透视过度营销现象的原因与对策——从家电产品的促销说起

Analysis the Reason and Countermeasure of Over-marketing—We Begin by Discussing the Promotion of Household Electronic Appliances

人们对于营销的误解很大程度上是由于过度营销。以家电市场引入,过度营销实质上是过度促销,是由于我国家电市场不成熟,以及家电企业的营销观念滞后导致的。要根治过度营销,使投入营销的资金更加合理有效,首先必须认清营销的实质,即营销就是经营品牌。其次,要均衡把握营销组合。

The people regarding in the marketing misunderstanding very greatdegree are as a result of excessively the marketing.By electrical appliances market introduction,Over-marketing Substantially be over-promotion.The fundamental reason is that our electrical appliances market is not mature.Thus the marketing idea of business enterprise fall behind.To Recognize the substance of marketing is the turning point in the fight against over-marketing.The essence of the marketing is brand management