[{"data":1,"prerenderedAt":616},["ShallowReactive",2],{"page-\u002Fzh-hans\u002Fnews\u002Fupc-vs-qr-code":3,"related-\u002Fzh-hans\u002Fnews\u002Fupc-vs-qr-code":594},{"id":4,"title":5,"author":6,"body":7,"category":579,"description":580,"extension":581,"heading":582,"heroImage":579,"heroImageAlt":579,"layout":583,"meta":584,"navigation":585,"ogImage":586,"path":587,"publishedAt":588,"sections":579,"seo":589,"sourcePath":590,"stem":591,"updatedAt":592,"videoPosition":579,"videos":579,"__hash__":593},"pages\u002Fzh-hans\u002Fnews\u002Fupc-vs-qr-code.md","UPC 与二维码：哪种更适合产品包装？","Mia",{"type":8,"value":9,"toc":556},"minimark",[10],[11,12,13,17,20,28,33,36,39,42,58,63,66,70,73,86,89,99,103,106,127,130,140,144,147,150,153,167,177,180,183,190,193,203,207,216,219,233,236,240,243,246,256,260,386,390,393,400,410,414,422,436,439,449,452,459,462,465,472,475,478,485,488,491,498,502,505,538,541,544,547,553],"div",{},[14,15,16],"p",{},"几十年来，UPC 码一直是零售业中可靠的存在。自 20 世纪 70 年代起，这些黑白条纹帮助无数销售终端系统简化结账流程、管理库存并减少人为差错。但如今，我们已经进入了一个新时代。",[14,18,19],{},"随着移动设备的普及和消费者期望的变化，二维码正凭借传统条码无法比拟的功能崭露头角。",[14,21,22,23,27],{},"那么，在",[24,25,26],"em",{},"UPC 与二维码","之争中，两者真正的区别是什么？一方会取代另一方吗？下面我们深入细节，比较条码与二维码的异同，看看品牌今后应该选择哪一种。",[29,30,32],"h2",{"id":31},"什么是-upc-码","什么是 UPC 码？",[14,34,35],{},"通用产品代码（UPC）是一种一维条码，由 12 位数字组成。它几乎出现在全球每一件商品的标签上，主要用于零售结账、库存管理以及提升供应链效率。商家借助这一简单工具来追踪产品。",[14,37,38],{},"每个 UPC 码都包含特定产品的唯一标识符，可被标准条码扫描器机读。",[14,40,41],{},"然而，尽管应用广泛，UPC 条码也有其局限：它只编码一个静态数字，无法承载动态内容、更多产品信息或数字体验。",[43,44,45],"figure",{},[46,47,48,51],"picture",{},[49,50],"source",{},[52,53],"img",{"alt":54,"height":55,"src":56,"width":57},"柔和灯光下的厨房里，木质台面上放着一个贴有白色 UPC 条码标签的琥珀色药瓶。",440,"\u002Fimages\u002F2025\u002F05\u002FAmber-pill-bottle-with-a-white-UPC-barcode-label-placed-on-a-wooden-surface-in-a-softly-lit-kitchen.png",728,[59,60,62],"h3",{"id":61},"upc-简史","UPC 简史",[14,64,65],{},"UPC 诞生于 20 世纪 70 年代初。当时，为了满足对更快结账流程日益增长的需求，IBM 的 George Laurer 设计了这一系统。1974 年，俄亥俄州一家 Marsh 超市完成了首次零售扫描，扫描的正是一包 Wrigley 口香糖。这件标志性的商品如今陈列在史密森尼博物馆中。",[59,67,69],{"id":68},"upc-条码为何如此重要","UPC 条码为何如此重要",[14,71,72],{},"随着时间推移，UPC 条码成为北美地区的行业标准。在国际上，EAN 码（欧洲商品编号）与之并行，让全球贸易伙伴使用同一种“语言”。