[{"data":1,"prerenderedAt":411},["ShallowReactive",2],{"page-\u002Fzh-hans\u002Fnews\u002Fqr-codes-vs-nfc-tags":3,"related-\u002Fzh-hans\u002Fnews\u002Fqr-codes-vs-nfc-tags":389},{"id":4,"title":5,"author":6,"body":7,"category":374,"description":375,"extension":376,"heading":377,"heroImage":374,"heroImageAlt":374,"layout":378,"meta":379,"navigation":380,"ogImage":381,"path":382,"publishedAt":383,"sections":374,"seo":384,"sourcePath":385,"stem":386,"updatedAt":387,"videoPosition":374,"videos":374,"__hash__":388},"pages\u002Fzh-hans\u002Fnews\u002Fqr-codes-vs-nfc-tags.md","二维码与 NFC 标签：哪种更适合您的包装？","Mia",{"type":8,"value":9,"toc":353},"minimark",[10],[11,12,13,17,20,23,28,31,40,56,60,63,66,69,79,83,86,89,92,102,106,109,112,115,125,129,132,139,142,152,156,159,162,165,169,172,177,187,191,194,197,200,210,214,217,220,223,227,230,233,243,247,250,253,256,260,263,266,269,279,283,286,289,293,299,302,310,320,324,327,330,333,337,340,343],"div",{},[14,15,16],"p",{},"这两种技术您可能都见过：食品标签上可扫描的二维码，或许您还曾用手机轻触过带 NFC 的货架展示牌。但在每件产品都是一个触点的智能包装领域，二维码和 NFC 标签究竟哪个更好？",[14,18,19],{},"二维码与 NFC 标签之争，是包装策略会议上经常出现的问题。两种技术都能连接实体产品与数字世界，但方式各不相同。真正的答案是什么？这取决于您的受众、您的产品，以及您希望提供怎样的体验。",[14,21,22],{},"下面我们不做炒作，清晰地梳理那些对您的业务真正重要的实际差异。",[24,25,27],"h2",{"id":26},"二维码在包装上如何发挥作用","二维码在包装上如何发挥作用？",[14,29,30],{},"二维码（包括静态二维码）是可以直接印刷在包装上的二维条码。用智能手机摄像头或二维码识读器扫描后，用户会被引导至数字内容：着陆页、视频教程、会员计划、追溯数据或产品验真工具。",[14,32,33,34,39],{},"动态二维码（例如由 ",[35,36,38],"a",{"href":37},"\u002Fzh-hans\u002F","Digital Link"," 提供的二维码）非常实用，因为它们在印刷后仍可编辑。这意味着您可以开展季节性活动、更新使用说明或修正网址，而无需重新印刷任何东西。二维码技术成本低、易于使用，几乎适用于所有移动设备。",[41,42,43],"figure",{},[44,45,46,49],"picture",{},[47,48],"source",{},[50,51],"img",{"alt":52,"height":53,"src":54,"width":55},"家中厨房里，有人用智能手机扫描果汁盒上的二维码",440,"\u002Fimages\u002F2025\u002F06\u002FPerson-scanning-a-QR-code-on-a-juice-carton-with-smartphone-in-a-home-kitchen.png",728,[24,57,59],{"id":58},"nfc-标签呢两者相比如何","NFC 标签呢？两者相比如何？",[14,61,62],{},"NFC 标签是嵌入包装内部或贴附在包装上的小型芯片。它们采用近场通信（NFC 技术），这是更广泛的射频识别（RFID）系统的一部分：当用户把支持 NFC 的智能手机靠近标签（通常在几厘米范围内）时，标签便会传输数据。",[14,64,65],{},"与二维码不同，NFC 标签不需要可见的印刷图案。