更名促销 名是实的表现,但是不同的品名也会赋予商品不同的内涵,从而对消费者产生不同的影响。1951年9月,日本首相吉田茂访美,签订了日美“安全条约”。日本乐天集团董事长辛格浩立即抓住这个机会,将能吹出泡泡的口香糖命名为“和平口香糖”,并大肆进行宣传,独占市场鳌头。更名的艺术贵在理解消费者的心,使品名与其某种心理特征相应。 服务促销 精于调查,精于思考,摸准消费者的心理需求,使销售服务真正“服”到消费者的心坎中,便可产生显著的促销作用。近几年,随着人们生活水平的不断提高,钢琴已成为不少人家青睐的商品。但有人担心买回来不会弹,弄坏了,白白浪费金钱。重庆市群林百货商场在销售服务上推出新招:请欲买者付上定金,然后免费教他们学钢琴,直到学会为止。结果顾客源源不断,钢琴生意长盛不衰。记得一位外国经济学家说过:“善于创造顾客是企业仅次于产品创新的第二次竞争。” Renamed Promotions Names are actual performances, but different product names will also give different meanings to the products, which will have different effects on consumers. In September 1951, Japanese Prime Minister Yoshida Yoshida visited the United States and signed the Japan-US “Security Treaty.” Singhho, the chairman of Japan’s Lotte Group, immediately seized this opportunity to name the chewing gum that could blow out bubbles “peaceful chewing gum,” and made great propaganda to dominate the market. The renamed art is more expensive in understanding the minds of consumers and making the names correspond to certain psychological characteristics. Service Promotion Proficient in the investigation, exquisite in thinking, in touch with the psychological needs of consumers, so that sales services really “service” to the hearts of consumers, it can produce a significant promotional effect. In recent years, with the continuous improvement of people’s living standards, the piano has become a favored product for many people. However, some people worry that buying back will not play, break, and waste money. Chongqing Qunlin Department Store has introduced new services on sales services: For buyers, they will pay a deposit, and then teach them piano for free until they learn. The result is a steady stream of customers, and the piano business is prosperous. I remember a foreign economist said: “To be good at creating customers is the second competition for companies that is second only to product innovation.”