How to promotional and brand unique properties across the gap between communication.docVIP

 PAGE \* MERGEFORMAT 10 How to promotional and brand unique properties across the gap between communication In the increasingly fierce market competition environment, the promotion of sales of enterprises to adopt various means to nurture, guide, or ‘lure’ customers to achieve their development goals, while consumers in the dazzle of the promotions under noisy and often passive to take part in this game of games. In such a context, whether the enterprise in the promotion process with the consumers ‘win-win’, you need to apply a big question mark. This paper analyzes the corporate marketing activities and the interaction between brand communication, marketing manager for better design and implementation of marketing programs made a tentative exploration. A, promotions and brand communication problems between the interaction In the perfectly competitive market environment, almost every enterprise faces years in internal and external pressure, external competitive pressures are mainly fragmentation of consumer markets, competition, brand diversification, short-term objectives, product homogeneity technology, reduction of brand loyalty, retail terminals gradually increase bargaining power, promotion of increased sensitivity, promotion, noise (or noise), etc. a variety of factors, causing companies to find ways to promote products / services are sold to ensure that their competitive position in their respective industries. Corporate sales promotion means, including advertising, public relations and sales promotion (Jane called promotion). According to the implementation of objects of different marketing programs, corporate marketing programs can be divided into: For sales channel marketing (including sales contests, channels subsidies, point of sale displays, training programs, joint advertising and trade shows, etc.) and target consumers promotions (including free samples, coupons, gifts, lucky draw, discount / refund, preferential packaging, reduced-price selli