《促销管理》（易普索）

1Page1Page1Consulting&InformationTechnologyCo.,LtdPage2Page2Consulting&InformationTechnologyCo.,Ltd2Page3Page3Consulting&InformationTechnologyCo.,Ltd------(1)(2)(3)(1)(2)(3)“”1Page1Page1Consulting&InformationTechnologyCo.,LtdPage2Page2Consulting&InformationTechnologyCo.,LtdSales)Volume)(InventoryTurnover)Margin)(MarginRate)(MarginDollar)TradeTerm)(Pricing)(CommercialMargin/Fees)(Discount&Rebate)(PaymentTerm)(Logistics)(Shrinkage&Return)MarketIndi)(Traffic)PricePoint&BasketSize)LoyaltyRepetitionImage)SKUinitiative)Pre-launch)SpecialSupport)Co-Mkt)(CategoryMgt)(ShopperResch)(MarketData)1Page3Page3Consulting&InformationTechnologyCo.,Ltd,12Page4Page4Consulting&InformationTechnologyCo.,LtdPage5Page5Consulting&InformationTechnologyCo.,LtdNo.1No.2No.3No.41Page1Page1Consulting&InformationTechnologyCo.,LtdPage2Page2Consulting&InformationTechnologyCo.,Ltd2Page3Page3Consulting&InformationTechnologyCo.,LtdPage4Page4Consulting&InformationTechnologyCo.,LtdN10days2N30daysTCL203Page15Page15Consulting&InformationTechnologyCo.,LtdPage21Page21Consulting&InformationTechnologyCo.,LtdHolisticMarketingPromotionPackageProductPricingPR/SponsorshipPR/SponsorshipPointofSales/PremiumsAdvertising4Page22Page22Consulting&InformationTechnologyCo.,Ltd,Page24Page24Consulting&InformationTechnologyCo.,Ltd(Objective)AwarenessAwarenessTrialTrialLoyaltyLoyaltyTraffic/PenetrationTraffic/PenetrationSpendingIndexSpendingIndexLoyaltyLoyaltyChannel%Channel%ServiceImageServiceImageLoyaltyLoyalty5Page25Page25Consulting&InformationTechnologyCo.,Ltd(Objective)•AwarenessAwarenessTrialTrialLoyaltyLoyalty(%)(%)(%)(%)(%)(%)Page27Page27Consulting&InformationTechnologyCo.,Ltd(Objective)•(%)(%)(%)(%)(%)(%)Traffic/PenetrationTraffic/PenetrationSpendingIndexSpendingIndexLoyaltyLoyalty1Page1Page1Consulting&InformationTechnologyCo.,LtdPage2Page2Consulting&InformationTechnologyCo.,Ltd2Page3Page3Consulting&InformationTechnologyCo.,LtdPage13Page13Consulting&InformationTechnologyCo.,Ltd??3Page14Page14Consulting&InformationTechnologyCo.,LtdPage15Page15Consulting&InformationTechnologyCo.,Ltd4Page20Page20Consulting&InformationTechnologyCo.,LtdPage30Page30Consulting&InformationTechnologyCo.,Ltd5Page31Page31Consulting&InformationTechnologyCo.,Ltd()Page32Page32Consulting&InformationTechnologyCo.,Ltd•CoolCABABCDEFGHIJ34531363163802647733200345431384720317373373052316507ABCDEFGHIJAB13067•6Page33Page33Consulting&InformationTechnologyCo.,Ltd•Cool6POP41-2AB•2,800616,800(3/*35)7,395644,370(+)(100*28+400*4)4,400626,400/3,00013,000200RMB40.00/415,00060,000-/A.++0.25100002,500B.20061,200-A.2(11)(9,000)9,000654,000B.–5–1(1,450)3,12067,20011,520C.–25–1(1,000)1,05063,6002,700440,000140,000-1.1,00066,0002.0.2080,00016,000-167,070128,220+(200,000)1.701800030,6001,00066,000645-46VCDEQ36,600-203,670128,220•7Page35Page35Consulting&InformationTechnologyCo.,Ltd•(1)(2)(3)XX200111-121(20)120%88,0001.654002013,2000.6500206,000530203,0005%4,400204,40026,60040014000.12,000204,000150011,5005,900702202,800302201,20020002,0006,000--38,500Page36Page36Consulting&InformationTechnologyCo.,Ltd()(,)(,)8Page37Page37Consulting&InformationTechnologyCo.,Ltd•13,478,2001,091,000477217841449380,00033,00014050401,344,950113,0003331841681,276,650110,0004671681351,020,70088,0003741341083,835,300330,00014025064051,915,650165,0007012532022,558,650220,0009353382701,146,30099,00042015121D-FC-DB-CA-B1,000,000Page38Page38Consulting&InformationTechnologyCo.,Ltd:1Page1Page1Consulting&InformationTechnologyCo.,LtdPage2Page2Consulting&InformationTechnologyCo.,Ltd2Page3Page3Consulting&InformationTechnologyCo.,LtdŒŽPage4Page4Consulting&InformationTechnologyCo.,LtdŒ3Page5Page5Consulting&InformationTechnologyCo.,LtdPage14Page14Consulting&InformationTechnologyCo.,LtdŽ4Page17Page17Consulting&InformationTechnologyCo.,Ltdvs.;vs.;vs.;vs..ŽPage18Page18Consulting&InformationTechnologyCo.,Ltd