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本文实地调查了某城市甲乙两家具城在十一国庆黄金周的促销活动,甲家具城在统一了收银、数据统计等制度安排下,采取优惠券的营销策略,取得了较好的销售效果,而乙家具城由于采取分权的制度安排,施行了松散的黄金周营销策略,在客户体验、优惠力度、活动后期评价等方面处于劣势。通过以上分析得出在产品差异化程度不显著、价格中等、厂商定价能力弱、品牌效应不显著的行业,各厂商宜采取联合营销的模式,集中能产生规模效益的非核心部门,而各自专业运作品牌营销等核心部门,通过分工与协作,实现营销收入的最大化。
This article surveyed the city A and B two furniture city in the 11th National Day Golden Week promotional activities, a furniture city in a unified cash register, data statistics and other institutional arrangements to take coupons marketing strategy and achieved good sales results, However, due to the decentralized institutional arrangement, B Furniture City implemented a loose Golden Week marketing strategy which was at a disadvantage in terms of customer experience, preferential treatment and post-evaluation of activities. Through the above analysis, it is concluded that in the industries where the degree of product differentiation is not significant, the price is moderate, the firm pricing power is weak, and the brand effect is insignificant, all manufacturers should adopt the mode of joint marketing and focus on non-core departments that can produce economies of scale. Operation of brand marketing and other core sectors, through division of labor and collaboration, to maximize marketing revenue.