它们可以隐藏在标签背后或集成到材料之中，带来更无缝、更高端的感觉，常用于高端包装。",[14,67,68],{},"不过，它们也需要支持 NFC 的设备，这可能成为一种限制，尤其是在 NFC 技术普及率较低的市场或年龄群体中。",[41,70,71],{},[44,72,73,75],{},[47,74],{},[50,76],{"alt":77,"height":53,"src":78,"width":55},"现代厨房里，有人用智能手机扫描麦片盒上的二维码","\u002Fimages\u002F2025\u002F06\u002FPerson-scanning-a-QR-code-on-a-cereal-box-with-smartphone-in-a-modern-kitchen.png",[24,80,82],{"id":81},"二维码与-nfc-标签各有哪些优缺点","二维码与 NFC 标签各有哪些优缺点？",[14,84,85],{},"二维码极易使用。几乎所有智能手机都能通过相机应用识读，不需要特殊芯片，而且通常可以免费创建。品牌可以借助可靠的二维码生成器来创建和追踪营销活动。",[14,87,88],{},"NFC 技术提供更直观的“一碰即用”体验，非常适合非接触式支付、门禁控制或防伪应用。但它的实施成本更高，也更难在大众市场产品上规模化应用。",[14,90,91],{},"简而言之，二维码用途广泛、醒目且成本低廉；NFC 标签简洁安全，但依赖硬件。",[41,93,94],{},[44,95,96,98],{},[47,97],{},[50,99],{"alt":100,"height":53,"src":101,"width":55},"食品店里，一名男子用智能手机轻触支持 NFC 的绿色包装","\u002Fimages\u002F2025\u002F06\u002FMan-tapping-a-smartphone-on-an-NFC-enabled-green-package-in-a-grocery-setting.png",[24,103,105],{"id":104},"这两种技术能在包装上同时使用吗","这两种技术能在包装上同时使用吗？",[14,107,108],{},"可以，而且许多品牌正是这样做的。",[14,110,111],{},"在包装上同时使用二维码和 NFC，可以带来更广泛的用户互动。二维码能覆盖所有拥有智能手机摄像头的用户，同时也照顾到 NFC 用户；NFC 则为使用较新设备或期待高端体验的用户提供额外价值。",[14,113,114],{},"例如，一个化妆品品牌可以用醒目的二维码提供教程和会员计划，同时嵌入 NFC 芯片来验证产品真伪或实现智能货架识别。",[41,116,117],{},[44,118,119,121],{},[47,120],{},[50,122],{"alt":123,"height":53,"src":124,"width":55},"工业车间中带有二维码的包装设计","\u002Fimages\u002F2025\u002F06\u002FPackaging-design-with-QR-in-industrial-workspace.png",[24,126,128],{"id":127},"二维码与传统条码相比如何","二维码与传统条码相比如何？",[14,130,131],{},"传统条码（如 UPC 或 EAN）是为机器而非消费者设计的。它们承载的信息有限且是静态的，通常只是一个产品编号，供库存系统和销售终端使用。",[14,133,134,138],{},[35,135,137],{"href":136},"\u002Fzh-hans\u002Fnews\u002Fwhat-are-next-gen-qr-codes\u002F","新一代二维码","则远不止于此。它们能存储复杂数据，把消费者连接到动态的数字内容。它们还符合 GS1 标准，这意味着它们可以像标准条码一样在零售和供应链系统中使用。",[14,140,141],{},"从本质上说，传统条码能做的，二维码都能做；传统条码做不到的，二维码也能做到。",[41,143,144],{},[44,145,146,148],{},[47,147],{},[50,149],{"alt":150,"height":53,"src":151,"width":55},"超市货架间，有人扫描一罐酱料上的二维码","\u002Fimages\u002F2025\u002F06\u002FPerson-scanning-a-QR-code-on-a-jar-of-sauce-in-a-grocery-store-aisle.png",[24,153,155],{"id":154},"两者分别能呈现哪些产品数据","两者分别能呈现哪些产品数据？",[14,157,158],{},"二维码擅长可追溯性和透明度，是数字产品护照、配料表、可持续发展数据等内容的首选工具。",[14,160,161],{},"NFC 标签更擅长实体互动，例如活动票务、非接触式支付或安全的资产追踪。