluate the effectiveness of newpack designs, on-pack promotions and the sales appeal of new products.The role of packaging in multiple retail logistics. There are

41、 tight constraintson physical distribution and in-store merchandising. The retailer is receptiveto packaging that reduces operating costs, increases inventory turnover, trans-forms to attractive merchandising displays such as pre-assembled or easy-to-assemble aisle displays and satisfies logistics s

42、ervice levels (reliability,responsiveness and product availability). For example, combined transit andpoint-of-sale packaging saves store labour through faster shelf loading, pro-vides ease of access to product thereby obviating the need to use potentiallydangerous unsafe cutting tools, and presents

43、 an opportunity for sourcereduce.The total distribution cost affects the total volume of demand through itsinfluence on price (McKinnon, 1989). For some fast-moving commodity typeproducts, such as pasteurised milk, the cost of distribution and retail mer-chandising is usually a sizeable proportion o

44、f total product cost representingup to 50 per cent or more of the sales price. The cost of packaging materialsand containers also adds slightly to the cost but design of the optimalpackaging system can significantly reduce cost in the retail distributionchain. The development of global food supply chains has meant that manypoints of production have located further away from the points of consump-tion, often resulting in higher distribution cost.Controlling distribution cost through i