“现代商场”促销存在的问题及对策6.docVIP

摘 要 目前，随着全球经济一体化，我国经济越来越发达，人们的生活更加丰富多彩，对物质生活的追求更为强劲，现代商场为适应市场经济的发展，在经营方式上采用了多种措施满足不同的消费群体。促销是现代商场经常使用的营销策略，然而该策略经常“变味”，不仅没有达到促销的目的，还在很大程度上削减了消费者的美誉度。本文查阅了国内外现代商城经营的策略和理念，实地考察了重庆市綦江县万家福商场、綦江奥康鞋店，经过访谈和问卷调查，从现代商场促销存在的问题入手，分析产生问题的原因，提出现代商场促销中的对策，如明确价格促销的目的、选择多样化的促销方式，促销组合、正确实施促销策略、强化员工培训制度，加大人力资本投资、国家加大现代商场促销管理。 本文采用了文献查阅法、现场调研法和访谈法，通过大量资料的分析和处理，结合自己所学的知识得出的观点希望对现代商场的管理理论、促销理论、广告理论、市场营销理论等理论的发展有一定的参考意义，为商场和零售商的营销提供一定的借鉴意义，为他们的可持续发展提供一定的参考意义。 关键词：现代商场；促销；营销策略； Abstract At present, along with the global economic integration, Chinas economy is more and more developed, peoples life more rich and colorful, living on the pursuit of a strong, modern shopping malls to adapt the development of market economy, mode of operation, using a variety of measures to meet the needs of different consumer groups. Sales promotion is a modern shopping malls often use the marketing strategy, the strategy often stale, not only for the purpose of promotion, but also largely reduce consumers reputation. This article reviewed the domestic and international modern city management strategy and concept, field trips to Chongqing city Qijiang County shop mall, Qijiang Aokang shoe, through interviews and questionnaires, from modern shopping malls promotional problems, analyze the reasons of the problems, put forward the countermeasure of modern shopping malls promotions, such as a clear purpose, price promotion select a variety of promotions, promotional mix, the correct implementation of promotional strategies, strengthen the staff training system, increasing the investment of human capital, the national campaign to deceive consumers shopping mall to mall, officials issued a circular, improve the public awareness of the law. This article uses the literature method, field survey method and interview method, through a large number of data processing and analysis, combined with their learned knowledge viewpoint of hope for modern shopping malls management theory, theory of promotion, advertising t