【正文】 這種促銷手段尤其適用于高值、高檔耐用品，并有助于建立優(yōu)質(zhì)、高檔的產(chǎn)品形象。聯(lián)合促銷必須是雙方互利的。但聯(lián)合促銷是互利的，而交叉促銷則是一個品牌對另一品牌的無償幫助。我國的零售企業(yè)對現(xiàn)代化的促銷手段還不成熟，還有待于進(jìn)一步的完善。外資零售企業(yè)采取低價競爭策略是有其一定的成本優(yōu)勢作為基礎(chǔ)的，由于外資零售企業(yè)一次性采購批量大，具有全球性的議價能力，且實行直接從廠家采購、買斷進(jìn)貨、定期結(jié)算、回購?fù)怃N，因而能獲得極為優(yōu)惠的商品進(jìn)價；再加上其相對較少的人力成本、高效率的物流配送、盡量縮減的廣告宣傳、偏離商業(yè)中心的商店選址和簡單樸實的商場裝修，使得其經(jīng)營費用也相當(dāng)?shù)?。?fù)合促銷，這種促銷方式就比較多樣，也為商家所樂用。互聯(lián)網(wǎng)的飛速發(fā)展，為各類促銷活動提供了一個嶄新的平臺。一方面為消費者帶來新的利益，另一方面整合各類產(chǎn)品，建立一個龐大的促銷執(zhí)行網(wǎng)絡(luò)，節(jié)省促銷的中間環(huán)節(jié)，真正實現(xiàn)與消費者的零距離溝通。在實施價格策略的同時通過現(xiàn)場產(chǎn)品展示、主持人講解、產(chǎn)品功能演示，加深消費者對產(chǎn)品的了解，引起消費者的購買興趣。目標(biāo)具有針對性，所有的促銷行為，都必需針對目標(biāo)市場進(jìn)行細(xì)分，使促銷更具有針對性。只要肯努力思索與實踐，創(chuàng)新還是有可能的。我國零售企業(yè)促銷策略實施的過程中往往不注意各環(huán)節(jié)之間的連貫性，只是實施其中的某一個環(huán)節(jié)，比如，某商場在促銷活動結(jié)束后就很少再去關(guān)注售后服務(wù)，得不到具體信息反饋，這樣不利于企業(yè)的長期穩(wěn)定發(fā)展。競爭動向, 外部狀況的另一個重要因素是競爭同業(yè)的動向。其他狀況。預(yù)期未來上述外部狀況會越發(fā)對企業(yè)的行動增加影響力。比如有的促銷行為可以馬上拉動銷售，如降價促銷、加量不加價，銷量的上升可以在短時間內(nèi)得到體現(xiàn)；但有的促銷行為卻需要一個周期。在新經(jīng)濟(jì)形勢下，產(chǎn)品多元化與選擇多樣化，消費者對產(chǎn)品有了更多的選擇機(jī)會?？梢酝ㄟ^對部分消費者跟蹤訪問與調(diào)查，在一次促銷行為過程中，計算通過促銷活動，消費者對產(chǎn)品了解的指數(shù)，購買比率等。促銷的回想率測試其實就比較簡單，通過問卷與跟蹤的形式就可以實現(xiàn)。尤其是通過現(xiàn)場展示與講解、折扣、免費試用等，對目標(biāo)消費群體的擴(kuò)大都是很好的辦法?！　∫陨献鳛榇黉N效果測量的幾個要素，企業(yè)可以根據(jù)不同的促銷形式與促銷目的，對促銷效果進(jìn)行科學(xué)地評估。首先，差別毛利率定價法。他在商品定價時即采用了差別毛利率定價法。據(jù)有關(guān)調(diào)查資料表明，70%的消費者其購買決定是在商場做出的，而他們只對部分商品在不同商場的價格有記憶，這部分有記憶的商品稱為敏感商品。商家還應(yīng)注意運用攻心戰(zhàn)術(shù)，實施心理價格策略。 賣場綜合環(huán)境促銷通過賣場設(shè)計，吸引顧客影響消費心理，可以推動并促使顧客購買。店內(nèi)燈光是賣場的“軟包裝”，既能充分體現(xiàn)賣場的環(huán)境色彩，又能體現(xiàn)貨架及商品生動化布局的亮28 / 43度和色澤度。所以，對于商品的陳列，應(yīng)該引起企業(yè)的重視。其次，要具體量化商品的陳列。最后，充分利用場地的差異開展促銷活動。同時端頭還能起到接力棒的作用，吸引和誘導(dǎo)顧客按照店鋪的設(shè)計不斷往前走。有效的促銷策略應(yīng)分別對中間商和最終用戶展開。”有效的 POP 廣告，能激發(fā)顧客的隨機(jī)購買（或稱沖動購買），也能有效地促使計劃性購買的顧客果斷決策，實現(xiàn)即時地購買。上述三種促銷手段的有機(jī)組合可以相輔相成，相得益彰，并能夠形成一種推動產(chǎn)品順利銷售的合力。 加強(qiáng)促銷人員隊伍建設(shè)促銷人員通過說服、溝通與合作等功能的實現(xiàn)，與中間商或最終用戶直接接觸，向流通或交換的最終端滲透，從而影響顧客，支配市場。參考文獻(xiàn)《市場營銷管理亞洲版（上下）》，云南大學(xué)出版社 ，2022 年 ，主編：馮正平 《實效促銷 SP》，清華大學(xué)電子出版社， 2022 年，主編：王容奎《營銷實踐 5 年之路》 企業(yè)管理出版社(3) 2022 年，主編：屈云波《世界商業(yè)評論》（日期：20221122 16：18） Peter J. Laplaca. Contributions to Marketing Theory and Practice from Industrial Marketing Management. Journal of Business Research, 19973, 38, (3).Philip G. Duffy. Business to Business Marketing. 4th Edition, IDG Books Worldwide Inc, 1992. Frank G.。 and 29 percent research products and services on the Web. Who are these online shoppers? Ingeneral, the study indicates they are welleducated, wellpaid, middleaged, and male. Retailers will have to recognize and tailor their Inter product offerings to this potential audience. Ernst and Young also surveyed retailers and found that 34 percent of them sell or plan to sell products on the Net, whereas 47 percent say their products are illsuited for Web sales. Lauren Freedman of the etailing group predicts that in the year 2022 and beyond, more than 50 million 33 / 43households will be online via personal puters, television, or telephone, and more than 46 million Americans will be buying online, spending an average of $350 per month for a total of more than $16 billion. She suggests the following online merchandising “best practices”:??building functional search systemsthat are fast, efficient, and lead tothe buy。 