marketing mixWord下载.docx

marketing mixWord下载.docx

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2.Promotionalobjectivesidentified.Enterpriseshaveaspecificpromotionaltargetindifferentperiodsanddifferentmarketenvironment,.Asforshort-termsalestargets,itissuitabletouseadvertsimentspromotionsandbusinessmarketing’scombination.Asperlong-termmarketinggoals,publicrelationspromotionshaavedecisivesignificance.CorporationsShouldnotethatthechoiceofcorporatemarketingobjectivesmustbesubordinatetotheoverallcorporatemarketingobjectives.

3.Marketingmessagedesign.Corporationsshouldfocusonthedesignoftheinvestigationcontent,whattheexpressivedemandsoftheenterprisepromotiontothetargetaudienceareandtostimulateitsresponse.Generally,demandsaredividedintotherationaldemands,emotionaldemandsandmoraldemandsthreeways.

4.Choiceofcommunicationchannels.Thecommunicationchannelsofpromotinalinformationtransmissionhavetwoways,staffcommunicationchannelsandnon-staffcommunicationchannels.Corporationsrecommendtherirproductsface-to-facetothetargetbuyersviathestaffcommunicationchannelsandwillreceivethefeedbackandmakeuseofgood"

wordofmouth"

toexpandthebusinessandproductsvisibilityandreputation.Non-staffcommunicationchannelsmainlyreferstothemassmediaofcommunication.Theorganiccombinationofpubliccommunicationandstaffcommunicationcanexertbetterresults.

5.Determinethespecificcombinationofpromotions.Accordingtodifferentsituations,mixpersonnel,merchandising,advertising,salespromotionandpublicrelationsthesefourwaysappropriatelytoexertoverallpromotionaleffect.Thefactorsshouldbeconsideredaretheproductattributes,price,lifecycle,characteristicsoftargetmarketsand"

push"

or"

pull"

strategy.

6.Promotionalbudgetdesign.Enterprisesshoulddesignthewayofmarketingportfolioaccordingtotheirowneconomicstrengthandthedegreeofinterferenceduringthepublicity.Iftheenterprisemarketingexpensesareample,theenterprisecanuseseveralpromotionsatthesametime;

ontheotherhand,ithastoconsiderthechoicetospendlesspromotionalapproach.

Advertisingisaformatofsalespromotionwhichaimstoincreaseunderstandingandtrustaswellasexpandsalesthroughacertainmediatosellproductsorsolicitforwardingservicestothecustomers.Adshasspecialfunctionsandeffectivenessinthemarketing.

1.Adsisthebiggest,fastestandwidestmessagedisseminationmedium.Throughadvertising,enterprisesorcompaniescantransfertheproductfeaturesandservices,functionsandsupplymanufacturerssuchinformationtotheconsumerssoastocommunicatetherelationshipbetweenbothproduceranddemander,causingtheconsumer'

sattentionandinteresttopromotethepurchase.

2.Advertisementcanstimulateandinduceconsumption.Consumers’demandforaproductisoftenapotentialdemandforthispotentialdemandissometimescontradictorytothepurchaseaction.Thevisual,sensorymapping,aswellasinductioncausedbyadvertisementoftenstimulatetheconsumers’desiretoconsume.Sincesomeinexpensive,readilymarketablenewproductsarenotknowntoconsumers,itishardtoopenupthemarketforthem,whileoncetheyareadvertised,consumerswillpurchaseoneafteranother.Inaddition,therepeatedrenderingandstimulationofadvertisementswillalsoextendtheproduct'

svisibility,andevenacertainsenseoftrust.Itwillleadtoanincreaseinpurchasevolumeaswell.

3.Adscanbetterintroduceproductknowledgetoguideconsumption.Corporationscancomprehensivelyintroducetheproductperformance,quality,uses,repairinstallationandsoonthroughtheadvertisementsandallaytheirfearsandeliminatetheirworriesarisingfromrepair,maintenance,installationandotherissuesinordertobringthedesireofbuying.

4.Adscanpromotethedevelopmentofnewproducts,newtechnology.Itiscumbersomeandslowtopromotethenewproductsornewtechnologiesbyadministrativemeansandtherearealotoflimitationswhilenewproducts,newtechnologiescanmeetdirectlywiththeconsumersthroughadvertisementsandrapidlygainafirmfootholdinthemarketandgainsuccess.

Inessence,promotionisamarketingcommunicationactivitiethatmarketers（informationproviders,orthesender）issueavarietyofinformationasastimulator,andtransferthemessagetooneormoretargetaudiences（ie,recipientinformation,suchasaudience,readers,consumersorusers,etc.）,inordertoinfluencetheirattitudesandbehavior.

