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英文文献翻译
1.1 Modern Packaging
Author
：
Abstract
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 1988s 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 motivation rather
than presenting the goods itself. On a
shelf of 10 competing 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,
and
advantages
beyond
the
basic
product
rather
than
the
competitor’s.
In
some
in
instances,
the
package
has
become
the
product,
and occasionally
packaging has become entertainment.
A
brand
product
to
carry
the
product
manufacturer
or
product
sales
of
the
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retailer’s
label,
usually
by
the
buyer
as
a
quality
assessment
guidance.
In
some
cases,
competing
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
food-packaging sector. Food is organic in nature,
having an animal or plant source. One
characteristic of such organic
matter
is that, by and large, it has a limited natural
biological life.
A cut of meat, left to
itself, might be unfit for human consumption by
the
next
day.
Some
animal
protein
products,
such
as
seafood,
can
deteriorate within
hours.
The
natural
shelf
life
of
plant-based
food
depends
on
the
species
and
plant
involved.
Pulpy
fruit
portions
tend
to
have
a
short
life
span,
while
seed
parts,
which
in
nature
have
to
survive
at
least
separated
from
the
living
plant
are usually short-lived.
In
addition
to
having
a
limited
natural
shelf
life,
most
food
is
geographically and
season-ally specific. Thus, potatoes and apples
are
grown in a few North American
geographical regions and harvest during a
short maturation period. In a world
without packaging
，
we would
need to
live at the point of harvest to
enjoy these products, and our enjoyment
of them would be
restricted
to
the
natural biological
life
span of each.
It is by
proper storage, packaging and transport techniques
that we are
able to deliver fresh
potatoes and apples, or the products derived from
them,
throughout
the
year
and
throughout
the
country.
Potato-whole,
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canned, powdered, flaked, chipped,
frozen, and instant is available,
anytime,
anywhere.
This
ability
gives
a
society
great
freedom
and
mobility.
Unlike
less-developed
societies,
we
are
no
longer
restricted
in
our
choice
of
where
to
live,
since
we
are
no
longer
tied
to
the
food-producing
ability
of an area. Food production becomes
more specialized and efficient with
the
growth of packaging. Crops and animal husbandry
are moved to where
their production is
most economical, without regard to the proximity
of
a market. Most important, we are
free of the natural cycles of feast and
famine
that
are
typical
of
societies
dependent
on
natural
regional
food-producing
cycles.
Central
processing
allows
value
recovery
from
what
would
normally
be
waste
by
products
of
the
processed
food
industry
from
the
basis
of
other
sub-
industries. Chicken feathers are high in protein
and, properly mill
and
treated,
can
be
fed
back
to
the
next
generation
of
chickens.
Vegetable
waste
is
fed
to
cattle
or
pigs.
Bagasse,
the
waste
cane
from
sugar
pressing,
is a source of
fiber for papermaking. Fish scales are refined to
make
additives for paints and nail
polish.
The
economical
manufacture
of
durable
goods
also
depends
on
good
packaging.
A
product's cost is directly related to production
volume. The business
drive to reduce
costs in the supply chain must be carefully
balanced
against
the
fundamental
technical
requirements
for
food
safety
and
product
integrity,
as
well
as
the
need
to
ensure
an.
efficient
logistics
service.
In
addition,
there
is
a
requirement
to
meet
the
aims
of
marketing
to protect and project brand image
through value-added pack design. The
latter
may
involve
design
inputs
that
communicate
distinctive,
aesthetically pleasing, ergonomic,
functional and/or environmentally
aware
attributes. But for a national or international
bicycle producer
to succeed, it must be
a way of getting the product to a market, which
may
be
half
a
world
away.
Again,
sound
packaging,
in
this
case
distribution
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packaging, is a key part of
the system.
Some industries could not
exist without an international market. For
example, Canada is
a
manufacturer of irradiation equipment, but the
Canadian market (which would account
for perhaps one unit every several
years)
could
not
possibly
support
such
a
manufacturing
capability.
However,
by
selling
to
the
world,
a
manufacturing
facility
becomes
viable.
In
addition
to
needing
packaging
for
the
irradiation
machinery
and
instrumentation, the
sale of irradiation equipment requires the sale
packaging
and
transport
of
radioactive
isotopes,
a
separate
challenge
in
itself. In response to changing
consumer lifestyles, the large retail
groups
and
the
food
service
industry
development.
Their
success
has
been
involved in a
competition fierce hybrid logistics, trade,
marketing and
customer service
expertise, all of which is dependent on the
quality of
packaging. They have in part
led to the expansion of the dramatic range
of
products
offered,
technology
innovation,
including
those
in
the
packaging. Supply retail, food
processing and packaging industry will
continue
to
expand
its
international
operations.
Sourcing
products
around
the world more and
more to
assist
in
reducing trade barriers. The impact
of
the
decline
has
been
increased
competition
and
price
pressure.
Increased
competition
led
to
the
rationalization
of
industrial
structure,
often in the form of mergers and
acquisitions. Packaging, it means that
new materials and shapes, increased
automation, packaging, size range
extension
of
lower
unit
cost.
Another
manufacturer
and
mergers
and
acquisitions,
the
Group's
brand
of
retail
packaging
and
packaging
design
re-evaluation
of
the
growing
development
of
market
segmentation
and
global food supply chain
to promote the use of advanced logistics and
packaging
systems
packaging
logistics
system
is
an
integral
part
of,
and
played
an
important
role
in
prevention
in
the
food
supply
or
reduce
waste
generation.
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3. World Packaging.
This
discussion
has
referred
to
primitive
packaging
and
the
evolution
of
packaging functions.
However, humankind's global progress is such that
virtually every stage in the
development of society and packaging is
present
somewhere
in
the
world
today.
Thus,
a
packager
in
a
highly
developed
country
will
agonize
over
choice
of
package
type,
hire
expensive
marketing
groups
to
develop
images
to
entice
the
targeted
buyer
and
spend
lavishly on graphics. In less-developed
countries, consumers are happy
to have
food, regardless of the package. At the extreme,
consumers will
bring their own packages
or will consume food on the spot, just as they
did 2000 years ago.
Packagers from the more developed
countries sometimes have difficulty
working
with
less-developed
nations,
for
the
simple
reason
that
they
fail
to understand that
their respective packaging priorities are
completely
different. Similarly,
developing nations trying to sell goods to North
American markets cannot understand our
preoccupation with package and
graphics.
The significant
difference is that packaging plays a different
role in
a
market
where
rice
will
sell
solely
because
it
is
available.
In
the
North
American
market,
the
consumer
may
be
confronted
by
five
different
companies offering rice in 30 or so
variations. If all the rice is good
and
none is inferior, how does a seller create a
preference for his
particular
rice?
How
does
he
differentiate?
The
package
plays
a
large
role
in this process.
The
package-intensive developed countries are
sometimes criticized for
over
packaging, and certainly over-packaging does
exist. However, North
Americans also
enjoy the world's cheapest food, requiring only
about 11
to 14% of our disposable
income. European food costs are about 20% of
disposable
income,
and
in
the
less-developed
countries
food
can
take
95%
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