零售商之所以青睐它们，是因为它们简化了：",[74,75,76,80,83],"ul",{},[77,78,79],"li",{},"销售终端的结账",[77,81,82],{},"库存管理系统",[77,84,85],{},"产品在供应链中的追踪",[14,87,88],{},"但如今，它们的角色正在发生变化。",[43,90,91],{},[46,92,93,95],{},[49,94],{},[52,96],{"alt":97,"height":55,"src":98,"width":57},"超市收银台前，收银员正在扫描包装肉类上的 UPC 条码。","\u002Fimages\u002F2025\u002F05\u002FCashier-scanning-a-UPC-barcode-on-packaged-meat-at-a-supermarket-checkout.png",[29,100,102],{"id":101},"upc-码的局限","UPC 码的局限",[14,104,105],{},"UPC 标签虽然擅长识别产品，但在几个关键方面存在不足：",[74,107,108,115,121],{},[77,109,110,114],{},[111,112,113],"strong",{},"只能承载静态数据","：编码的信息在印刷时即已固定。",[77,116,117,120],{},[111,118,119],{},"缺乏互动","：无法存储网页链接、促销素材或营销活动内容。",[77,122,123,126],{},[111,124,125],{},"不具备追溯功能","：UPC 条码中不包含批号、有效期或序列号。",[14,128,129],{},"这正是二维码等二维条码大显身手的地方。",[43,131,132],{},[46,133,134,136],{},[49,135],{},[52,137],{"alt":138,"height":55,"src":139,"width":57},"一个贴有条码标签、产品信息极少的玻璃瓶，凸显静态 UPC 码的局限。","\u002Fimages\u002F2025\u002F05\u002FGlass-bottle-with-a-barcode-label-and-minimal-product-information-highlighting-the-limitations-of-static-UPC-codes.png",[29,141,143],{"id":142},"什么是二维码","什么是二维码？",[14,145,146],{},"二维码（QR Code，意为“快速响应码”）是一种二维条码，能够存储的数据远多于 UPC 这类传统一维条码。",[14,148,149],{},"这种机读条码采用矩阵格式设计，可容纳数百个字符，包括网址、字母数字字符串或经过编码的产品详情。",[14,151,152],{},"用智能手机摄像头或二维码识读器即可从任意角度轻松扫描，以更小的面积承载更多数据。与 UPC 条码不同，二维码可以实现：",[74,154,155,158,161,164],{},[77,156,157],{},"即时访问产品页面或数字内容",[77,159,160],{},"批次追踪与有效期信息",[77,162,163],{},"针对不同地区数据的定制链接",[77,165,166],{},"通过视频、社交媒体链接或优惠活动与消费者互动",[43,168,169],{},[46,170,171,173],{},[49,172],{},[52,174],{"alt":175,"height":55,"src":176,"width":57},"柔和的室内光线下，一个标签上印有二维码的纸质护肤品包装盒。","\u002Fimages\u002F2025\u002F05\u002FCardboard-skincare-box-featuring-a-QR-code-printed-on-the-label-in-a-softly-lit-indoor-setting.png",[59,178,179],{"id":179},"二维码的发明与重塑",[14,181,182],{},"二维码最初由 Denso Wave 于 1994 年开发，用于追踪汽车零部件。进入 21 世纪后，随着移动设备的兴起，二维码焕发了新生。",[14,184,185,186,189],{},"真正的转折点出现在 2009 年：我们的姊妹公司 QR Code KIT 推出了",[111,187,188],{},"动态二维码","。这一颠覆性创新让二维码背后的信息在印刷后依然可以更新。",[14,191,192],{},"借助动态二维码，品牌可以用同一个码管理产品数据、更换营销信息并追踪分析数据。",[43,194,195],{},[46,196,197,199],{},[49,198],{},[52,200],{"alt":201,"height":55,"src":202,"width":57},"木质办公桌上摆满打印出来的样稿，一个人正在笔记本电脑上设计二维码。","\u002Fimages\u002F2025\u002F05\u002FPerson-designing-a-QR-code-on-a-laptop-while-surrounded-by-printed-prototypes-on-a-wooden-desk.png",[29,204,206],{"id":205},"什么是-gs1-qr-码","什么是 GS1 QR 码？",[14,208,209,210,215],{},"GS1 QR 码基于 ",[211,212,214],"a",{"href":213},"\u002Fzh-hans\u002Fguides\u002Fgs1-digital-link-basics\u002F","GS1 Digital Link"," 标准构建。这种二维码不只存储全球贸易项目代码（GTIN），而是把 GTIN 嵌入网址结构中，因此既能被条码扫描器识读，也能被移动设备识读。",[14,217,218],{},"只需扫描一次，GS1 QR 码就可以：",[74,220,221,224,227,230],{},[77,222,223],{},"把消费者引导至数字产品护照",[77,225,226],{},"为库存管理系统存储信息",[77,228,229],{},"发布产品召回或监管通知",[77,231,232],{},"推送针对特定地区的营销内容",[14,234,235],{},"所有这些都可以用同一个码实现，无需多个条码。",[59,237,239],{"id":238},"扫描背后的力量解析器如何运作","扫描背后的力量：解析器如何运作",[14,241,242],{},"GS1 QR 码的核心是解析器：这是一套创新的云端系统，能够识别链接中的 GTIN，并将用户引导至相应的目的地。