论文最终版本商场.docVIP

一、武昌地区大型商场销售促进方法的研究 张赛 Wuchang area large-scale market sale promotion method research ZhangSai 2009年3月26日 摘要 销售促进Sales Promotion，简称SP）是市场竞争过程中的一把利剑。每个都无一例外地开展促销。关键词：Abstract Sell a handful sharp sword in promoting Sales Promotion,being called SP for short)being market competition process.None exception field all carries out every business family sales promotion.Stage merchant stands sometimes only now thinking in self position,feel having ignored a consumer.Think that sales promotion,has a turnover right away as long as having,by accident,enter sales promotion mistake area,lead to malignant sales promotion,make consumer repugnance.Promote the sales of way therefore we ought to break traditions,create new healthy sales promotion. In this paper, Wuhan ocean, sub-trade, group, three large shopping malls light the way the promotional field, and an analysis of survey results, especially for large shopping malls marketing program development, promotion of unhealthy negative effects of promotional activities tohealthy development of the research carried out by this preliminary study, the main conclusion at this stage change 10000 1000 China sales promotion, but still not break the traditional promotional model, there is no innovation in point, this innovation is made emotional PromotionsThis new marketing approach, the future can also be from a consumers emotional spending, shopping malls to set the trap the promotional aspects of further study. Key words:Large-scale market;Promote the sales of;Health develops一、促销概况 1 （一)促销的概述 1 （二）当今社会主要的促销方式 2 二、湖北地区大型商场促销方案的研究 2 （一）武昌地区大型商场促销方案的调查过程 2 （二）武昌地区大型商场促销方案的调查结果 3 三、 商场促销效果评估要点和基本方法 4 （一）主要评估指标 4 （二）主要评估方法 5 （三）综合评估 5 （四）案例分析 6 四、商场促销策略之巧用 7 （一）商场的会员制促销 7 （二）商场的折扣促销 7 （三）超级市场的广告促销 8 （四）商场的节日促销 9 五、促销要避免哪些错误的做法 10 （一）促销的六大病症 10 （二）成功促销的五个问题 11 六、结论 15 主要参考文献 16 随着世界经济一体化进程的加快，我国市场环境也随之发生了巨大的变化，最原始的促销就是降价----什么跳楼价，大放血之类的发展演出促销----弄一台晚会之类的不伦不类的东西达到聚集人气与目光的目的进行促销现在绝大多数促销都是利用降价或者变向降价的促销模式（抽奖，打折，礼券，会员卡等等都是降价的一种）作为市场营销组合中的一种重要手段和