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在商品销售上,促销的目的是把产品及服务的有关信息向消费者传播,以说服和影响人们将购买方式及消费方式向有利于企业的方向转化的一系列企业行为。利用娱乐让人愿意接受、容易接纳的特点进行促销往往能对整个企业的营销活动起到画龙点睛的提升效果。 利用娱乐暗度陈仓,曲径通幽 科龙集团前营销副总裁屈云波认为;娱乐营销传播实际上是在创意及执行过程中表现出来的一种手段,它通过一些新颖、形象的创意思路,通过多种多样、生动有趣的执行手段,来演绎与消费者的沟通技巧,令人赏心悦目,使资讯超载的消费者能够接受企业传递的信息,并产生消费行为。
In the sales of goods, the purpose of sales promotion is to disseminate information about products and services to consumers so as to persuade and influence the series of behaviors that people will transform from purchase method and consumption method to benefit the enterprise. The use of entertainment people are willing to accept, easy to accept the characteristics of the promotion of marketing activities can often play a finishing touch to enhance the effect of the entire enterprise. The use of entertainment darkness Chen Kuang, Qu Fuyong Kelong Group, former vice president of marketing Qu Yunbo that; entertainment marketing communication is actually a means of creativity and implementation process demonstrated that it through a number of innovative ideas of the image through a variety of Diverse, vivid and interesting means of implementation, to interpret the communication skills with consumers, it is pleasing to the information overload of consumers to accept the information passed by the enterprise, and generate consumer behavior.