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销售促进在营销组合的诸多手段中常常被认为是一种辅助的、次要的手段,然而,这些手段在营销实践中却能作出重要的贡献。可以毫不夸张地说,在目前国内市场的某些消费品行业中,成功的促销活动已经成为打破竞争产品的品牌忠诚度、提升本企业产品销售的有力因素和重要保障之一。但是,如何在目前如火如荼的促销大战中独树一帜,如何充分利用促销手段的正面效益,避免其负面的品牌伤害作用,如何使短期的促销活动达成长期的效果,这些问题始终困惑着相当多的市场策划人。本文仅就日用消费品行业如何揣摩消费者心理,如何设计与选择促销策略,如何实施整个促销控制,略陈浅见。
Sales promotion is often considered as a secondary and secondary tool in many combinations of marketing mixes, yet these tools can make an important contribution to marketing practices. It is no exaggeration to say that in some consumer goods industries in the domestic market, successful promotion activities have become one of the most powerful and important factors in breaking the brand loyalty of competitive products and enhancing the sales of their products. However, how to take full advantage of the current promotional battle in full swing, how to make full use of the positive benefits of the promotion means to avoid the negative brand damage, and how to make the short-term promotional activities achieve long-term results. These problems have always bewildered a considerable number of market planning people. This article only on the consumer products industry, how to try to figure out consumer psychology, how to design and select promotional strategies, how to implement the entire promotional control, a little superficial.