无论是在仓库中扫描还是由终端消费者扫描，解析器都会根据场景、语言和设备调整响应内容。",[14,244,245],{},"更妙的是，它既能在工业系统中离线运行，也能为面向消费者的体验在线运行。",[43,247,248],{},[46,249,250,252],{},[49,251],{},[52,253],{"alt":254,"height":55,"src":255,"width":57},"仓库中，有人用智能手机扫描牛皮纸包装上的二维码，展示动态二维码的响应路由。","\u002Fimages\u002F2025\u002F05\u002FPerson-scanning-a-QR-code-on-kraft-packaging-with-a-smartphone-in-a-warehouse-representing-dynamic-QR-response-routing.png",[29,257,259],{"id":258},"upc-与二维码主要区别","UPC 与二维码：主要区别",[43,261,262],{},[263,264,265],"table",{},[266,267,268,281,295,308,321,334,347,360,373],"tbody",{},[269,270,271,275,278],"tr",{},[272,273,274],"th",{},"特性",[272,276,277],{},"UPC 码（一维）",[272,279,280],{},"GS1 QR 码（二维）",[269,282,283,289,292],{},[284,285,286],"td",{},[111,287,288],{},"数据容量",[284,290,291],{},"最多 12 位数字",[284,293,294],{},"数千个字符",[269,296,297,302,305],{},[284,298,299],{},[111,300,301],{},"扫描方式",[284,303,304],{},"仅限条码扫描器",[284,306,307],{},"智能手机和扫描器",[269,309,310,315,318],{},[284,311,312],{},[111,313,314],{},"可扫描性",[284,316,317],{},"单向",[284,319,320],{},"全向",[269,322,323,328,331],{},[284,324,325],{},[111,326,327],{},"数据类型",[284,329,330],{},"仅静态",[284,332,333],{},"动态和静态",[269,335,336,341,344],{},[284,337,338],{},[111,339,340],{},"包装",[284,342,343],{},"需要多个标签",[284,345,346],{},"合而为一个码",[269,348,349,354,357],{},[284,350,351],{},[111,352,353],{},"互动",[284,355,356],{},"无",[284,358,359],{},"直达产品页面、社交媒体链接或行动号召",[269,361,362,367,370],{},[284,363,364],{},[111,365,366],{},"可追溯性",[284,368,369],{},"有限",[284,371,372],{},"包含批号、有效期和序列号",[269,374,375,380,383],{},[284,376,377],{},[111,378,379],{},"应用场景",[284,381,382],{},"销售终端",[284,384,385],{},"营销、合规、供应链、电子标签",[29,387,389],{"id":388},"upc-码正在被取代吗","UPC 码正在被取代吗？",[14,391,392],{},"既是，也不是。UPC 条码依然有效，在北美零售系统中尤其如此。但我们看到，行业正在转向能同时满足多种用途的二维码。零售商、监管机构和消费者都希望获得更多数据、更好的互动体验和更便捷的访问方式。",[14,394,395,396,399],{},"如今，许多品牌正在采用 ",[111,397,398],{},"GS1 QR 码","，用同一个条码标签同时支持库存管理和数字体验。",[43,401,402],{},[46,403,404,406],{},[49,405],{},[52,407],{"alt":408,"height":55,"src":409,"width":57},"商店货架间，有人手持两个产品包装盒，对比一个印有条码、另一个印有二维码的包装。","\u002Fimages\u002F2025\u002F05\u002FPerson-holding-two-product-boxes-in-a-store-aisle-comparing-one-with-a-barcode-and-another-with-a-QR-code.png",[29,411,413],{"id":412},"品牌为何纷纷转向","品牌为何纷纷转向？",[14,415,416,417,421],{},"新一代产品标签正在兴起：可互动、支持多语言且可完全定制。