[{"data":1,"prerenderedAt":434},["ShallowReactive",2],{"page-\u002Fzh-hans\u002Fnews\u002Fwhat-is-conversational-packaging":3,"related-\u002Fzh-hans\u002Fnews\u002Fwhat-is-conversational-packaging":412},{"id":4,"title":5,"author":6,"body":7,"category":397,"description":398,"extension":399,"heading":400,"heroImage":397,"heroImageAlt":397,"layout":401,"meta":402,"navigation":403,"ogImage":404,"path":405,"publishedAt":406,"sections":397,"seo":407,"sourcePath":408,"stem":409,"updatedAt":410,"videoPosition":397,"videos":397,"__hash__":411},"pages\u002Fzh-hans\u002Fnews\u002Fwhat-is-conversational-packaging.md","什么是对话式包装？它为何重要","Paula Rivero",{"type":8,"value":9,"toc":383},"minimark",[10],[11,12,13,26,33,37,48,51,67,71,78,106,109,112,138,141,151,154,161,193,196,199,205,237,240,250,253,256,282,285,288,291,323,326,329,332,358,361,371,374,380],"div",{},[14,15,16,17,25],"p",{},"在当今竞争激烈的市场中，每一个包装、标签和容器都在货架上争夺消费者的注意力。品牌不仅需要吸引眼球的包装设计，还需要能够传递清晰信息、确保合规并开展有意义对话的包装。这正是",[18,19,20],"strong",{},[21,22,24],"a",{"href":23},"\u002Fzh-hans\u002Fguides\u002Fconversational-packaging\u002F","对话式包装","这一概念的用武之地。它并非遥不可及的未来构想，而是已经成为现实：只需扫描一个简单的二维码，包装就能开口说话、回应问题并为客户提供指引。",[14,27,28,29,32],{},"本文将探讨",[18,30,31],{},"什么是对话式包装","、它如何运作、能为企业和消费者带来哪些好处，以及为什么 Digital Link 的 AI 助手 Cleo 是技术重塑产品信息传递和包装开发的典范。",[34,35,36],"h2",{"id":31},"什么是对话式包装？",[14,38,39,40,43,44,47],{},"对话式包装是一种全新的",[18,41,42],{},"包装设计","理念：产品不再是沉默的物件，而是能够互动回应的媒介。消费者只需扫描标签上的",[18,45,46],{},"二维码","，即可与品牌展开实时对话。他们不再只是阅读健康声明、使用说明或可持续发展信息，而是可以直接提问，并以不同语言获得经品牌认可的答案。",[14,49,50],{},"Digital Link 的 Cleo 让这一切成为可能。客户扫描包装后，不会被引导至千篇一律的落地页，而是进入一个能够对话的智能产品页面。Cleo 依托结构化的产品数据、法规信息和品牌专业知识，传递准确、相关且合规的信息。就像客服人员回答问题一样，包装本身成为一位近似真人的助手。",[52,53,54],"figure",{},[55,56,57,60],"picture",{},[58,59],"source",{},[61,62],"img",{"alt":63,"height":64,"src":65,"width":66},"在厨房中扫描带有二维码的食品包装",440,"\u002Fimages\u002F2025\u002F09\u002FFood-packaging-with-QR-code-being-scanned-in-a-kitchen.png",728,[34,68,70],{"id":69},"品牌为何应打造会说话的包装","品牌为何应打造会“说话”的包装",[14,72,73,74,77],{},"对话式包装的好处远不止新奇。它直接影响",[18,75,76],{},"品牌忠诚度、消费者信任和沟通的清晰度","。",[79,80,81,88,94,100],"ul",{},[82,83,84,87],"li",{},[18,85,86],{},"以透明赢得信任：","在食品或医药等行业，客户期待清晰的健康声明，以及关于成分、过敏原和可持续性的可靠答案。对话式包装确保每一个答案都保持一致并符合法规要求。",[82,89,90,93],{},[18,91,92],{},"降低不合规风险：","将 Cleo 与官方产品数据相连，品牌可以实现包装合规，降低错误声明或标签过时带来的风险。",[82,95,96,99],{},[18,97,98],{},"强化产品信息传递：","每一次互动都是强化品牌故事、展示产品优势、彰显可持续或创新等价值观的机会。",[82,101,102,105],{},[18,103,104],{},"提升消费者服务：","消费者无需联系客服，只需扫码就能获得关于功能、护理、储存或使用方法的答案。