当目标是通过直接接触来验证物品或触发特定操作时，就会用到 NFC。",[14,163,164],{},"要分享详细的产品溯源故事、合规信息或用户反馈表，二维码提供了更直接、更易扩展的途径，这也凸显了二维码与其他技术的差异。",[24,166,168],{"id":167},"二维码能揭示哪些消费者行为","二维码能揭示哪些消费者行为？",[14,170,171],{},"每一次扫描都是一个信号。它告诉您消费者在何时、何地产生了互动，与哪款产品互动，使用的是什么设备。随着时间推移，这些数据能勾勒出人们如何与您的包装互动，而且不止一次，而是贯穿整个产品生命周期。",[14,173,174,176],{},[35,175,38],{"href":37}," 实时捕捉这些行为信号，让您能够调整内容、测试新策略或触发个性化流程。这样的反馈闭环帮助品牌优化整个购后体验。",[41,178,179],{},[44,180,181,183],{},[47,182],{},[50,184],{"alt":185,"height":53,"src":186,"width":55},"玩具店货架间，一名男子扫描芭比娃娃包装上的二维码","\u002Fimages\u002F2025\u002F06\u002FMan-scanning-a-QR-code-on-a-Barbie-package-in-a-toy-store-aisle.png",[24,188,190],{"id":189},"在消费者互动方面谁更胜一筹","在消费者互动方面，谁更胜一筹？",[14,192,193],{},"在这一点上，二维码明显领先。印刷的二维码醒目可见，本身就在邀请用户行动。您可以把它放在包装正面、配上行动号召，并动态更换内容。它能激发好奇心，并即时为用户带来价值。",[14,195,196],{},"对大多数用户来说，扫描二维码也很直观：“一扫即看”已经成为习惯。",[14,198,199],{},"NFC 则更被动。当用户知道会发生什么时（例如碰一碰支付），它效果很好；但如果没有提示，它很容易被忽略。它非常适合低调的使用场景，却不适合靠探索驱动的互动。",[41,201,202],{},[44,203,204,206],{},[47,205],{},[50,207],{"alt":208,"height":53,"src":209,"width":55},"商店货架前，一只手握着贴有二维码标签的啤酒瓶","\u002Fimages\u002F2025\u002F06\u002FHand-holding-a-beer-bottle-with-a-QR-code-label-in-front-of-store-shelves.png",[24,211,213],{"id":212},"可及性和设备兼容性如何","可及性和设备兼容性如何？",[14,215,216],{},"二维码与所有现代智能手机普遍兼容，无需特殊硬件，只要打开相机应用扫描即可。正因如此，从非接触式互动到电子名片，二维码无所不能。",[14,218,219],{},"NFC 标签则需要具备 NFC 功能的设备。许多 Android 手机默认支持，但 iOS 设备只有较新的机型才支持。这意味着如果不提供替代方案，一部分用户可能会错过相关内容。",[14,221,222],{},"如果您的受众范围广泛或遍布全球，二维码是更稳妥的选择。",[24,224,226],{"id":225},"二维码能支持移动支付吗","二维码能支持移动支付吗？",[14,228,229],{},"二维码虽然以推动互动和透明度而闻名，但在许多地区也支持移动支付。从亚洲的微信支付到欧洲的数字钱包，基于二维码的支付流程正变得越来越普遍。",[14,231,232],{},"对于直接面向消费者（DTC）销售或采用快闪零售模式的品牌，添加一个直接链接到安全结账页面的二维码，可以简化转化流程。",[41,234,235],{},[44,236,237,239],{},[47,238],{},[50,240],{"alt":241,"height":53,"src":242,"width":55},"木质柜台上，一部显示二维码的智能手机靠近非接触式 POS 终端","\u002Fimages\u002F2025\u002F06\u002FSmartphone-showing-a-QR-code-near-a-contactless-POS-terminal-on-a-wooden-counter.png",[24,244,246],{"id":245},"两者的实施过程分别是怎样的","两者的实施过程分别是怎样的？",[14,248,249],{},"创建二维码快速、灵活且成本低。使用 Digital Link 系统这样的二维码生成器，您可以批量生成成千上万个二维码，将它们嵌入可直接印刷的包装文件中，并在上市后通过动态目标地址进行更新。",[14,251,252],{},"实施 NFC 则需要采购 NFC 芯片、将其嵌入或贴附到包装上，并测试在不同材料上的扫描可靠性。