品牌正在借助 ",[211,418,420],{"href":419},"\u002Fzh-hans\u002F","Digital Link"," 来：",[74,423,424,427,430,433],{},[77,425,426],{},"将条码和二维码整合为一个矩阵条码",[77,428,429],{},"制作满足合规要求的高分辨率图稿",[77,431,432],{},"通过产品包装开展个性化营销活动",[77,434,435],{},"通过一次扫描追踪分析数据和扫描数据",[14,437,438],{},"借助 Digital Link 这样的现代二维码生成器，品牌可以随时更新产品信息，并将信息存储在云端。",[43,440,441],{},[46,442,443,445],{},[49,444],{},[52,446],{"alt":447,"height":55,"src":448,"width":57},"产品包装会议上，一组专业人士正在查看印刷卡片和平板电脑上的二维码标签设计。","\u002Fimages\u002F2025\u002F05\u002FTeam-of-professionals-reviewing-QR-code-label-designs-on-printed-cards-and-a-tablet-during-a-product-packaging-meeting.png",[29,450,451],{"id":451},"二维码如何改变消费品包装",[14,453,454,455,458],{},"随着包装不再局限于静态的品牌展示和营养成分表，它正成为数字互动的关键渠道。如今的包装不能只是在货架上好看，还必须能够",[111,456,457],{},"互动、传递信息并建立连接","。",[14,460,461],{},"二维码，尤其是符合 GS1 标准的二维码，正好让这一切成为可能。",[14,463,464],{},"只需一次扫描，品牌就能把产品的实体外包装变成数字入口，链接到可持续发展故事、产品产地、社交媒体活动等内容。这一转变让包装从成本中心变成了能持续创造价值的动态资产。",[14,466,467,468,458],{},"能够推送特定地区的内容、在生产后更新信息并收集扫描数据，也让",[211,469,471],{"href":470},"\u002Fzh-hans\u002Fnews\u002Fwhat-are-next-gen-qr-codes\u002F","搭载二维码的包装更具战略意义",[14,473,474],{},"这契合了人们对透明度、可及性和个性化体验日益提高的期望，而这一切都直接通过消费者手中的包装来实现。",[29,476,477],{"id":477},"面向二维码产品的现代标签设计",[14,479,480,481,484],{},"品牌在采用二维码的同时，也必须重新思考标签设计。一个位置恰当、清晰可见的二维码，只有在用户",[111,482,483],{},"愿意去扫描","时才能发挥作用，而周围的设计也要增强信任感和易用性。",[14,486,487],{},"现代标签设计如今会考虑二维码的可见度、保证扫描所需的留白，以及行动号召或视觉框线等提示。高分辨率图稿和适当的对比度对于避免扫描错误至关重要。不仅如此，设计师还必须兼顾美观与功能，把品牌形象与数字实用性融为一体。",[14,489,490],{},"如今，一张标签可能需要同时满足监管要求、支持营销目标，并提供流畅的移动端体验。",[14,492,493,494,497],{},"借助合适的二维码生成器，团队可以轻松",[111,495,496],{},"制作高分辨率图稿","并整合动态链接，而不牺牲视觉吸引力。最终带来更智能的包装设计，同时提升产品本身和用户体验。",[29,499,501],{"id":500},"如何从-upc-升级到-gs1-qr-码","如何从 UPC 升级到 GS1 QR 码",[14,503,504],{},"如果您已准备好迎接新一代条码、提升产品包装，可以从以下几步开始：",[506,507,508,514,520,526,532],"ol",{},[77,509,510,513],{},[111,511,512],{},"评估您的系统","：确保您的条码扫描器和库存管理工具能够处理二维码。",[77,515,516,519],{},[111,517,518],{},"在 GS1 注册","：您需要一个 GS1 厂商识别代码来生成全球贸易项目代码。",[77,521,522,525],{},[111,523,524],{},"选择二维码生成器","：使用 Digital Link 创建满足监管和营销需求的智能 GS1 QR 码。",[77,527,528,531],{},[111,529,530],{},"更新您的包装","：用现代二维码替换或补充现有的 UPC 标签。",[77,533,534,537],{},[111,535,536],{},"测试与追踪","：在零售和工业环境中扫描条码，验证印刷流程、颜色是否正确以及功能是否正常。",[29,539,540],{"id":540},"产品标签的未来",[14,542,543],{},"零售业正处在转折点。