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混乱的市场格局给家电市场带来一种奇怪的现象,就是在一定的阶段内广告对销售的拉动作用变得比较微弱。广告把消费者送到了卖场的家电展台前面,但是用谁的产品把顾客从卖场里送走,则成了另外一回事。随着竞争的加剧,几乎每一品牌都在自己的展台前配备了自己的促销员,促销员成为卖场内混乱信息的制造者,也成为实现大量销售的直接推动者。我们认为这是一个非常难得的市场机遇。家电市场的销售已经从大单的批发转向了零买零卖鸡蛋似的单个挑的方式,即现在的市场已经进入了实际的阵地战与肉搏战的时代。在这样的时代,人的力量起到了极其重要的作用。卖场只是渠道的终端,行销就是按照用户的要求软化企业,软化产品等等企业系列要素,从而达到用户对自己企业和产品倾向性的改变,实现自己产品或者是服务销售的过程。其中的软化就是最大限度地采用健康、有创意的手法,调动、调整用户感情的过程,并且所有的软化过程大部分都将在网络的终端内完成,而这些终端基本上就是家电企业的主力卖场。剧场就是通过尽可能多的手段调动审美主体接受它所传达出的东西的一个过程。从这种意义上说,卖场与剧场有着一种异质但同构的特性。笔者想从自己的行销过程中的些许案例和体会来呈现将卖场作为剧场来运作而起到的良好效果。
Chaotic market patterns to bring a strange phenomenon to the home appliance market, is that in a certain period of advertising on the sales stimulus has become relatively weak. Advertising to consumers in front of the appliance booth booth, but with whom the product to customers away from the store, it has become another thing. As competition intensifies, almost every brand is equipped with its own promoters in front of its booth, promoters become producers of chaotic information in stores and also become direct promoters of mass sales. We think this is a very rare market opportunity. Sales of home appliances market has shifted from a single large wholesale retail egg-like single pick the way, that the current market has entered the actual era of positional warfare and hand-to-hand combat. In such an era, human power has played an extremely important role. Marketplace is only the channel of the terminal, marketing is in accordance with the requirements of users to soften the business, softening products, and so the series of business elements, so as to achieve the user’s own business and product changes, to achieve their own product or service sales process. One of the softening is to maximize the use of healthy and innovative approach to mobilize and adjust the feelings of the user process, and most of all the softening process will be completed within the network terminal, and these terminals are basically the main store appliance business . The theater is a process of mobilizing the aesthetic body to accept what it conveys through as many means as possible. In this sense, stores and theaters have a heterogeneous but homogeneous character. The author wants to present some good results from using the store as a theater to operate from a few cases and experiences in his marketing process.