价格促销在市场营销中的作用与效果评估  

The role and effect evaluation of price promotion in marketing

作　　者：王佳佳 薛飞 Wang Jiajia;Xue Fei(Jiangsu Guanyun Secondary Specialized School,Guanyun,Jiangsu,222200)

机构地区：[1]江苏省灌云中等专业学校,江苏灌云222200

出　　处：《市场周刊》2024年第16期90-93,共4页Market Weekly

摘　　要：价格促销在市场营销中的作用是显著的,它是企业短期刺激市场需求、提高销售额、清理库存、吸引新顾客以及对抗竞争对手的重要手段。通过调整产品定价策略,如折扣、优惠券、买一赠一等形式,企业可以影响消费者的购买决策,增加产品的吸引力和购买紧迫感。然而,价格促销并不总是产生积极效果,不当使用可能导致品牌价值稀释、消费者对常态价格产生抵触情绪,形成“促销依赖症”。因此,在实施价格促销时,营销管理者需要综合评估其长期与短期效益,权衡对品牌形象、利润空间、市场占有率以及客户忠诚度等多方面的影响。Price promotion plays a significant role in marketing.It is an important means for enterprises to stimulate market demand,increase sales,clean up inventory,attract new customers and fight against competitors in the short term.By adjusting product pricing strategies,such as discounts,coupons,and one-for-one purchases,companies can influence consumerspurchase decisions and increase the attractiveness and urgency of products.However,price promotion does not always have a positive effect.Improper use may lead to dilution of brand value,consumers resistance to normal prices,and the formation of“promotion dependence”.Therefore,when implementing price promotion,marketing managers need to comprehensively evaluate their long-term and short-term benefits,and weigh the impact on brand image,profit space,market share and customer loyalty.

关 键 词：价格促销 市场营销 销售业绩 市场份额 风险控制 

分 类 号：F713.54[经济管理—市场营销]