基于同异属性互变的促销攻防策略  

作　　者：孙洪杰 熊素红[2] 张全成[3] 

机构地区：[1]海南大学管理学院,海南海口570228 [2]重庆工商大学商务策划学院,重庆400067 [3]四川师范大学商学院,四川成都610068

出　　处：《企业经济》2020年第6期98-103,共6页Enterprise Economy

基　　金：海南省自然科学基金高层次人才项目“选择集内产品属性同异关系对消费者选择的影响:情境操控、线索推断与偏好逆转”(项目编号:2019RC102);国家自然科学基金项目“基于双向情境效应的属性同异决策研究:效用解构、效应交互与模型构建”(项目编号:71472018);国家自然科学基金青年项目“基于概念隐喻理论和交感思维理论的感官营销研究”(项目编号:71672120);重庆市基础与前沿探索项目“具身认知视角下心理模拟对饮食行为的影响研究”(项目编号:cstc2018jcyjAX0044)。

摘　　要：产品属性的同异关系对消费者的选择产生重要影响。促销是形成属性差异的重要方式,但一味在促销中塑造差异并非明智之举。企业应根据自身在市场中的竞争地位,通过塑造不同的属性同异关系进行促销攻防战。本文尝试运用产品属性比较和情境效应的相关理论,从促销的竞争性视角探讨产品同异属性组合与转化的竞争性促销模式,提出弱势品牌通过促销塑造属性差异化以实现市场渗透;而强势品牌通过属性共同化策略以封杀竞品差异的互变机制,并提出树立正确差异化观念,根据市场地位在促销中塑造不同属性同异关系进行促销攻防的策略建议。The homogeneity of product attributes has an important impact on consumer choice.Promotions are an important way to form attribute differences,but it is not wise to focus on shaping differentiation in promotions.According to their competitive position in the market,enterprises should carry out promotional offensive and defensive warfare by shaping different attribute homogeneous relationships.This study attempts to apply the theory of product attribute comparison and contextual effects to explore the competitive promotion model of product homogeneous attribute combination and transformation from the competitive perspective of promotion,and proposes that weak brands can achieve market penetration by shaping attribute differentiation through promotion,while strong brands can block the mutation mechanism of competing product differentiation through attribute commonization strategy,and proposes to establish the correct differentiation concept,as well as the strategy of shaping different attribute homogeneity relationships in promotion according to the market position for promotion attack and defense.

关 键 词：共同属性 特殊属性 属性比较 差异化 

分 类 号：F273.2[经济管理—企业管理]