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促销在企业经营活动中的地位越来越重要,为此,企业必须在力保促销成功的同时控制促销成本,但目前的现状是:(1)为应当大力促销的产品提供的促销力度不够;(2)为应小幅度促销的产品提供大力度的促销。在现实中,也有许多促销活动在时间和规模选择上出现错误而最终归于失败,其表象为:(3)为不该促销的产品或项目提供促销,(4)为该促销的产品或项目没有提供促销。如果将第(1)、(3)种情况称为误拒错误,那么第(2)、 (4)种情况称为误受错误。导致促销不成功的原因很多,企业管
Therefore, the enterprise must control the promotion cost while ensuring the success of the promotion. However, the current status quo is: (1) the promotion promotion for the product that should be vigorously promoted is not enough; (2) To provide vigorous promotion for the products that should be slightly promoted. In reality, there are many promotional activities in the timing and size of the choice of the wrong and ultimately at failure, the appearance of: (3) for the promotion should not provide promotional products or projects, (4) for the promotion of the product or project is not Offer a promotion. If the situation of (1), (3) is called wrongdoing error, the cases of (2) and (4) are called wrongdoing errors. There are many reasons leading to unsuccessful sales promotion