节假日营销的困境与突破  

Difficulties and Breakthroughs of Holiday Marketing

作　　者：王子萱[1] Wang Zi-xuan(GuangDong Innovative Technical College,523960,DongGuan, Guangdong, Chin)

机构地区：[1]广东创新科技职业学院,广东东莞523960

出　　处：《特区经济》2017年第2期130-131,共2页Special Zone Economy

摘　　要：随着改革开放的进行,社会生产力的迅速发展,居民收入的提高,闲暇时间的增加,消费观念的改变,加上中西文化的融合,中国公民享受的法定节假日已经写进法律,"假日经济"及"假日营销"也随着中国第一个"黄金周"而出现。现在,商场等购物场所在节假日把目光盯紧消费者的钱袋,在节日进行各种形式的促销活动,那么,节日营销的收效到底如何?是否应该成为厂商市场营销的常态策略呢?本文通过分析节假日营销面临的困境与急需解决的问题,并提出了相应的突围办法。With the advance of reform and opening,the rapid development of social productive forces, the increase in income, the increase of leisure time, the change of consumption concept, combined with the integration of Chinese and Western culture, Chinese citizens enjoy the legal holidays have been written into law, ＂Holiday Economy＂ And ＂holiday marketing＂ also with China＇s first ＂Golden Week＂ and there. Now, shopping malls and other shopping venues in the holidays to keep an eye on consumers＇ purse, festivals in various forms of promotional activities, then, how effective holiday marketing in the end？ Should it be a normal strategy for vendor marketing？This paper analyzes the difficulties faced by holiday marketing and the problems that need to be solved urgently,and puts forward corresponding breakout methods.

关 键 词：假日经济 节假日营销 营销策略 

分 类 号：F274[经济管理—企业管理] F713.5[经济管理—国民经济]