成功促销的特征及其行为学分析

Successful sales promotion and behavioral science

促销本质上是一种信息传播活动,其最终目的是影响消费者的购买行为。促销的形式多种多样,但成功的促销应具备行为学的基本特征:首先,促销信息要被消费者所认知,引起消费者的注意并被消费者所理解;其次,促销要引起消费者的好感,激发消费者的购买欲望,最终实现消费者的购买行为。

Sales promotion is,in essence,an activity of information communication,eventually influencing consumers.Sales promotion is varied in forms,but successful promotion is in accordance with the behavioral science.First,idendification of cosumers should be achieved,and their feelings be satisfied,so they engage in purchasing behavior.