这在降低成本的同时提高了满意度。",[34,107,108],{"id":108},"对话式包装的应用示例",[14,110,111],{},"为了更好地说明这一概念，请设想以下场景：",[79,113,114,120,126,132],{},[82,115,116,119],{},[18,117,118],{},"食品包装：","消费者扫描一盒汤品并提问：“这里面含有过敏原吗？”Cleo 即时作答，既保护了客户，也增强了信心。品牌则能掌控信息传递的准确性。",[82,121,122,125],{},[18,123,124],{},"美妆产品：","顾客扫描一款面霜，询问孕期是否可以使用。Cleo 给出建议，介绍可持续方面的信息，甚至推荐搭配产品。",[82,127,128,131],{},[18,129,130],{},"服装标签：","扫描服装标签的消费者可以询问洗涤说明或面料的可持续性，这有助于减少退货并增强品牌忠诚度。",[82,133,134,137],{},[18,135,136],{},"电子产品包装：","买家扫描电器包装盒，即可获得清晰的安装步骤、保修详情和安全指南，减少操作失误和高成本的客服来电。",[14,139,140],{},"每个示例都表明，包装已不再只是印在纸上的文字，而是品牌与客户交流信息的对话渠道。",[52,142,143],{},[55,144,145,147],{},[58,146],{},[61,148],{"alt":149,"height":64,"src":150,"width":66},"消费者扫码后在手机上查看产品详情","\u002Fimages\u002F2025\u002F09\u002FConsumer-checking-product-details-on-phone-after-scanning.png",[34,152,153],{"id":153},"对话式包装如何运作",[14,155,156,157,160],{},"这一流程融合了",[18,158,159],{},"技术、结构和设计","：",[162,163,164,170,181,187],"ol",{},[82,165,166,169],{},[18,167,168],{},"集成二维码：","在包装上印制 GS1 Digital Link 二维码。",[82,171,172,175,176,180],{},[18,173,174],{},"准备数据：","品牌将产品数据、安全信息、标签和声明上传至 ",[21,177,179],{"href":178},"\u002Fzh-hans\u002F","Digital Link"," 系统。",[82,182,183,186],{},[18,184,185],{},"AI 对话：","Cleo 将这些结构化知识转化为自然对话。",[82,188,189,192],{},[18,190,191],{},"消费者访问：","客户扫码、提问，并以自己的语言获得答案。",[14,194,195],{},"由此形成一个简单而强大的流程：包装 → 扫码 → 对话 → 购买决策。",[34,197,198],{"id":198},"为品牌和客户带来的好处",[14,200,201,202,160],{},"对话式包装帮助品牌同时",[18,203,204],{},"实现多重收益",[79,206,207,213,219,225,231],{},[82,208,209,212],{},[18,210,211],{},"合规就绪：","监管机构要求信息传递准确无误。Cleo 确保所展示的内容与经批准的产品信息一致。",[82,214,215,218],{},[18,216,217],{},"消费者互动：","每一次扫码都是开展互动、推广忠诚度计划或展示可持续特性的机会。",[82,220,221,224],{},[18,222,223],{},"知识洞察：","品牌可以分析客户提出的问题，获得基于数据的消费者行为洞察，并改进包装设计。",[82,226,227,230],{},[18,228,229],{},"节约成本：","自动回答重复性问题，在保证服务质量的同时减轻人工团队的负担。",[82,232,233,236],{},[18,234,235],{},"差异化：","在货架上，会“说话”的包装脱颖而出，彰显创新形象。",[14,238,239],{},"对客户而言，好处同样显著：获得清晰的信息和可信的答案，并能实时与产品“对话”。",[52,241,242],{},[55,243,244,246],{},[58,245],{},[61,247],{"alt":248,"height":64,"src":249,"width":66},"一家人在厨房中扫描零食包装上的二维码","\u002Fimages\u002F2025\u002F09\u002FFamily-scanning-a-snack-package-with-QR-code-in-kitchen.png",[34,251,252],{"id":252},"挑战与注意事项",[14,254,255],{},"当然，打造对话式包装需要周密的规划：",[79,257,258,264,270,276],{},[82,259,260,263],{},[18,261,262],{},"准确性：","过时或不完整的数据会削弱信任。",[82,265,266,269],{},[18,267,268],{},"法规：","健康声明和敏感的产品信息必须遵守严格的法律标准。",[82,271,272,275],{},[18,273,274],{},"多语言需求：","在全球市场中，支持多种语言必不可少。",[82,277,278,281],{},[18,279,280],{},"隐私：","收集提问相关数据时，必须遵守 