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话题背景:红红火火的“五一”黄金周恍然而逝,但众多生产商激烈争夺黄金市场的种种促销场面依然历历在目。从一定程度上说,在产品越来越同质化的年代,促销这种短平快的营销方式已经成为企业争夺消费者的最常用手段之一,它的运用范围,也已经逐步从企业的假日营销行为演变成为企业的营销常态行为之一。对于消费者来说,很少能有碰到没有商品促销的日子。促销从一定程度上来说,就是对消费者的让利,这对消费者来说,当然是件好事。按理说,厂家促销,就会给商家带来更大的销量,对商家当然也是件好事。但是,在很多的促销活动中,我们却发现,让利消费者到了商家那里最终都落了个有名无实,商家非常不乐意配合厂家的行动。
Topic Background: booming “May Day” Golden Week suddenly passed away, but many manufacturers fierce battle for the gold market, all kinds of promotional scenes are still vivid. To some extent, in the era of increasingly homogeneous products, the promotion of such short and flat marketing methods has become one of the most common means for enterprises to compete for consumers. Its scope of application has also gradually shifted from the holiday marketing Behavior evolved into one of the normal business marketing activities. For consumers, there are few days when there are no product promotions. To a certain extent, sales promotion is for consumers, which of course is a good thing for consumers. It stands to reason, manufacturers promotions, it will bring greater sales to businesses, of course, is also a good thing for businesses. However, in many promotional activities, we found that none other than letting consumers go to the merchants end up being totally unknown, and the merchants are not willing to cooperate with the manufacturer’s actions.