把促销做到消费心里.docVIP

经营佐料之四十三 把促销做到消费者心里 案例背景 　　1997年初，当作为欧洲排名第一、世界第四大家用电器制造商的西门子雄心勃勃地进军中国家电市场时，面临的却是白热化的市场竞争。如何将第一款与欧洲同步的滚筒洗衣机成功推向中国消费者的问题，，1997年恰逢西门子公司成立150周年，，150周年金银欢乐送”全国性推广活动：凡购买西门子洗衣机，可获赠“限量绝版定制的西门子150周年纪念纯银币”一枚并同时参加纯金币大抽奖。这些制造精美极具收藏价值的纪念币与设设计简洁高贵典雅的西门子洗衣机相映成辉，，。，，，，，”的大型时装表演与新装上市活动。活动当天洗衣机销售创武汉当年最高纪录；在上海，与著名休闲装品牌ESPRIT合作，双方通过资源共享以及联合广告宣传与新闻发布， 年轻消费者未来结婚购置的首选目标。 非凡业绩 独特的营销策略，使得西门子在短短两年时间内，成为了中国家电市场上的一支不可忽视的力量。 案例点评 　　当越来越多的商家开始意识到促销手段在商战中的重要作用时，，，，，，，， leading cadres to everyday things busy as an excuse, urged not do or knock on the ring look, lack of work enthusiasm and forward-looking. The difficulties and problems of individual cadres indifferent masses as the buck passing, long, make some simple complex problems. Some cadres general talk about pay, do not take1 leading cadres to everyday things busy as an excuse, urged not do or knock on the ring look, lack of work enthusiasm and forward-looking. The difficulties and problems of individual cadres indifferent masses as the buck passing, long, make some simple complex problems. Some cadres general talk about pay, do not take3 leading cadres to everyday things busy as an excuse, urged not do or knock on the ring look, lack of work enthusiasm and forward-looking. The difficulties and problems of individual cadres indifferent masses as the buck passing, long, make some simple complex problems. Some cadres general talk about pay, do not take