浅析企业的促销策略.docVIP

浅析企业的促销策略 摘　要 美国IBM公司创始人沃森说过：“科技为企业提供动力，促销则为企业安上了翅膀”。在商品市场高度繁荣的今天，产品的市场运作离不开现代市场营销活动的支持。现代市场营销不仅要求企业开发适销对路的产品，制定有吸引力的价格，通过合适的渠道使目标顾客易于得到他们所需要的产品，而且还要求企业树立其在市场上的形象，加强企业与社会公众的信息交流和沟通工作，即进行促销活动；从流通经济学的角度来讲，市场又是经济活动流中“商流”、“物流”、“信息流”的汇集点，其中信息流是商流和物流的基础，畅通的信息有助于商流和物流的进一步壮大，各种“流”越是通畅顺达，越有利于流通的实现，有利于这个汇集点对外扩展，而对市场的促销从中正是起到了这种润滑的作用。通过有力度的促销，企业完全可能提高市场知名度和美誉度，进一步拓展其商势圈的空间范围，从而在激烈的竞争之中获得有利地位。然而作为企业营销过程中非常重要的一环，促销却普遍没有引起市场营销管理者太多的重视，目前，很多企业促销活动由于缺乏统一的促销策略和计划方案，导致促销活动没能达到预期的效果。因此，如何通过采取合适的促销策略扩大企业的产品销售，提高企业的销售力，对企业来说是一个十分重要的课题。 本文是在搜集与本选题有关的文献资料，了解专家学者的研究取向及研究结论的基础上，对专家学者们的研究结论进行总结，然后搜集与企业促销策略有关的理论知识，在这些理论知识的支持下，得出促销对于企业发展的重要性以及在当今时代条件下企业如何实施促销对策。 关键词：促销；企业；物流；信息流；促销策略 ?MACROBUTTON NoMacro [Click and type abstract text here.]  Abstract Watson, founder of IBM company in the United States,said: science and technology provide the impetus for the enterprise, while business promotion installs wings for it. Tody, in the high degree of prosperity of the commodity markets , the operation of the modern market can not be separated from the support of marketing activities.The modern market-oriented activities requires not only the development of marketable products, the stipulation of an attractive price, and the construction of appropriate channels though which the target customers can get their products, but also the establish of its corporate image in the market to strengthen theinformative exchange and communication between the corporation and the public, that is, marketing activities; From the perspective of circulation in economics, the market is a focal point of kinds flows of economic activities, such as business flow” matter flow and information flow , among which information flow in the base of the other two parts.The smoothness of information helps the further growth of the other two flow. The more unobstructive flows are, the more conducive to the realization of the flows and the external expansion of the focal point . And market promotion played a role in lubricatio