促销,是现代商战的有力武器,然而许多企业投入的促销费用虽然不少,却没有起到应有的作用,究其原因,很多是因为调查研究工作没做好,有的企业甚至不做调查,只凭决策者的灵机或感觉决定,当然达不到好的效果。促销必须首先从企业自身的实际出发,对消费者进行细致的调查,包括目标市场的调查,同类产品的调查,消费心理及习惯调查,目标消费群接触媒体调查 Promotion is a powerful weapon in modern commercial warfare. However, although many companies have invested a lot of promotion costs, they have not played their due role. The reason for this is that many investigations and investigations are not done well, and some companies do not even investigate. Depending on the decision-maker’s spirit or feelings, it is of course not possible to achieve good results. Promotions must start with the actual conditions of the company itself and carry out meticulous surveys of consumers, including target market surveys, surveys of similar products, surveys of consumer psychology and habits, and target consumer groups.