迪亚天天真如店促销策略问题的研究.docVIP

迪亚天天真如店促销策略问题的研究 目录 1. 绪论 5 2. 迪亚天天真如店的促销策略运用 5 2.1企业背景概述 5 3. 迪亚天天真如店促销策略的问题症结 10 3.1自营品牌公信力不高 10 3.2自营品牌价格优势荡然无存 10 3.3国人消费观念在逐步发生变化位 11 3.4促销员态度忽冷忽热 11 4. 迪亚天天真如店促销策略的改良 11 4.1严把商品质量关，尤其是自营品牌质量 11 4.2重新塑造自营品牌形象，提升自营品牌档次 11 4.3优化货架陈列管理 12 4.4找准发力点，大力开展促销活动 12 5. 结论 13 参考文献： 13 内容摘要 促销几乎是所有大型的连锁超市经营过程中最重要的营销手段，是超市本身与其顾客或者社会公众之间进行信息交流、说服购买和前后沟通重要的渠道，旨在把所售商品及相关优惠信息传递给目标顾客。同时，尝试在特定目标顾客中唤起促销者预期的意念，使客户形成对商品的正面反应，其目的在于影响目标顾客的购买行为与态度，即通过信息沟通、争取信任、激发需求，最终促进购买与消费。随着全球经济一体化进程的加快，不少国际著名零售连锁店进驻中国市场，与本土零售商业企业一道发展壮大。但是，市场的需求量是有限的。随着这些各大型连锁超市的数量猛增，同行业之间的企业竞争日益激烈，甚至进入白热化阶段。为了争夺更多的消费者，保证零售企业自身的生存与发展，促销便变得至关重要起来。促销的手段、方式以及时机选择等不断升级，呈现出多样化、创新性发展趋势。 营销传播中的促销策略越来越多地被人们所重视。促销策略能够使销售量在短期内达到最大化，已成为产品与消费者沟通、有效扩大市场份额，压制竞争对手的重要方式。随着科技的发展与产品更迭速度的加快，促销在营销传播中的位置已呈现上升趋势，成为商家在商业战场上的贴身卫士。 关键词： 促销 营销手段 大型连锁超市 零售业 Abstract Promotion is almost all the big supermarket chains is the most important marketing tool, in the process of operation is the supermarket exchange of information between itself and its customers or the public, to persuade before and after the purchase and communicate important channels, to put the goods are sold and related preferential information to target customers.Tried to evoke a specific target customers to the idea of promotion is expected, enable customers to form positive response to the goods, its aim is to influence buying behavior and attitude of target customers, through the information communication, to trust, stimulate demand, finally promote the purchase and consumption.As the global economic integration speeding up, a lot of famous international retail chains in the Chinese market, with a growing domestic retail commercial enterprises.But, the market demand is limited.With the surge in the number of each big supermarket chains, competitions between enterprises is increasingly fierce, even into the white-hot stage.In order to compete for more customers to ensure that the retail enterprise their own survival and development, promotion and became more critical.Sa