New Development Of Shop Promotion Strategy

< p > < strong > 1. In terms of means, the development of a href= "http://www.91se91.com/news/index_c.asp" > Internet < /a > provides new means and development space for promotion.

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< p > we know that promotion is important because of its communication essence, that is, sales promotion (including) is essentially an information communication activity.

Therefore, from the essence of promotion communication, an important factor determining the development of promotion strategy is the development of communication media, that is, with the emergence and development of new information pmission media, the promotion strategy will be promoted.

At present, the most revolutionary development of information media is the Internet. The Internet has become the most emerging media since the invention of television. From this, the pace of enterprise Internet promotion has also accelerated with the rapid spread of the Internet, and the so-called network promotion has emerged, among which the fastest development is Internet advertising.

According to the statistics of IAB (Internet Advertising Bureau), Internet advertising revenue in 1997 amounted to $906 million. In 1998, the income of online advertising doubled to $1 billion 960 million, and outperformed outdoor advertising revenue, accounting for 4% of the total advertising revenue in the year. And it will reach 11 billion 500 million dollars by 2003, which will exceed the traditional media advertising revenue.

The development of Internet in China is late. Online advertising started in 1997. In 1998, Internet advertising revenue reached 18 million, although it accounted for only 52 billion yuan of the total advertising revenue in the year, but the astonishing growth rate was enough to prove its new strength.

Online advertising is penetrating into every aspect of modern life, showing the charming online business opportunities.

This trend of development has also shifted the research focus of the business and theoretical circles to online advertising.

From the current research situation, though people are aware of the importance of this topic, there is no complete understanding of how to promote advertising effectively under the new media environment.

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< p > < strong > two, in principle, the current < a href= "http://www.91se91.com/news/index_c.asp" > promotion strategy < /a > emphasizes interaction, segmentation, controllability and effectiveness testability.

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< p > traditional marketing is formed in the traditional market environment. To a certain extent, the expectations of marketers are only limited to the pmission of information.

Now, changes in the market environment, the growing maturity of consumers and the development of technology make it necessary for us to raise higher requirements for sales promotion.

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< p > the traditional promotion is unilateral: the seller has the advantage of information, and the seller needs to communicate with the seller in order to make the seller understand the information that is beneficial to the seller.

But now, the market has changed from the former producer sovereignty market to the consumer sovereignty market. Compared with before, consumers have mastered more valuable information for enterprises, which requires enterprises not only to convey information about their products and enterprises to consumers, but also to get consumers' information as much as possible.

This pformation is implemented in the promotion of enterprises. It requires enterprises not only to regard promotion as a unilateral information pmission, but also to get a better understanding of the market by understanding the response of consumers.

In addition, consumers are no longer passive receivers of information in the promotion. They can also choose the information delivered by enterprises according to their preferences, so that the current promotion emphasizes the interaction between the seller and the buyer.

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< p > the current promotion emphasizes more attention.

Segmentation is a concept opposite to the public. It refers to the division of people in a mass consumer according to a certain subdivision standard.

The selection of enterprises is consistent with the target market.

Under the requirements of sub audiences, the promotion of enterprises will choose some media or forms that can effectively "divide people", such as cable TV, direct mail advertisement, telephone promotion, network advertisement, etc. some "sub sales promotion" has even reached the point of "customized promotion".

Of course, in order to improve the effectiveness of sales promotion, enterprises also pay more and more attention to the collection and management of customer information.

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One of the main problems of P promotion is that it is difficult to grasp the effect of promotion, especially advertising, because enterprises often do not know exactly how many people have received the information and feedback you advertised.

Now, the development of technology provides conditions for promotion to overcome this problem, which also makes the promotion more and more emphasis on the measurability of the effect.

For example, when issuing online advertisements, it is necessary to record in time how many users have seen each advertisement, and the time distribution, geographical distribution and reflection of these users. Advertisers can evaluate the advertising effect in real time, and then verify their rationality and adjust their advertising strategies, and evaluate them according to the effective amount of advertisements, and pay for them according to the effect.

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< p > < strong > three, formally speaking, the current promotion is more emphasis on < a href= "http://www.91se91.com/news/index_c.asp >" integration promotion "< /a >.

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< p > traditional promotion also has a promotion < /p >.

< p > combination, that is, comprehensive use of advertising, personnel promotion, business promotion and public relations and other means of communication to influence consumers.

But in actual sales promotion, it is rarely done.

The so-called promotion is merely advertising or salesperson promotion or business promotion.

Modern sales promotion enriches the understanding of each sales promotion method, and emphasizes integration promotion or integrated communication.

In short, integrated communication has the following important points: < /p >

< p > 1., the core of the communication is the psychology of consumers. Therefore, we must have a better understanding of consumers' motivation, cognition, memory, association and attitude.

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< p > 2. integrated communication emphasizes the integration of real meaning, just like playing basketball, all kinds of communication and communication tools are like the guards, forwards, and centers of the field, who perform their duties, and are fastidious about the tactics of war.

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< p > 3. the purpose of integrated communication is not to make a one-time paction, but to maintain long-term relationship with consumers, that is, to achieve relationship marketing.

This requires enterprises to communicate with consumers in an orderly way and communicate with each other in a timely and appropriate manner. At the same time, we must establish a comprehensive customer database to achieve database marketing.

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