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“旺季取利,淡季取势”,这应该是淡季营销的核心思想。取利,就是要夺取最大销量;取势,则是获取制高点,争取长期的战略优势。淡季需求不旺。企业的营销应更强调竞争导向,把更多的精力放在观注和分析竞争对手上。相对而言,旺季则应强调需求导向,顺应消费者需求的功能创新对于“取利”更有现实意义。另外,淡季意味着绝对销量的绝对减少, 应该尊重这一客观事实。
“Getting profit in peak season and taking advantage of off-season” should be the core idea of off-season marketing. To take advantage of profit, it is to seize the maximum sales; to take advantage of it is to obtain a commanding height and strive for long-term strategic advantage. Demand is not strong in the off-season. Corporate marketing should place more emphasis on competition orientation and focus more on the concept of attention and analysis of competitors. Relatively speaking, the peak season should emphasize demand-oriented, and functional innovation that conforms to consumer needs has more practical significance for “taking profit”. In addition, off-season means an absolute reduction in absolute sales, and this objective fact should be respected.