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“双赢”理念,就是交易双方或一方以出让一部分期望得到的利益作为回报,以取得彼此所要求的某种利益或价值的一种经营和促销行为。通俗地讲就是交易双方或某一方做出一些让步,为最终达成双方都满意的交易创造条件。最近在我国发生的一个非常典型的“双赢”案例,就是中美双方经过十多年艰难的讨价还价,彼此在一些问题上都作出一些重大让步,最终以“双赢”的结果所达成的“入世”协议。美国企业及其产品获得了条件较为优厚,“门槛”较为低矮的进入中国市场的准入证,中国则获得了较为平等、自由、规范的贸易机会,以更加宽松的条件参与世界经济竞争, “双赢”策略与传统促销策略的根本区别在于:“双赢”策略的出发点在于通过交易双方某种程度上的直接获利,以信息传播为手段,最终实现自己的营销与经营目的,它的特点表现为在实现自己的营销目的之前,需要先帮助顾客实现某
The concept of “win-win” is a kind of management and promotion behavior in which one or both parties to a transaction repay part of the expected interest in return for obtaining some kind of interest or value required by each other. To put it in a nutshell, it is to make some concessions by one or both parties to the transaction and to create the conditions for the eventual conclusion of a transaction that is satisfactory to both parties. A very typical “win-win” case recently occurred in our country is that after more than a decade of hard bargaining between China and the United States, each has made some major concessions on some issues and finally reached the goal of “joining the WTO” as a result of “win-win” protocol. American enterprises and their products have obtained relatively favorable conditions and a relatively low threshold for entering the Chinese market. China has obtained more equal, free and standardized trade opportunities, participated in world economic competition with more lenient conditions, The fundamental difference between the “win-win” strategy and the traditional promotion strategy lies in the fact that the starting point of the “win-win” strategy lies in the fact that through the direct profit of both parties to a certain degree and the dissemination of information, the ultimate goal of marketing and management is realized. Its characteristics Performance in the realization of their own marketing purposes, you need to help customers achieve a certain