Analyze and promote the combination strategy?

Promotion means that enterprises use personnel or non-personnel methods to provide users with information about goods and services, guide, inspire and stimulate users to have purchase interest, make purchase decisions and take purchase actions, so as to achieve the purpose of promotion. The promotion methods mainly include personnel promotion, business promotion, advertising promotion and public relations.

Personal promotion is a sales method in which an enterprise sends salesmen to sell goods and services directly to users (including direct users and indirect users). It has the advantages of direct contact, flexibility, on-site consultation, timely feedback, strong selectivity and good interpersonal relationship. However, its absolute cost is relatively high, which is roughly 2-3 times that of advertisements in developed countries, and it is difficult for enterprises to get excellent salesmen.

Commercial promotion refers to a promotion method adopted by enterprises in a specific target market to quickly stimulate demand and encourage consumption. There are three specific forms: first, commercial promotion aimed at consumers, which is to encourage consumers' desire to buy, improve the rate of repeated purchase, promote the sales of new products, expand market share and so on. Such as sales with prizes, exhibitions and live performances. Business promotion for middlemen means encouraging middlemen to purchase goods in large quantities and sell them on a commission basis, and speeding up the recovery of payment for goods, such as purchase discounts and distribution competition. The third is to promote the business of dealers, that is, to encourage sales staff to work actively, and strive to open up markets and increase sales during the planning period, such as launching competitions and reward activities.

Advertising refers to the company's planned transmission of information about goods and services to consumers through certain media to communicate the relationship between supply and demand, so as to achieve the purpose of consumption and expansion of sales. In modern society, there are more and more advertising media to choose from. In addition to newspapers, magazines, radio and television, enterprises can also use mail, movies, posters, windows, road signs and other ways to advertise. It is particularly worth mentioning that in today's increasingly developed Internet, using the Internet to advertise is an important means.

Public relations refers to a series of measures and actions taken by a company to seek trust and support from all walks of life, establish corporate reputation and create a good social environment. From the point of view of sales, it is a promotional activity that enterprises use indirect payment to gain the trust of the public and deepen the impression of users.

The promotion plan is a comprehensive application of four promotion forms: personnel promotion, business promotion, advertising promotion and public relations in a planned and purposeful way, forming an organic promotion strategy. In other words, the enterprise's promotion strategy is the choice and combination of promotion methods. Generally speaking, enterprises can analyze and choose the basic strategy of promotion combination from the following angles.

1, pull strategy and push strategy

Pulling strategy means that enterprises first introduce new goods or services to consumers in the final market through strong promotional activities such as advertisements, so that they have a strong desire to buy and form an urgent market demand, and then "pull" middlemen to demand the distribution of such goods one after another. The promotion order of pull strategy is as follows.

The promotion strategy is that manufacturers take personnel promotion as the main means, first strive for the cooperation of middlemen, and use the power of middlemen to push new goods or services to the market and consumers. Its operating procedures are as follows:

In the marketing process, middlemen and manufacturers have different views on the market prospects of some new products or services. Therefore, when many new products go on the market, middlemen are often unwilling to distribute them because they overestimate the market risk. In this case, the production enterprise can adopt the strategy of pulling, and can only sell it directly to consumers first, and then pull the middlemen to distribute it. On the contrary, the promotion strategy is a means that manufacturers and middlemen often adopt when they reach an agreement on the market prospect of new products or services and are willing to cooperate. By adopting this strategy, compared with the pull strategy, the production enterprise has less risk, shorter sales cycle and faster capital recovery, but the prerequisite is the understanding and cooperation of middlemen.

Of course, in general, enterprises can also combine the above two strategies. While vigorously selling to middlemen, they can stimulate market demand through a large number of advertisements. These steps are shown in the following figure:

2, the nature of the goods

Different kinds of goods go on the market, and the promotion effect is different. For example, in the consumer goods market and industrial products market. Generally speaking. Due to the wide sales of consumer goods, non-personnel promotion should be adopted and advertising should be adopted; Industrial products should make full use of personnel to promote sales and strengthen services. As for the relationship between commercial promotion and public relations, it plays an auxiliary role in consumer goods and industrial products.

If the price factor is added to the goods, the effect and choice of the promotion factor can be further subdivided. Generally speaking, there are many advertisements for low-priced consumer goods, but few people sell them. There are many advertisements for high-priced consumer goods and many people sell them. Low-priced industrial products use media advertisements to promote more; High-priced industrial products use less advertising and more promotion.

3, the product life cycle stage

The products of enterprises are in different life cycle stages, and enterprises should adopt different promotion strategies. Generally speaking, during the investment period, we should do more publicity work such as advertising, and take business promotion work such as live performance, samples and lottery to induce middlemen to buy goods and consumers to try them out. In the growth period, the focus is on promoting product brands, fully mobilizing the enthusiasm of salesmen and middlemen, and rapidly expanding commodity sales. In the mature period, advertising is the mainstay, competitive marketing is emphasized, and the relationship between the public and the public is used to highlight the reputation of enterprises and strive to build famous brands. During the economic recession, it is mainly based on commercial promotion, combined with suggestive advertising and price reduction, to maintain sales as much as possible, and some special promotion measures can also be taken, such as bonus and sales incentives.

4. The buyer's preparation stage. In different stages of buyer's preparation, promotion factors also have different costs and benefits.

In the cognitive stage, the relationship between advertising and publicity plays the most important role. At this time, sales representatives engage in sales promotion or use business promotion, and the effect will be poor. In the stage of consumer understanding, the main influence comes from advertising and personnel promotion. In the stage of consumer conviction, it is mainly influenced by personnel sales promotion and business promotion. Finally, in the subsequent re-ordering stage, it depends on personnel promotion and business promotion, as well as some degree of reminder advertising. Obviously, in the early stage of the buyer's decision-making process, the relationship between advertising and publicity is the most cost-effective, while the promotion of personnel and business in the later stage is more cost-effective.

5, the nature of the market

Different market strategies should be adopted for different markets. If the market is geographically concentrated, the transaction volume is large or the customers are concentrated, it is necessary to focus on personnel promotion. On the contrary, markets with scattered customers, small purchases and wide geographical areas should focus on advertising, supplemented by promotions for large users and important middlemen.

6. Promotion expenses

The promotion budget is the expenses for promotion activities. Because different sales methods need different expenses, we should strive to use as little promotion expenses as possible to achieve the expected promotion effect.