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在过去的近20年里,国际性的趋势是SP(销售促进)的费用在整个促销费用中的比例越占越大,甚至比广告费用还高出许多,SP 在实效营销中的作用越来越被策划家们所重视。促销手段丰富多彩,典型案例层出不穷,四两拨千斤的例子时有出现,而充分利用 SP 产生的整合效应更是引起业内人上关注的一种重要方法。一般来讲,促销手段常用的方式有免费 SP,优惠 SP 和竞赛 SP 及以顾客满意(CS)为目的的服务促销。每种促销手段的独立策划,都可能起到促进销售的目的,而几种促销手段的搭配使用,综合
In the past two decades or so, the international trend is that the cost of SP (sales promotion) is more and more proportionate to the total promotion cost, which is even higher than the advertising cost. The role of SP in the effectiveness marketing is more and more The more planners value. The richness and variety of promotional tools, typical cases emerge one after another, splinter of the examples from time to time, and make full use of the integration effect of SP is caused by the industry is an important way to pay attention. In general, there are free SP, preferential SP and competition SP and service promotion for the purpose of customer satisfaction (CS). The independent planning of each promotional means, may play a role in promoting sales, and the use of several promotional tools, integrated