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决定创意礼品促销效果和成败的重要因素是什么?

发布时间:2020-08-10    文章编辑:成都华美恒和贸易有限公司

  成都礼品公司表示由于礼品渠道促销所面对的对象都是经销商管辖区域下的分销商,所以厂商之间的配合、默契程度直接决定了此次促销效果和成败。

  NEIME,CHANGSHANGYAOZAINAXIEFANGMIANZUOHAOPEIHENI?SHOUXIANZIRANJIUSHIPEIHUO,MEIYOUHUO,ZENMEGAOCUXIAO?SUOYIZAICUXIAOKAIZHANZHIQIAN,CHANGJIAJIUBIXUCHUBEIZUGOUDEHUOYUAN,YIBEIJINGXIAOSHANGNENGGOUJISHIHUODEHUOPINYIGONGYINGDAOQUDAOZHONGQU。QICIJIUSHIRANGLICHENGDU。SUOWEIRENWEISHIWANG,YIBANQINGKUANGXIA,JINGXIAOSHANGSHIFOUHUIJIYUCHANGJIADECUXIAOHUODONGYUYIZHICHI,ZHUYAOJIUSHIKANZHONGCHANGJIASUOJIYUCUXIAODERANGLICHENGDU:RANGLICHENGDUYUEDA,ZHICHILVYUEGAO,FANZEYUEDI。DANSHI,DUIYUCHANGJIALAISHUO,JINGXIAOSHANGDEWEIKOUYONGYUANDOUSHIXUEKOUPENDADE,BUNENGYEBUKENENGWUXIANDIBARANGLIFANGDA,SUOYI,XUANZEQIADANGDERANGLIDUIYUCHANGJIALAISHUOYESHIYIZHONGFEIFANDEKAOYAN。

  RANGLICHENGDUJUEDINGHAOLE,XIAYIBUYAOZUODEJIUSHIJINGXIAOSHANGJIYUFENXIAOSHANGDERANGLICHENGDU,ZHEIDIANGENKAOYANCHANGJIARANGLICHENGDUYIYANG,JINGXIAOSHANGDERANGLICHENGDUDUIJINGXIAOSHANGYESHIYIZHONGFEIFANDEKAOYAN。

  CONGPEIHUODAORANGLIDEXUANZE,CHANGSHANGDOUDACHENGLEYIZHIYIJIANZHIHOU,HAIYOUYIGEHENZHONGYAODESHIQINGYAOZUO,NEIJIUSHIJINGXIAOSHANGYAOYUCHANGJIAZAIGAIQUYUDEYEWURENYUANZUOHAOPEIHE。WEISHENMEZHEIJIANSHIQINGYEHENZHONGYAO?YINWEIQISHIHENDUOSHIQINGCHANGJIADERANGLIDAXIAODENGDOUSHIKAOQUYURENYUANQUXIANGJINGXIAOSHANGCHUANDADE,SUOYI,JINGXIAOSHANGYUQUYURENYUANGENGDUODESHIHOUJIUSHIYIZHONGZHANLVEHEZUOHUOBANGUANXI,TAMENDEPEIHECHENGDUZHIJIEFANYINGLECHANGSHANGPEIHECHENGDU。

  TONGSHI,CHANGSHANGZHIJIANPEIHEDECHENGDUHAIJIANJIEYINGXIANGLEQITAGEXIANGYINSU,ZAIZHENGGECUXIAOHUODONGZHONGQIZHEJUZUQINGZHONGDEZHONGYAOZUOYONG。

决定创意礼品促销效果和成败的重要因素是什么?

