文档介绍：促销论文销售促进( Sales Promotion ,简称 SP )是市场竞争过程中的一把利剑。市场锋线的促销, 作用在于对产品施加推力, 使产品能够更快地进入市场和扩大市场。我们看到, 在市场上并非每一个公司都做广告, 但是每一个公司都无一例外地开展促销。所以, 在我们执行市场侵略任务时,不能忘记使用这一有力武器。从全球的广告与促销对比中看, 促销费用的增长率至少比广告费用的增长率高出三个百分点。以美国为例,在 1980 年的促销费用为 490 亿美元, 到了 1986 年其费用已达 1020 亿美元, 促销与广告的费用之比约为 64: 36。到了 1991 年, 促销费用更占整个市场推广费用的 3/4 , 即 75% 左右。促销活动之所以有这么大的开支, 是因为人们都看好这一销售形式并得益于最后效果。企业乐意为立竿见影的效果付出。 Sales Promotion ( abbreviation SP) is in the process ofa sharp petition. Market striker's promotion, the role is to product exert thrust, make the products to enter the market more quickly and expand the market. We see in the world market, not pany is advertising, but pany is without exception, promotional. Therefore, when we carry out market aggression missions, can't forget to use a powerful weapon. From the global advertising and promotion contrast, the growth rate of sales promotion arises-whether cost at least than advertising expenses growth above 3%. In the United States, for example, in the 1980 promotion cost for $49 billion, arrived 1986 its charge has reached 1020 billion dollars, promotion and advertising expenses than about 64:36. Arrived in 1991, promotion cost more, of the total market promotion cost 3/4, namely 75%. Promotional activities have such a big spending, because people have named the forms of marketing and benefit from last effect. Enterprise gladly for immediate effect to pay. 那么,促销是一种什么样的内涵呢? So what connotation, promotion? 第一、促销是对顾客购买行为的短程激励活动; 第二、促销是一种战术性的营销工具; 第三、促销是利益驱动购买; 第四、促销是追求结果的销售行为; 第五、促销对冲动性购买尤为有效; 第六、促销不以营建品牌为宗旨; 第七、促销是“ AIDA 法则”的体现; 第八、促销是在价格杠杆上跳动的芭蕾舞, 尽管千姿百态, 但离不开价格利益; 第九、促销就是为了扩大销量而使用的方法; 第十、促销是一种市场竞争手段; 第十一、促销不是变相广告。第十二、促销可以破除“购买****惯”,它是促成第一次购买的好工具; 第十三、促销的目的不是为了提高产品知名度,而是为了让顾客接受产品; 第十四、促销的最高目标是使它自己成为购买首因, 基本目标是至少成为购买的一个促动因素; First, the promotion is on customer purchase behavior of short-range incentive activities; Second, promotion isa tactical marketing tools, Third, promotion is driven buy; Fourth, promotion is to pursue the results of sales behavior, Fif