企业促销活动存在的误区与防范  

作　　者：黄鲁玙[1,2] 陈春明[1] 

机构地区：[1]哈尔滨理工大学,黑龙江哈尔滨150080 [2]黑龙江八一农垦大学,黑龙江大庆163319

出　　处：《黑龙江对外经贸》2009年第4期120-121,共2页Heilongjiang Foreign Economic Relations and Trade

摘　　要：促销策略对企业来讲,就是通过一系列的活动向消费者传递信息,刺激消费者的需求,激发消费者的购买欲望,达到扩大商品销售目的。正确制定并合理运用促销策略是企业在市场竞争中取得有利的产销条件、获取较大经济效益的必要保证。企业在促销活动中往往存在重形式轻实质,促销成本高,效果不理想,缺乏有机结合,顾客满意度不高等误区,企业应更新促销理念,做好成本预算,整合促销策略,研究消费心理来加以防范。Promotion strategy to enterprises, that is, through a series of activities to deliver information to consumers, to stimulate consumers＇ demand , to achieve the pro-pose of expanding sales. Rational use of the correct formulation and promotion strategy meets the need to ensure that enterprises could access to favorable production conditions and to obtain greater economic benefits. Therefore, enterprises should promote the concept of update and carry out effective promotions.

关 键 词：促销活动 促销策略 促销文化 促销成本 

分 类 号：G114[文化科学]