  YIJUTIXIAOSHOUWEILIZI。ZAIWOFUZESHICHANGDESHIHOU,QIAFENGSHICHANGZHANGJIA——SHENGHUORIYONGPINJIAGEPUBIANSHANGZHANG,YUGAICHANPINCHANPINXIXIXIANGGUANDEFULIAOYEYOUBUTONGCHENGDUDEJIAGESHANGYANG。ZAIZHEIZHONGDASHISUOQUDEZHANGJIAXINGSHIXIA,WOMENDEPINPAIYEJIANGKAOLVZHANGJIA。BUGUOWEILEJIYUSUOYOUDEJINGXIAOSHANG、FENXIAOSHANGYIGEGUODUQI,YUSHIWOMENJUEDINGLIYONGZHANGJIAZHISHIKAIZHANYICHANGCUXIAOHUODONG。

  CHANGLICHULEJIJIANGZHANGJIABINGJIYUJINGXIAOSHANGYIDINGDERANGLIZHENGCEHOU,ZUOWEIYIXIANYEWUYUANDEWOMENKENDINGYAOJISHIBACIXINXIFANYINGJIKEHU。DANSHIZENMEFANYINGBIJIAOHAONI?DANGRANSHIXIWANGJINGXIAOSHANGNENGGOUBAZHEIBUFENRANGLIYOUHUIZHENGCEZHIJIELUOSHIDAOFENXIAOSHANGSHOULI,NEIYANGCAINENGGENGHAODI“LONGLUO”FENXIAOSHANG、WENDINGFENXIAOSHANG,TONGSHIHAINENGRANGJINGXIAOSHANGDEXIAOLIANG*DACHENGDUDIFANGDA。

  SUOYI,WOJIUQINZIDAOJINGXIAOSHANGCHUYULAOBANJINXINGSHENRUQIADANG。BUGUO,WOBUSHIYIWOCHANGLICHUCIRANGLIYOUHUIZHENGCEWEIMING,ERSHICONGFENXIDANGQIANSHICHANGXINGSHIRUSHOU,BINGJIEHEJINGXIAOSHANGKUCUN(ZAIBAIFANGGAILAOBANQIANWOXIANYUGAIJINGXIAOSHANGDEGONGRENMENLEJIECANGKUQINGKUANG,YIJI*JINZHEIDUANSHIJIANCHANPINXIAOSHOUSHENZHIZHANGWODAOMEIGEPINZHONGXIAOSHOUQINGKUANGDEDAGAISHUJUQINGKUANG) QINGKUANG,BINGBAWOXIANGWEIQIXIANGCHANGLISHENQINGYIDINGDERANGLIYOUHUI,BINGXIWANGQINENGNACHUZHEIGERANGLIYOUHUIZHIJIECHONGJISHICHANGXIAOLIANG。

  JINGGUOWOYIGEDUOXIAOSHIDESHICHANGFENXI,YIJIFENXIQIKUCUNHEXIAOLIANGQINGKUANG,BINGQIEJIEHEQIYUWOCHANGQIANDINGDENIANDUXIAOLIANGYAOQIU,ERQIE,WOHAITIQIANZUOHAOLEYIFENRANGLICUXIAOFANGANJIYUQIZUOCANKAO。GAIJINGXIAOSHANGTINGWANZHIHOUJUEDETINGYOUDAOLI,BUGUO,BUYUANYIYIRANGLIFANGSHIJINXINGCUXIAO,ERSHIGAICHENGLESONGLIPIN,BUGUOSONGLIPINDEFUDUQISHIGENRANGLIDIANSHUSHIBAOCHIYIZHIDE。KEYISHUO,WODEMUDEDADAOLE,ERQIEWOHAITONGGUOCICIYUJINGXIAOSHANGDEJIAOLIUHEGOUTONG,JIASHENLEDUISHUANGFANGDELIJIEHEYOUYI。

