How to respond to impulse behavior-.docVIP

 PAGE \* MERGEFORMAT 11 How to respond to impulse behavior? Our study found that the vast majority of distributors or retailers of impulse behavior is often a short-term behavior. The purpose is to enhance the sales and distribution, or about how to enhance communication with consumers, and even the establishment of long-term stable cooperative relations between the lack of in-depth consideration. Impulse behavior can be completed within the enterprise in the short term goal of an annual or quarterly assessment and thus enjoy the short-term return on excess profits. But the operation is not good, easily creating a vicious circle, so that enterprises, distributors, retailers fall into a passive state. Impulse is often an industry or region within the scope of the big brands, small brands of impulse behavior of insufficient attention to the impact is also smaller. For the big brands in the industry behaves as if the impulse should pay great attention to the need to determine in advance or to take effective way to deal with, change from passive to active. However, if the same impulse to follow the strategy, not a wise move, often cause companies to be more limited to the passive, or even result in a large number of marketing resource consumption. Then when the competing brand to impulse behavior, how should the company respond? In order to facilitate analysis, we will be competing brands impulse behavior is divided into two kinds of distributors and retailers. This paper describes the first part will focus on ways for the dealer’s response, the second part will focus on describing for the retailer’s response. 1, return to the market-based, build a platform for marketing chain extension. In general, the competitive brand dealer behavior of the impulse is divided into two types: Yaku or compression section. Exactly what sort of, which is competing brands on the calculation method of sales, some of product out the library as a sales credentials, some with money