Usually,therearefivekindsofadvertisingstrategiesasastimulatorof:

1.Theadvertisingstrategiesproductstrategy,namely,theadvertisingproductstrategy;

2.Themarketadvertisingstrategiesthemarketobjectives,namely,theadvertisingmarketstrategy;

3.Themarketingstrategyadoptedsoastocooperatewiththetimetakenbyads,namely,advertisingstrategyreleasedtime;

4.Themarketingstrategyadoptedsoastocooperatewiththeregionalmarketing,namely,theadvertisingmediastrategies;

5.Themarketingstrategyadoptedsoastocooperatewiththeperformanceoftheads.Advertisementstrategymustfocusonobjectives,becausetheywillvaryfromplacetoplacebecauseofmerchandise,people,timeandplaceanditshouldbeinlinewiththeconsumerpsychology.

（1）Tochangeduetodifferentobjects.Theproblemmostconcernedaboutbyconsumersandthestrongestdesireofpeopleisthedesignoftheadvertisementtheme’resource.Forexample:

whendesignabikead,itsthemeshouldbedifferentforcityorruralareas.Theformershouldbeemphasizedbeautiful,lightweightandfashionablewhilethelattershouldbehighlightedtheloadcapacityanddurability.Aslongasthesubjectiscorrect,adswillhaveastrongattraction,inordertoreceivegoodresults.Iftheadsignoretheconsumers’desireandhavethesubjectivespeculationonlytoshowofftheirproducts,theconsumersmayignorethemorhaveasuspicionof"

王婆卖瓜"

.Iftheadscanseizethetendencyofmarketdemand,meettheconsumer'

spsychology,suchadswillbeabletoimpactsothatcustomerscanfeelthatthemerchandisetheadspromoteiswhattheyarethinkingandlookingfor.

（2）Tochangefromtimetotime.Thefocusofadvertisingshouldbedifferentatdifferenttimes.

1,Whentheenterprisesadoptdifferentmarketingstrategies,thefocusoftheadsshouldbedifferent.Whenthemarketpenetrationstrategyisused,theadsshouldfocusontheproducts’goodperformance,reasonableprice,excellentservicessoastofacilitatethecultivationofconsumerpreferenceforitsbrand,expandthemarketshare;

whenthemarketdevelopmentstrategyisused,it’sappropriatetoemphasizeproducts’relativemeritswithaviewtoinvasivemarket,quicklyopenthemarket.

2,Accordingtotheconsumers’differentpurchasingstages,thefocusofadsshouldalsobedifferent.Inthepreparationstageofpurchase,corporateadvertisementmainlycausetheconsumer'

sattentionandstimulatetheemergenceofpurchasemotivation.Therefore,itisnecessarytointroduceproducts,mainlyenhanceawareness;

inthepurchasingstage,themaintaskistocultivatthefeelingsofcustomersinordertomaketheirdeterminationtobuytheproductsearlier.Therefore,theemphasisshouldbeplacedonpurchaseconvenience,considerateservice,orsmallinventory;

intheafter-salesstage,themissionoftheadvertisementdoesnotend,itisevenmoreimportantinasense.Atthemoment,thebestadvertisementcanmakeconsumersenhancetheirpurchasedecision-makingconfidence,improvethesubjectivevalueoftheproductsinuse.

3,Indifferentstagesoftheproductlifecycle,itisnecessarytoadoptdifferentadvertisingstrategies.Ininputperiod,itispropertoadoptthereportofads,thatis,mainlyintroducetheemergenceofmajorProduct,highlightthenovelty,attracttheattentionofconsumers,makethemhavetheperceptionthatthemerchandisecanmeettheirneeds,havethepurchaseofdesire;

inperiodofgrowthandmaturity,itisbettertoadoptthepersuasiveads,thatis,inordertoattractmorecustomerstobuymerchandiseoftheenterprise.Theadsshouldfocusonrecommendingbrandsandtrademarks,highlighingttherelativemeritsinordertostimulatecustomers’selectivedemands,resultinginpreference;

intherecessionperiod,itiswisetousemoreremindingads,whichmaybesuitableforsomepeople'

shabits,maintainacertainvolumeofsales,soastopreventproductsbeingprematurelyeliminated.Atthistimethefocusofpromotionaladsshouldbeenterprise'

simage,longhistoryofthemerchandise,quality’sreliabilityandsoon.

Inshort,duetothechangeofobjectandtime,highlightingthethemeofads,thisisthecoreissueofadvertisingstrategies.

（3）Theadvertisementalwaysuseapersuasivewaytoattractconsumers’purchase,inordertoachievethepurposeofpersuading,firstly,toresorttoemotionalfactors,namelytomakeuseofthosestimulatingelementswhichcantransferp