“現(xiàn)代商場(chǎng)”促銷存在的問(wèn)題及對(duì)策畢業(yè)論文-文庫(kù)吧
2025-09-04 10:02 本頁(yè)面
【正文】 .................................................................................... 6 （一）價(jià)格促銷目的不明確 ........................................................................................................ 6 （二）促銷組合力度不夠 ............................................................................................................ 6 （三）商場(chǎng)促銷的策略實(shí)施不當(dāng) ................................................................................................. 7 （四）促銷人員素質(zhì)不高，管理制度執(zhí)行不力 ............................................................................ 7 （五）、商場(chǎng)欺騙消費(fèi)者，以次從好 ............................................................................................ 8 三 、現(xiàn)代商場(chǎng)促銷對(duì)策 ............................................................................................................... 8 （一）明確價(jià)格促銷的目的 ........................................................................................................ 8 新產(chǎn)品上市 .................................................................................................................... 8 開(kāi)發(fā)鞏固消費(fèi)群體 .......................................................................................................... 9 處理庫(kù)存 ........................................................................................................................ 9 （二）整合促銷組合 ................................................................................................................... 9 1．人員推銷的時(shí)候要把握重點(diǎn) ............................................................................................ 9 2．廣告的核心是銷售 ........................................................................................................ 10 （三）正確實(shí)施促銷策略 .......................................................................................................... 10 折價(jià)促銷在運(yùn)用過(guò)程中的要點(diǎn) ...................................................................................... 10 優(yōu)惠促銷在運(yùn)用過(guò)程中的要點(diǎn) .......................................................................................11 有獎(jiǎng)銷售在運(yùn)用過(guò)程中的要點(diǎn) .......................................................................................11 廣告促銷在運(yùn)用過(guò)程中的要點(diǎn) .......................................................................................11 公益促銷在運(yùn)行過(guò)程中的要點(diǎn) .......................................................................................11 服務(wù)促銷在運(yùn)用過(guò)程中的要點(diǎn) .......................................................................................11 （四）強(qiáng)化員工培訓(xùn)制度，加大人力資本投資 ...........................................................................11 培訓(xùn)的內(nèi)容主要包括 .................................................................................................... 12 培訓(xùn)的方式主要包括 .................................................................................................... 12 培訓(xùn)的層次 .................................................................................................................. 12 培訓(xùn)的形式可以采取“請(qǐng)進(jìn)來(lái)”和“送出去”相結(jié)合的形式 ......................................... 12 （ 五）國(guó)家加大現(xiàn)代商場(chǎng)促銷管理 ............................................................................................ 13 四、總結(jié) ....................................................................................................................................... 13 注釋 ............................................................................................................................................... 14 參考文獻(xiàn) ..............................................................................................................
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