论文部分内容阅读
过去厂家常常抱定一种信念:“酒香不怕巷子深”。随着市场经济的发展,卖方市场逐渐转向买方市场,特别是品牌的增多,竞争更重于促销;通货膨胀和经济衰退使消费者指望得到更多的优惠。聪明的厂家正是利用这种消费趋向,制订切实可行的促销企划。促销除了利用消费者求新、求奇心理进行新奇促销策划外,企业还可以直接利用产品的特征(质量、款式、色彩、性能等)进行促销策划。企业利用产品特征进行策划以吸引消费者并引起消费行为的促销,我们称之为产品特征促销。
In the past manufacturers often embraced a belief: “The wine is not afraid of the deep alley.” With the development of the market economy, the seller’s market has gradually shifted to the buyer’s market, especially with the increase of brands, and competition is more important than promotion; inflation and economic recession make consumers expect more concessions. Smart manufacturers are using this trend of consumption to develop practical promotional plans. In addition to the use of innovative novelty and curiosity to promote novelty promotion planning, companies can also directly use product features (quality, style, color, performance, etc.) for promotion planning. Companies use product features to plan to attract consumers and promote consumer behavior promotions, which we call product feature promotions.