应用现代营销理论 提高促销水平

Application of the modern marketing theory to the raising of sales promotion level

近年来我国绝大部分的市场竞争已十分激烈 ,促销手段的使用越来越受到我国企业界的重视。由于有不少的企业对促销的理解存在片面性 ,因此 ,在实际中促销工具并没有发挥出其应有的作用。通过指出我国企业在促销方面存在的问题 ,阐明促销的内涵及特点 ,以便企业制定促销策略时加以准确把握。

In the recent years, there are keen competitions in the most of markets in China, so enterprises pay more and more attention to the use of sales promotion measures. Nevertheless, because of quite a few enterprises' incomplete understanding of sales promotion, the promotion measures, actually, do not do their work completely. The problems on China's enterprises' sales promotion are pointed out and the intension and features of sales promotion are dealt with, so that the enterprises can handle it properly to draw up their promotion strategy.