诺米家居促销策略浅析.docxVIP

摘 要 随着时间的推移，市场经济越演越剧烈，各大商家争先恐后的占夺市场，国内外各大企业将中国这个具有无限潜力的市场视为“狼中餐”，争先恐后的加入我国市场，谁都想在中国市场占据一定的市场份额，使得市场竞争越来越激烈，我国本土企业面临着巨大挑战，要想在“夹缝中”生存就必须改变自身经营战略，结合促销策略进行营销推广 。 本文将对诺米家居所采用的促销策略进行浅析，以促销策略相关的知识理论作为依据，对诺米家居的广告促销、时效促销、公共关系促销、人员推销等四个方面进行分析，从而提出诺米家居现有促销存在的问题，例如：广告措施不到位、时效促销流程不完善、公共关系促销不健全、导购员素质参差不齐等问题，最后再根据所提出的问题及结合诺米家居自身的发展战略，提出对广告促销、时效促销、公共关系促销、人员推销等有关促销方面的合理建议。 关键词：促销策略 诺米家居 市场份额 Abstract With the passage of time, the market economy is getting more and more intense, and major businesses are scrambling to seize the market. Domestic and foreign major enterprises regard China, a market with unlimited potential, as wolf food and are scrambling to join the Chinese market. Everyone wants to occupy a certain market share in the Chinese market, making the market competition more and more fierce. Domestic enterprises are facing great challenges. If they want to survive in the cracks, they must change their own management strategies and carry out marketing promotion in combination with promotion strategies. This article will analyze the promotion strategy adopted by NOME, and based on the knowledge theory related to the promotion strategy, analyze four aspects of NOMEs advertising promotion, time-limited promotion, public relations promotion, and personnel promotion, thus putting forward the existing problems of NOMEs promotion, such as: inadequate advertising measures, imperfect time-limited promotion process, unsound public relations promotion, and uneven quality of purchasing guides. Finally, according to the proposed problems and in combination with NOMEs own development strategy, it will put forward reasonable suggestions on advertising promotion, time-limited promotion, public relations promotion, personnel promotion, etc. Key words: promotion strategy NOME market share 目 录 TOC \o 2-2 \h \z \t 标题 1,1,样式1,1,样式2,1 一、引言 5 （一）研究背景 5 （二）选题的目的及意义 5 二、相关理论分析 6 （一）促销的含义 6 （二）促销的四大模式 6 三、诺米家居公司简介及促销现状分析 7 （一）公司简介 7 （二）公司促销现状分析 8 四、诺米家居现有促销策略存在