大型商超白酒产品促销效能评价方法研究  

Research on evaluation method of promotion effectiveness of Baijiu products in hypermarket

作　　者：李明宇 LI Mingyu(School of Economics and Management,Liaoning University of Technology,Jinzhou 121001,China)

机构地区：[1]辽宁工业大学经济管理学院,辽宁锦州121001

出　　处：《中国酿造》2023年第9期246-252,共7页China Brewing

基　　金：国家社会科学基金项目(22BGL202)。

摘　　要：针对大型商超白酒产品促销效能评价以及权重精确赋值困难的问题,该文创新引入促销贡献和促销效率两个指标及其数量化方法。基于大型商超FX白酒产品两年的销售额日志数据,首次采用偏序集决策方法完成了以产品种类和促销方式的组合为决策方案的排序、比较及分级,有效地给出了门店、产品特征因素对促销效能的影响评价。研究表明,大型商超白酒产品促销效能与让利幅度正相关;白酒产品促销动态效应的方向具有不明确性;产品特征因素对促销效能有统计显著性,但具体特征在促销贡献和促销效率两个指标的表现不尽相同。该研究解决了赋权难题,揭示了销售业绩提升策略的着力点,有助于营销管理理论研究,可为企业绩效评价与营销管理优化提供借鉴。Aiming at the problem of evaluating the promotion effectiveness of Baijiu products of hypermarket and the difficulty of assigning accurate weights,two indexes of promotion contribution and promotion efficiency and their quantitative methods were innovatively introduced.Based on the sales log data of FX Baijiu products of hypermarket over two years,partial order set decision method was used for the first time,to complete the ranking,comparison and classification of decision schemes by the combination of product types and promotion methods,and the impact evaluation of store and characteristic factors of products on promotion effectiveness was effectively given.The results showed that the promotion effectiveness of Baijiu products in hypermarket was positively related to the margin of profit concession;the direction of dynamic effect of Baijiu promotion was not clear;the factors of product characteristics have statistical significance on promotion effectiveness,but the performance of specific product characteristics on promotion contribution and promotion efficiency was different.This research solved the problem of weight assignment,revealed the focus of sales performance promotion strategy,contributed to the research of marketing management theory,and could provide reference for enterprise performance evaluation and marketing management optimization.

关 键 词：白酒产品 大型商超 销售额 促销效能 偏序集决策方法 

分 类 号：TS261[轻工技术与工程—发酵工程]