快速消费品促销策略分析——以康师傅方便面为例.doc

攀枝花学院本科毕业论文 摘 要 = 1 \* ROMAN I 快速消费品促销策略分析——以康师傅方便面为例 摘 要 促销已成为我们社会经济体系中不可或缺的一部分。在大多数组织的营销计划中，促销活动扮演着重要角色，因为它肩负着将精心准备的信息传递给目标受众的重任。无论是跨国企业，还是小型零售商，都越来越依赖促销活动来推销产品和服务。在市场经济中，消费者也习惯于依据促销活动的信息来进行购买决策。 快速消费品作为广大消费者日常生活所必不可少的用度，市场基本已经趋于饱和状态，其销售更成为商品的生产者必须重视的环节。市场趋于饱和，开拓新市场不再成为销售量增长的主要做法，面临这种情况只有在现有的市场容量上争取更大的市场份额，促销就是其中的关键。 本文首先对康师傅方便面进行了SWOT分析，然后介绍了康师傅方便面促销策略的应用，最后从康师傅方便面的促销中得出了相关的启示。 关键词 快速消费品，促销，促销策略 攀枝花学院本科毕业论文 ABSTRACT = 2 \* ROMAN II ABSTRACT Promotion has become one of our social economic system part of indispensable. In most organizations marketing plan, promotions plays an important role, because it is shouldering the will elaborate information to the burden of the target audience. Whether multinationals, or small retailers, are increasingly dependent on promotions to promote their products and services. In a market economy, consumer also used to according to sales promotion activity information buying decision. Fast consumable as broad consumer daily life of the supply, necessary basic market has tended saturation, its sales more be a commodity producers must pay attention to link. Market is saturated, explore new market is no longer a sales increase of the main approach, faced with this situation only in existing market capacity fight for a bigger share of the market, promotion, is one of the key. In this paper, first, the instant fine SWOT analysis, then introduces the application of instant fine promotion strategy, and finally from the promotion of instant fine draws related apocalypse. Key word Rapid consumer goods，Promote sales，Promote sales strategy 攀枝花学院本科毕业论文 目录 目 录 摘要………………………………………………………………………………………………Ⅰ ABSTRACT………………………………………………………………………………………Ⅱ TOC \o 1-3 \h \z \u HYPERLINK \l _Toc293994833 绪 论 PAGEREF _Toc293