促销是企业生产管理中的一个重要环节,促销的好坏直接决定着企业在市场竞争中的命运。美国 IBM 公司创始人沃森(T·J·Watson)说过:“科技为企业提供动力,促销则为企业安上了翅膀”。如何扩大企业的产品销售,提高企业的销售力,对企业策划人员来说是一个十分重要的课题。为了激发较早或较强的市场反应,企业促销通常运用许多促销工具和促销方法。由于促销工具和促销方法在形式上多种多样,因此,许多企划人员都认为 Promotion is an important part of the company’s production management. The quality of the promotion directly determines the fate of the company in market competition. T.J. Watson, the founder of IBM Corporation in the United States, said: “Technology provides incentives for enterprises, and promotions promote wings to companies.” How to expand the company’s product sales and increase the company’s sales force is a very important issue for corporate planners. In order to stimulate an earlier or stronger market response, corporate promotions often use many promotional tools and promotional methods. Due to the variety of promotional tools and promotional methods, many planners believe that