  XIAOJIE:YIGEYOUDANSHIDEJINGXIAOSHANGLAOBAN,YIBANDOUYUANYIHEXIHUANQINGTING“LIANGYAN”——YOUGENJUYOUFENXIYOUDUICEBINGFUHESHIJIQINGKUANG,SUOYI,ZUOWEIYIMINGYEWUYUANZAIPINGSHIZOUFANGSHICHANGHUOBAIFANGJINGXIAOSHANGLAOBANDESHIHOU,YIDINGYAOSHANYUCHAYANGUANSE,SHANYUYUJINGXIAOSHANGXIAMIANDEGONGRENMENDACHENGYIPIAN,SHANYUZHANGWOJINGXIAOSHANGKUCUNHESHIJICHANPINXIAOSHOUQINGKUANG。ZHIYOUBUDUANDISHOUJIXINXI,BINGJIAYIZONGJIE,CAINENGWEIZIJIXIAOLIANGWEIJINGXIAOSHANGXIAOLIANGDETISHENGDAXIAJIANSHIDEJICHU。

  YIBANRENWEI,DUIYUPINPAILAISHUO,XIAOLIANGJIUSHISHICHANGJICHU。SUOYI,YIGEPINPAIYAOXIANGZAIYIGESHICHANGKUAISUZHANJUZHONGYAODESHICHANGWEIZHI,JIUBIRANHUIKAOLVYI*KUAIDESUDUTISHENGXIAOLIANG。NEIME,*KUAIDETISHENGXIAOLIANGDESUDUSHISHENMENI?DANGRANWOMENLVXIANJIUHUIXIANXIANGDAOGAOCUXIAO。

  以某方便面为例。该方便面在北方创意礼品市场以“非油炸,更健康”的概念迅速占领了一定的市场,积累了一定的资本和品牌资源。于是,该公司老板就像把北方市场的经验全盘复制到南方市场去,并考虑以广州为突破口——大斯搞宣传和促销结合。于是,在广州各大商场、超市门口都可以见该品牌的非油炸方便面。同时,南方各大媒体也纷纷对其进行大肆的炒作一番,其势头之大、覆盖之广,在当时传为一时佳话。

  MIANZAINANFANGSHIYIZHONGFUSHI,BUXIANGBEIFANG,ZUOWEIZHUSHI。SUOYI,JINGUANGEDASHANGCHANG、CHAOSHIDOUSHANGJIALEGAIPINPAIDEFANGBIANMIAN,DANSHIXIAOLIANGQUEBUZADI。XIAOFEIZHECHULEJIZHUQISHIFEIYOUZHAFANGBIANMIANDEGAINIANWAI,DUIQILEJIEQISHIBINGBUSUANSHEN,CONGERKEDEZHIGAIPINPAIDEZHIMINGDUZAIZHEILIBINGBUSUANGAO。TONGSHI,WOMENHAICONGGEQUDAOLEJIEDAO,GAIPINPAIFANGBIANMIANZAIZHEILIDESHICHANGBINGMEIYOUDUOSHAOFENXIAOSHANG,ERDADUOYISHANGCHANG、CHAOSHIZUOWEIZHUYAODEFENXIAO,ERGEDASHANGCHANG、CHAOSHIDUISHANGJIACHANPINDOUYAOSHOUQUZHEIYANGNEIYANGDE“JINCHANGFEIYONG”,ZHEIJIUHUIZAIJIANJIESHANGSHIDEGAIPINPAIZAIZIJINLIANFANGMIANCHUYUYIDINGDEBEIDONGDIWEI,YIDANCHULIBUHAO,HENRONGYIJIUHUIWEIPINPAIFAZHANMAIXIALEDILEI。

  SUOYI,BUDAOLIANGGEYUEDESHIJIANLI,GAIPINPAIJIUCHUANCHULESHENGCHANBUZU,YANZHONGQUEHUO,ZIJINLIANDUANLIEDENGWEIYAN,DUIZHEIGEGANGQIBUDEPINPAICHENZHONGDEYIJI。HENKUAI,GESHANGCHANG、CHAOSHIDOUKAISHI“YOUXINWULI”JINGXIAOGAIPINPAIFANGBIANMIAN,YIZHI*ZHONGGAIPINPAIZHUBUTUICHUNANFANGSHICHANG!

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