销售促进对品牌权益的影响  

The Influence of Sales Promotion for the Brand Equity

作　　者：马清学[1] 谢佩洪[2] 

机构地区：[1]河南科技学院经济与管理学院,河南新乡453003 [2]上海对外贸易学院工商管理学院,上海201620

出　　处：《华东经济管理》2010年第9期110-112,共3页East China Economic Management

基　　金：河南省科技厅软科学项目"基于特色农业产业化的河南省农产品品牌战略研究"(082400410340)

摘　　要：销售促进除了能刺激销售迅速增长外,对品牌权益还具有长期影响,但这种影响并不像一些研究者所认为的仅仅是损害品牌权益。其实,销售促进的外延很宽泛,各种销售促进工具及其具体操作方式对品牌权益各要素的影响方向和程度相差很大。所以,企业在策划和实施销售促进活动时,只要选择合适的工具,设计合理的操作方式,完全可发挥其对品牌权益的促进作用,同时规避其不良影响。Sales promotion can not only make the sales volume grow rapidly,but also has long-term impact on brand equity,however,this influence is not,as some researchers believe,only to damage brand equity.In fact,the extension of the sales promotion is very broad,every kind of promotion tools and its specific mode of operation has very different impact both from influencing extent and direction on the elements of brand equity.So,when enterprises are engaged in planning and implementation of activities for sales promotion,they can fully play the role of promoting brand equity and avoid its adverse effects at the same time as long as select appropriate tools and design reasonable mode of operation.

关 键 词：销售促进 品牌权益 影响 

分 类 号：F274[经济管理—企业管理]