近年来随着促销强度的不断加大,以大幅削价为基本特征的过度促销已经演变成为行业价格战的前奏。过度促销不仅会造成消费者价格敏感度降低,而且会影响企业的长期利润与品牌资产建设;企业只有加强促销的管理,不断加强自身核心能力的培养,才能从根源上杜绝过度促销和规避由其引发的促销战和价格战。 In recent years, with the increasing intensity of sales promotion, over-promotion with the substantial price cut as the basic feature has evolved into a prelude to the price war in the industry. Over-promotion will not only reduce the consumer price sensitivity, but also affect the long-term profit and brand equity of the enterprise. Only by strengthening the promotion management and continuously strengthening the cultivation of their own core competence can the enterprise eliminate the excessive promotion and avoid Caused by sales promotion and price war.