中国现代零售业假日营销战略新理念

New Marketing Strategies of China Modern Retail Business in Holiday Economy

春节前后一个月是名副其实的“消费黄金月”,其消费额大约能占全年消费总额的30%,并以16%左右的速度迅猛增长。对商家特别是零售业来说春节黄金周无疑是一个巨大的商机。若能充分把握这一假日营销的契机,有效运用现代营销战略理念指导各项营销策略的实施,才能在现代市场竞争中有所作为。本文建立在对北京各大零售商进行的“2005年春节期间营销活动”的抽样调查报告的基础之上,通过所得的信息总结出北京零售商春节年货市场实际的营销情况,分别从民俗传统文化、与竞争者的关系和商品分销促销手段角度出发,分析研究适用于假日经济的现代营销战略新理念。

The month of the spring festival is an absolutely qualified consume golden month, the consumption of which can account for 30% of the total value of the whole year and can increase rapidly at a speed of 16% more or less. The Spring Festival golden week is undoubtedly an enormous business opportunity to the retailers. If they can fully grasp this opportunity of holiday marketing and use modern marketing strategies to guide every marketing implementation effectively, they could accomplish successfully in modem fierce market competition. This essay is just written on the basis of a report on the research of marketing activities during the 2005s'spring festival that retailers in Beijing carry on, and then discuss and study some new marketing strategies of the holiday economy from three aspects as follows: traditional culture, relationship with competitors, distribution and promotion methods.