UPC 码这样的传统条码几十年来为我们提供了良好的服务，但它们已经不够用了。",[14,545,546],{},"消费者要求透明，监管机构需要更多产品数据，营销人员需要新的互动方式，采用二维码的理由从未如此充分。",[14,548,549,550,552],{},"由 ",[211,551,420],{"href":419}," 驱动的 GS1 QR 码不只是条码：它集数据中心、营销工具和合规解决方案于一身。",[14,554,555],{},"归根结底，答案很明确：GS1 QR 码不只是替代品，更是一次升级。",{"title":557,"searchDepth":558,"depth":558,"links":559},"",3,[560,565,566,569,572,573,574,575,576,577,578],{"id":31,"depth":561,"text":32,"children":562},2,[563,564],{"id":61,"depth":558,"text":62},{"id":68,"depth":558,"text":69},{"id":101,"depth":561,"text":102},{"id":142,"depth":561,"text":143,"children":567},[568],{"id":179,"depth":558,"text":179},{"id":205,"depth":561,"text":206,"children":570},[571],{"id":238,"depth":558,"text":239},{"id":258,"depth":561,"text":259},{"id":388,"depth":561,"text":389},{"id":412,"depth":561,"text":413},{"id":451,"depth":561,"text":451},{"id":477,"depth":561,"text":477},{"id":500,"depth":561,"text":501},{"id":540,"depth":561,"text":540},null,"对比 UPC 与二维码，了解 GS1 QR 码如何带来更好的可追溯性、更强的消费者互动和更智能的包装。","md","UPC 与二维码：哪种更适合现代产品包装？","article",{},true,"\u002Fimages\u002F2025\u002F05\u002FUPC-vs-QR-code.png","\u002Fzh-hans\u002Fnews\u002Fupc-vs-qr-code","2025-05-13T20:07:13+02:00",{"title":5,"description":580},"\u002Fzh-hans\u002Fnews\u002Fupc-vs-qr-code\u002F","zh-hans\u002Fnews\u002Fupc-vs-qr-code","2025-06-20T15:59:17+02:00","Q5AeQ9xNjS2NDyh0CcxmGABAezskD2GSYuQmaBEYlms",[595,602,609],{"path":596,"sourcePath":597,"title":598,"heading":599,"ogImage":600,"publishedAt":601},"\u002Fzh-hans\u002Fnews\u002Fproduct-identity-for-ai-agents","\u002Fzh-hans\u002Fnews\u002Fproduct-identity-for-ai-agents\u002F","面向 AI 智能体的产品标识：最后一米难题","面向 AI 智能体的产品标识：名称描述，标识符标识","\u002Fimages\u002F2026\u002F09\u002Fproduct-identity-for-ai-agents-hero.webp","2026-09-09T11:30:00+02:00",{"path":603,"sourcePath":604,"title":605,"heading":606,"ogImage":607,"publishedAt":608},"\u002Fzh-hans\u002Fnews\u002Fw3c-gs1-workshop-on-e-commerce-ai-agents","\u002Fzh-hans\u002Fnews\u002Fw3c-gs1-workshop-on-e-commerce-ai-agents\u002F","Paula Rivero 出席 W3C\u002FGS1 电商研讨会","Digital Link CEO Paula Rivero 将在 W3C\u002FGS1 面向人类与 AI 智能体的电商研讨会上发表演讲","\u002Fimages\u002F2026\u002F09\u002Fw3c-gs1-workshop-e-commerce-ai-agents.webp","2026-09-07T17:30:00+02:00",{"path":610,"sourcePath":611,"title":612,"heading":613,"ogImage":614,"publishedAt":615},"\u002Fzh-hans\u002Fnews\u002Fpaula-rivero-joins-forbes-business-council","\u002Fzh-hans\u002Fnews\u002Fpaula-rivero-joins-forbes-business-council\u002F","Paula Rivero 获邀加入福布斯商业委员会","Paula Rivero 获邀加入 Forbes Business Council（福布斯商业委员会）","\u002Fimages\u002F2026\u002F09\u002Fpaula-rivero-forbes-business-council.webp","2026-09-03T18:00:00+02:00",1790247903402]