浅析专卖店促销策略的实施.doc

湖南财政经济学院毕业论文 第IV页浅析我国专卖店促销策略的实施 摘 要对零售企业来说，卖场的促销的重要性是无可置疑的，它的成败与否直接关系到零售企业的荣辱兴衰，专卖店亦是如此,都希望在卖场促销上大做文章，期望促销活动的成功能够为企业带来恒久的利益,而对于促销活动的策划实施以及事后的评估和反思，各种做法不尽相同，这说明了促销的多种多样，又说明了各专卖店欲在此一争雌雄，而结果却也是几家欢喜几家愁。文章详细介绍了专卖店促销的各方面事项，对促销手段的分类、目的、特点、必要性、等都做了具体的说明，并将我国专卖店促销的现状加以分析，进而思考，提出专卖店促销策略创新的建议。关键词：零售企业，卖场，专卖店，促销,Store sales promotion strategy implementation research Author:Xiao Dahui Tutor:Yang Lixin AbstractFor retail enterprise, it sells the promotion of importance is indubitable.It is directly related to the success or failure of retail enterprises and honor, brand shop also is such.which hopes promotion on the big fuss about expected sales promotion activity that success can lead to the company the interests of the permanent.Howere, for the promotion planning and evaluation and reflection of the event, all kinds of practice is not same.This shows that the various sales promotion and that shop in this to each against male and female .But the results also several glad several sorrow. This paper introduces the store sales promotion of all aspects of matters,which include The classification of sales promotion methods 、purpose 、characteristics、necessity etc. And the present situation of our country store sales promotion will be analyzed, and then the thinking, puts forward Suggestions of promotion strategy store innovation.Hoping this paper can provide useful reference for store sales promotion.Key words: retail enterprise, marketplace, brandshop, promotion 目 录1 绪论.12 专卖店的特征分析.22.1 专卖店的定义及特点. .22.2 专卖店的发展.23 专卖店促销现状分析.43.1 促销的目的.43.2 促销的特点.43.3 专卖店常用促销手段.54 专卖店促销的不足.84.1 促销理念缺乏创新，促销文化无特色.84.2 促销组合没有进行有机整合.94.3 促销策划比较盲目.94.4 促销策略实施不当.94.5 促销人员素质不高，促销激励体制不完善.10