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企业家们越来越对促销感兴趣,但实际上,传统的大抽奖、买一送一、无效退款等促销手段已越来越失去消费者的信任。以下列举的几个案例可明显看出一个变化:以塑造品牌形象为主的促销,才能真正起到既促进销售、又提升品牌的作用。案例1:“三人街霸”掀起百事新潮百事可乐饮料有限公司取得1999中国甲 A 足球联赛冠名权后,深圳百事可乐饮料有限公司针对即将到来的销售旺季,借球造势,大做足球促销文章,在甲 A 开战前期,推出了“百事可乐三人街霸足球赛”和“坐看风云,笑赢大奖”两项活动,使百事可乐在竞争激烈的深圳饮料市场从春季即开始形成强劲的旺
Entrepreneurs are increasingly interested in promotions, but in reality, traditional big draws, buy-one-get-ones, and invalid refunds have lost consumer trust. The following list of several cases can clearly see a change: to promote the brand-based promotions, can really play a role in promoting sales and enhance the brand. Case 1: “San Francisco Street Fighter” set off a new wave of Pepsi Pepsi Cola Beverage Co., Ltd. After winning the naming rights for the 1999 China A-A football league, Shenzhen Pepsi Cola Beverage Co., Ltd. borrowed the ball to create a football promotional article for the upcoming sales season. In the early stage of AA war, the two activities “Pepsico Triple Street Fighter Football Match” and “Take a look at the situation, laugh and win prizes” were launched, which enabled PepsiCo to form a strong market in the highly competitive Shenzhen beverage market from the spring. Wang