and??sporadically asking to knowmore about the customers to bettermerchandise to their needs.Among the added value services Freedman says are key to online success are registries (including baby, toy, and bridal)。 and giftfinder services.Retailers are raising many questions about electronic merce, questions for which only partial answers are now being available, if at all. They want 2 Business Horizons / JulyAugust 1998 to know about the Inter consumer, online selling and distribution, security issues, and the potential to make money on the Web. Although the mood among retailers is cautious when it es to implementing electronic merce, the enthusiastic reaction to the programs at the NRF convention demonstrate that they recognize the potential.FTechnological Applicationsto Retail Management??Invento y Management. With retail spending flat and apparel spending drifting down, retailers are facing problems of inventory breakdown, including outofstocks, aged inventory, slow turnover, and low margins. Steven J. Nevill and David Rush of retailing consultant Kurt Salmon Associates 34 / 43describe many realworld examples of improving sales and increasing inventory turnover through technology. One example they cite is the application of a salesfloor electronic inventory system to a traditionally slowturn, SKI Jintensive businessa footwear retailer. The system all。 address books。??offering specially priced items forliquidation。G R ETAILRevolutionary changes in technology are transforming how retailers conduct nearly every facet of business. As leaders in the retailing industry wrestle with bigpicture questions about how to adapt and survive in a future of electronic merce and outofstore shopping, retail managers today are already creating innovative technological solutions to more traditional retailing challenges. These include employee training, inventory management, delivery systems, market research, and customer relationship development.The potential impact of technological innovations in all areas of retailmanagement, and the challenges associated with implementing them, is dominating the conversations among retail practitioners and academicians alike.Not surprisingly, technology was a consistent thread connecting many of the educational programs, policy meetings, and trade show exhibits at the 87th Annual National Retail Federation Convention, held 32 / 43last January in New York. The topic is receiving more attention between the covers of industry magazines and academic publications alike. The Center for Education and Research in Retailing at IU’s Kelley School of Business has identified technology as a critical initiative. It has mitted resources for a stateoftheart technology teaching classroom, is supporting cuttingedge marketing research in “virtual shopping,” and is planning educational programs on the use of technology in retail strategy and management.The number and vari