《管理杂志》4月特别报道很多企业为了强化消费者的印象,大举在电视或平面媒体上大打广告;然而现在消费者信息来源众多,只靠打广告曝光,已经无法与消费者交心。企业必须运用更多创意,提供消费者更全面的接触点,才能在渠道上成为赢家。消费接触点,影响出手瞬间。所谓的接触点,就是消费者从需求产生到购买产品的过程中,所接触到的每一个点、 Management Magazine Special in April Many businesses are massively advertising in the television or print media in an attempt to reinforce their perceptions of the consumer; however, consumers now have a plethora of sources that can no longer meet consumers simply by advertising. Businesses must use more ideas to provide consumers with more comprehensive touch points in order to become winners in the channel. Consumption contact point, affecting shot instantly. The so-called contact point, that is, consumers from the demand arising from the purchase of products in the process, each contact with the point,