快消品,如何做好推广（FMCG, how to do a good job promotion）.docVIP

快消品,如何做好推广（FMCG, how to do a good job promotion） To capture the mental resources of consumers, to make products and consumer demand to form a seamless docking, which is the rapid consumption of goods in the natural condensation of enterprise intent, but also to ensure that FMCG enterprises to the future of the inevitable choice. In order to achieve the goal of psychological, FMCG companies often also took pains from the upstream and downstream enterprises value chain, various means of marketing, enterprises for their products to the survival and development efforts. Can go to the past and willing to violate, fast consumer new product premature death, old product short-lived phenomenon in the increasingly critical eyes of consumers generally exist, frequently staged. The analysis of the enterprises own reasons, reasons of psychological failure can be studied from the following aspects: product information encoding 1. enterprises, chaos, fuzzy error or weak anti-interference ability; 2. enterprises to convey to consumers the deviation of frequency method and product information; 3. enterprises communicate to the consumer product information carrier, path selection improper; 4. companies ignore the dissemination of information bit control, enterprise information is insufficient, or asymmetry and consumer demand. In addition to business reasons, consumers face a great wealth of products, the choice of opportunities, so they do not care about product information; at the same time, because of the information dissemination enterprise is more by instilling way, consumers in the process of information exchange has always been in a passive state, by instinct, the formation of filtering and against nature, the seller and the buyer and the opposition, filtering and resist the increasingly strong. Above simple analysis, in FMCG, like monk head lice, is obvious. A batch of old products that have been eliminated and new products that have been brought forth are the evidence. Compl