摘要:随着市场竞争的加剧,企业之间的竞争已经上升到了品牌之间的竞争,而品牌与企业的资产也变得越来越不稳定,企业不得不利用更快捷、更有效的营销方式来获得更大的利益。因为促销的设计、实施、收益比其他营销形式相对较快,使其越来越得到企业的重视。“在营销产品与服务中,促销并不是一种次要的方式,而是公司可以采用的一种重要工具,也是我们日常生活中的一个重要部分,将来可能会变得更重要。” 对于一个企业来说,要创造最好的品牌价值,也就是消费者心中的质量、价值和形象的总和,是一项至关重要的任务,也是企业与消费者维持良好关系的最有利保障。“而消费促销是影响品牌所有要素的工具。” 企业要发展,离不开品牌建设和发展,品牌在一定程度上,受到促销的影响,也就是促销将间接地对一个企业的生存和发展有一定的影响作用。
消费者是企业最终的服务对象,每一个企业都应该清楚其目标消费群的需求,并能够预见和满足这些需求。因此本文选取了对消费者影响最为直接、最为明显的3种促销方式:POP、优惠券、赠品,分析强、弱势品牌在这3种方式上的不同体现以及可能对消费者产生的影响,于是得出POP、优惠券、赠品比较适合于强势品牌运用的观点,而为了更具说服力,利用案例之间的直观对比,层层递进、深入分析,加上产品类型的探讨,即从消费者购买产品时所承受的心理压力来划分为高、低卷入度产品,使各个方面更趋于完善。其实企业在进行消费者促销时,并不会采取单一方式,而是可能将两种或两种以上的方式进行有机的结合起来,即产生了消费者促销组合,本文在最后总结时,旨在强调消费者促销组合会对企业、对品牌更有效,是推动品牌,尤其是强势品牌更好发展的不竭动力。
关键词:促销、销售促进、POP、优惠券、赠品
Abstract :With the aggravation of the market competition, the enterprises have already risen to the competition between the brands. The assets of the brand and enterprise become more and more unstable, the enterprise have to utilize swifter, effective ways to get greater interests for them. Because promotion is as relatively comparatively fast as other marketing forms, which leads to receive the attentions of enterprise. "In marketing products and service, it is not a kind of less important way to promote. But an essential tool which the company can use, is an important part in our daily life, and it maybe more important in the future. "It is the total of quality in consumer''s heart, value and image to an enterprise, which wants to create the best brand value. It is an essential task that keeps the good relations between enterprise and consumer. "It is a tool which influences all key elements of brands. " The enterprise can’t develop without the construction of the brand, which is to a certain extent influence by promotion.
The consumer is a final object of an enterprise. Every enterprise should know the demands of its target, and it has to predict the satisfied demand. So I have selected 3 kinds of obvious promotion ways to the consumer directly: POP, certificate, premium, and analyze different embodiment and possible influence to consumer of advantage and disadvantage brand. Then I draw the view that POP, certificate, premium is relatively suitable for the advantage brand. In order to make its more convincing, I utilize the ocular contrast between the cases. Go forward one by one, ring upon ring and divide products into high or low to make all respects more perfect. Actually the enterprise can’t only take a kind of way when promoting, they always carry on organic combination of two kinds or more than two kinds. When I summarize at last, I think the combination of promotions is effective for the brands, especially advantage brands.
绪论
新营销时代的到来,为企业带来了新的市场契机,更是带来了新的挑战。而其中最重要的便是:新营销理论的诞生,因为其代替了传统营销理念,4CS代替4PS:需求代替产品、成本代替价格、便利代替地点、沟通代替促销,这具有划时代的意义。但从促销层面来讲,其仍是不可忽视的营销策略之一,尤其是在竞争相当激烈的现代社会。而品牌作为现代企业竞争的一种象征,“它指的是一种名称、术语、标志、符号或设计,或是它们的组合运用,其目的是借以辨认某个销售者或某群销售者的产品或服务,并使之同竞争对手的产品和服务区别开来。” 本文只是将品牌作为一个整体概念来叙述,不对品牌具体展开。促销其实和品牌一样并不是一种机械活动,也不是对消费者的强加活动,它是一种具体的沟通,能够提供给消费者现场兑现或者事后兑现的好处,希望消费者能够购买产品或享受服务,从而提升销售量,最终服务于企业。