VE观念在企业促销决策中的应用

APPLICATION OF VE CONCEPT TO PROMOTIONAL DECISION

分析了企业促销实践中常见的问题，以及促销策略的功能特点及对策，提出了从促销功能受益者角度，衡量促销功能必要性，从促销费用承担者角度衡量促销策略价值的观点。还提出了用ＶＥ观念指导企业促销组合决策。

The common problems of promotional practice,the characteristic of promotional function ahd the promotronal tactics of enterprise were analyzed.The following points of view were proposed:Judge the necessity of promotional function from the standpoint of its beneficiary;evaluate the value of promotional tactics from the viewpoint of promotional cost bearer and direct promotional deeision with VE concept to raise promotional value.