ABSTRACT The purpose of this paper is to examine the traditional ‘contain–protect–communicate–facilitate convenience’ model of the main packaging functions, to revise each component of it in relation to packaging strategies and smart packaging applications, and to establish a new model of the main packaging functionalities concerning the analysed data. The scientific approach of this paper is twofold: it is based on an extensive literature review focused on articles related to packaging science and on a set of empirical observations from industrial cases of enhanced packaging with a higher emphasis on interactive packaging. The key findings of this paper are the two principal purposes of smart interactive packaging: (1) to enhance the product’s functionality or experience in order to serve its primary initial purpose more effectively and (2) to improve consumers’ experiences through engagement and entertainment in both the retail and the usage environment. This paper proves its originality by considering shifts in technological opportunities in packaging to assure a broader range of design options in packaging and engagement, thereby leaving packaging as static item. Also, bridging the general consumer experience between digital marketing and physical shopping using packaging is a novelty in retailing and brand management. This research is in its early stages and limitations are given from the modest proliferation of smart and interactive packaging into empirical contexts. New technologies of packaging and the design decisions are expected to have significant practical implications for brand and retail managers as well as consumers.

中文翻译：

---

智能包装：定义，模型和包装作为数字和物理产品管理之间的中介

摘要本文的目的是研究主要包装功能的传统“包含，保护，沟通，便利的便利”模型，对与包装策略和智能包装应用有关的每个组件进行修订，并建立一个新模型有关分析数据的主要包装功能。本文的科学方法是双重的：它以针对包装科学相关文章的广泛文献综述为基础，并基于对增强包装的工业案例的一系列实证观察，而对交互式包装的重视程度更高。本文的主要发现是智能交互包装的两个主要目的：（1）增强产品的功能或体验，以便更有效地达到其最初的主要目的；（2）通过在零售和使用环境中的参与和娱乐来改善消费者的体验。本文通过考虑包装技术机会的变化来证明其独创性，以确保包装和接合方面的设计选择范围更广，从而使包装成为静态商品。同样，在数字营销和使用包装的实体购物之间架起一般的消费者体验，在零售和品牌管理方面也是一种新颖。这项研究尚处于初期阶段，其局限性在于智能和交互式包装在经验背景下的适度增长。