它还会增加单位成本，因此通常用于价值较高的产品。",[14,254,255],{},"考虑到这些关键差异，两者都需要精心设计用户旅程，但二维码能让您更快进入市场。",[24,257,259],{"id":258},"是否存在安全或隐私方面的顾虑","是否存在安全或隐私方面的顾虑？",[14,261,262],{},"与任何联网技术一样，二维码和 NFC 标签如果管理不当，都可能被滥用。",[14,264,265],{},"动态二维码允许更新目标网址，从而降低风险。它们还让数据收集的管理更加容易，确保符合隐私法规。",[14,267,268],{},"NFC 标签在物理上更难被篡改，这在门禁控制或防伪标签等场景中很有帮助。但如果没有加密，它们仍可能被克隆或利用。",[41,270,271],{},[44,272,273,275],{},[47,274],{},[50,276],{"alt":277,"height":53,"src":278,"width":55},"有人手持显示二维码的智能手机，旁边是一个印有 NFC 标志的纸箱","\u002Fimages\u002F2025\u002F06\u002FPerson-holding-a-smartphone-showing-a-QR-code-next-to-a-cardboard-box-with-NFC-symbol.png",[24,280,282],{"id":281},"数据拦截等风险又如何","数据拦截等风险又如何？",[14,284,285],{},"如果没有加密，NFC 标签可能容易遭到数据拦截，尤其是在用于身份验证或支付等敏感互动时。由于标签以无线方式传输数据，附近的设备有时可以截获或克隆信号。",[14,287,288],{},"相比之下，二维码需要进行视觉扫描，因此不太容易遭到被动拦截。",[24,290,292],{"id":291},"品牌如何防范数据篡改","品牌如何防范数据篡改？",[14,294,295,296,298],{},"当您把包装与数字体验连接起来时，保护这些数据的完整性就变得至关重要。通过 ",[35,297,38],{"href":37}," 生成的二维码在设计上就具备防篡改能力。品牌可以精确控制二维码指向何处、显示什么内容，以及内容如何随时间演变。",[14,300,301],{},"由于动态二维码支持集中更新，您可以避免硬编码网址或手动编辑带来的风险，而这正是意外或恶意篡改数据的两大常见来源。审核并锁定目标地址的能力，有助于大规模地保护您的品牌和用户体验。",[14,303,304,305,309],{},"此外，Digital Link 等可靠平台已通过数据安全方面的 ",[35,306,308],{"href":307},"\u002Fzh-hans\u002Fguides\u002Fiso-certifications\u002F","ISO 认证","，为用户采用最先进的防护方案。",[41,311,312],{},[44,313,314,316],{},[47,315],{},[50,317],{"alt":318,"height":53,"src":319,"width":55},"有人正在封好一个纸箱，箱上贴有二维码和挂锁图标标签","\u002Fimages\u002F2025\u002F06\u002FPerson-locking-a-cardboard-box-with-a-QR-code-and-padlock-icon-label.png",[24,321,323],{"id":322},"二维码和-nfc-标签如何支持全渠道战略","二维码和 NFC 标签如何支持全渠道战略？",[14,325,326],{},"两种形式都有助于连接线下产品与线上体验。二维码在零售中尤其有用，购物者扫描后可以查看产品评价、补货提醒、社交媒体页面或 AR 预览。",[14,328,329],{},"NFC 则适用于会员卡、可穿戴包装或“一碰解锁”体验。它优雅、快速且具有实体感，但受限于硬件。",[14,331,332],{},"两者结合，让品牌能够灵活地在用户所在之处与其相遇。",[24,334,336],{"id":335},"那么二维码与-nfc-标签您应该选择哪一种","那么，二维码与 NFC 标签：您应该选择哪一种？",[14,338,339],{},"如果您追求广泛的兼容性、低成本和快速部署，请选择二维码。如果您面向的是高端、精通技术的用户，或者需要非接触式验证，NFC 标签能带来额外价值，但它需要特定的硬件。",[14,341,342],{},"在很多情况下，您不必二选一：用二维码扩大覆盖面、促进互动，再叠加 NFC 以增强安全性或提供触感体验。两者可以相辅相成。",[41,344,345],{},[44,346,347,349],{},[47,348],{},[50,350],{"alt":351,"height":53,"src":352,"width":55},"一只手拿着同时印有二维码和 NFC 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