GDPR 及类似法规框架。",[14,283,284],{},"妥善处理这些方面后，包装不仅能传递信息，还能保护品牌声誉。",[34,286,287],{"id":287},"如何将对话式包装融入您的战略",[14,289,290],{},"对于正在考虑这一理念的企业，以下是一套实用方法：",[79,292,293,299,305,311,317],{},[82,294,295,298],{},[18,296,297],{},"审核产品数据：","找出缺失或不一致的信息。",[82,300,301,304],{},[18,302,303],{},"明确使用场景：","识别客户最常提出的问题。",[82,306,307,310],{},[18,308,309],{},"设计对话流程：","规划直接、亲切且实用的回答。",[82,312,313,316],{},[18,314,315],{},"在真实场景中测试：","选取部分 SKU 进行试点，并收集消费者反馈。",[82,318,319,322],{},[18,320,321],{},"推广这项功能：","在包装上清楚地告知：“扫描此二维码，有问必答。”",[14,324,325],{},"借助合适的工具，品牌可以从静态标签迈向能够主动促进销售、建立忠诚度并传递价值观的包装。",[34,327,328],{"id":328},"包装即对话的未来",[14,330,331],{},"展望未来，对话式包装还将持续演进：",[79,333,334,340,346,352],{},[82,335,336,339],{},[18,337,338],{},"个性化体验：","记住过往互动，提供量身定制的建议。",[82,341,342,345],{},[18,343,344],{},"可视化回应：","借助 AR 或视频演示产品功能。",[82,347,348,351],{},[18,349,350],{},"与忠诚度计划集成：","以即时优惠奖励用户互动。",[82,353,354,357],{},[18,355,356],{},"讲述可持续故事：","展示包装如何保护地球并融入循环经济实践。",[14,359,360],{},"这些方面进一步印证：包装不只是用来盛装产品，更是讲述故事、开展对话的载体。",[52,362,363],{},[55,364,365,367],{},[58,366],{},[61,368],{"alt":369,"height":64,"src":370,"width":66},"在店内扫描服装吊牌上二维码的顾客","\u002Fimages\u002F2025\u002F09\u002FPerson-scanning-clothing-tag-with-QR-code-in-store.png",[34,372,373],{"id":373},"结语",[14,375,376,377,379],{},"那么，",[18,378,36],{},"它是能够回答问题、提供指引，并在品牌与消费者之间建立有意义交流的包装。通过将二维码技术、结构化数据和 Cleo 等 AI 工具相结合，品牌打造的包装不仅符合法规要求，还能加强沟通、维系信任并带来商业收益。",[14,381,382],{},"归根结底，关键在于认识到包装不只是印刷和展示。它是一种对话媒介，客户可以在这里获取知识、提出问题，并得到清晰、直接的答案。对品牌而言，这一过程能够提升忠诚度、保护声誉，并开启一个每个包装都参与对话的未来。",{"title":384,"searchDepth":385,"depth":385,"links":386},"",3,[387,389,390,391,392,393,394,395,396],{"id":31,"depth":388,"text":36},2,{"id":69,"depth":388,"text":70},{"id":108,"depth":388,"text":108},{"id":153,"depth":388,"text":153},{"id":198,"depth":388,"text":198},{"id":252,"depth":388,"text":252},{"id":287,"depth":388,"text":287},{"id":328,"depth":388,"text":328},{"id":373,"depth":388,"text":373},null,"了解什么是对话式包装，二维码和 AI 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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":421,"sourcePath":422,"title":423,"heading":424,"ogImage":425,"publishedAt":426},"\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":428,"sourcePath":429,"title":430,"heading":431,"ogImage":432,"publishedAt":433},"\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",1790247903764]