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浅析企业的促销策略摘要美国IBM公司创始人沃森说过：“科技为企业提供动力，促销则为企业安上了翅膀”。在商品市场高度繁荣的今天，产品的市场运作离不开现代市场营销活动的支持。现代市场营销不仅要求企业开发适销对路的产品，制定有吸引力的价格，通过合适的渠道使目标顾客易于得到他们所需要的产品，而且还要求企业树立其在市场上的形象，加强企业与社会公众的信息交流和沟通工作，即进行促销活动；从流通经济学的角度来讲，市场又是经济活动流中“商流”、“物流”、“信息流”的汇集点，其中信息流是商流和物流的基础，畅通的信息有助于商流和物流的进一步壮大，各种“流”越是通畅顺达，越有利于流通的实现，有利于这个汇集点对外扩展，而对市场的促销从中正是起到了这种润滑的作用。通过有力度的促销，企业完全可能提高市场知名度和美誉度，进一步拓展其商势圈的空间范围，从而在激烈的竞争之中获得有利地位。然而作为企业营销过程中非常重要的一环，促销却普遍没有引起市场营销管理者太多的重视，目前，很多企业促销活动由于缺乏统一的促销策略和计划方案，导致促销活动没能达到预期的效果。因此，如何通过采取合适的促销策略扩大企业的产品销售，提高企业的销售力，对企业来说是一个十分重要的课题。本文是在搜集与本选题有关的文献资料，了解专家学者的研究取向及研究结论的基础上，对专家学者们的研究结论进行总结，然后搜集与企业促销策略有关的理论知识，在这些理论知识的支持下，得出促销对于企业发展的重要性以及在当今时代条件下企业如何实施促销对策。关键词：促销；企业；物流；信息流；促销策略AbstractWatson,founderofIBMcompanyintheUnitedStates,said:scienceandtechnologyprovidetheimpetusfortheenterprise,whilebusinesspromotioninstallswingsforit.Tody,inthehighdegreeofprosperityofthecommoditymarkets,theoperationofthemodernmarketcannotbeseparatedfromthesupportofmarketingactivities.Themodernmarket-orientedactivitiesrequiresnotonlythedevelopmentofmarketableproducts,thestipulationofanattractiveprice,andtheconstructionofappropriatechannelsthoughwhichthetargetcustomerscangettheirproducts,butalsotheestablishofitscorporateimageinthemarkettostrengthentheinformativeexchangeandcommunicationbetweenthecorporationandthepublic,thatis,marketingactivities;Fromtheperspectiveofcirculationineconomics,themarketisafocalpointofkindsflowsofeconomicactivities,suchasbusinessflow”matterflowandinformationflow,amongwhichinformationflowinthebaseoftheothertwoparts.Thesmoothnessofinformationhelpsthefurthergrowthoftheothertwoflow.Themoreunobstructiveflowsare,themoreconducivetotherealizationoftheflowsandtheexternalexpansionofthefocalpoint.Andmarketpromotionplayedaroleinlubrication.Throughpromotionalefforts,enterpriseisentirelypossibletoincreasepopularityandreputationinthemarket,andfurtherexpanditsbusinessscopeandpowerfulcircles,inordertogaincompetitiveadvantages.However,asaveryimportantaspectoftheprocessofcorporatemarketing.promotionsdonotcatchtoomuchattentionofmarketingmanagersgenerally,presently,manyenterpriseslackaunifiedpromotionsstrategyandpromotionalplan,resultinginpromotionalactivitiesdidnotachievethedesiredeffects.Therefore,howtoexpandbusinessproductsalesandincreasesales,isaveryimportantissueandforenterprise.Firstly,thisarticleiscollectingwiththeselectedtopicrelatedliteraturematerialtounderstandtheexperts'researchorientationandtheresearchconclusion,andthentakeaconclusionwiththeexperts'research.Secondly,itcollectssomespeculativeknowledgeabouttheenterprisepromotionstrategyandtheskillrelated,withsupportingofthesespeculativeknowledge,itcanobtaintheimportanceofthepromotioncountermeasureforthedevelopmentoftheenterprise,andhowtocarryoutthesepromotioncountermeasures.KeyWords：promotion；enterprise；matterflow；informationflow；promotionsstrategy目录引言...............................................................................................................................1一、企业促销策略综述................................................................................................1（一）企业促销策略的涵义...................................................................................1（二）企业促销的功能............................................................................................2二、企业促销实施的策略............................................................................................2（一）人员促销策略................................................................................................2（二）广告促销策略................................................................................................4（三）公共关系促销策略........................................................................................6（四）销售促进策略................................................................................................8三、企业促销策略选择考虑的因素.........................................................................10（一）产品类型......................................................................................................10（二）市场状况......................................................................................................10（三）产品生命周期..............................................................................................10（四）营销环境......................................................................................................11（五）适时变化......................................................................................................11四、结论....................................................................................................................11参考文献.......................................................................................................................13致谢.........................................................................................错误!未定义书签。引言大家耳熟能详的促销手段和方法很多，多是围绕价格方面的，这里我没有必要赘述，但对于重品牌的企业来说，尤其是高端品牌，这些促销手段可能是一个雷区，尤其是价格方面的促销：一是千万别随意打折！贱卖品牌是对品牌形象最大的伤害，这会让你的忠诚顾客感到你要么物非所值，要么认为你就那么回事，她还可能为前几天刚买了全额价格的产品懊恼不已，心生怨恨；二是为你的促销找一个恰当的理由，这个理由一定是珍稀的，不要随便拿个节日趁机低价贱卖，那对你长远的整体销量是没有利的。对于市场营销者而言，市场的知名度和美