1、 超市商品促销打折方案研究 摘要:超市的迅速发展在给百姓生活带来方便的同时,彼此之间的竞争也日益激烈.为 了扩大销售额,吸引更多的消费者前来购物,各超市纷纷使出浑身解数,采取各种营销 手段,而促销恰恰是各种营销手段中不可缺少的,促销管理也就成为超市营销管理的 重要部分.本文从经济学的角度,分析目前流行的超市打折现象,认为超市商品打折虽 在短期内有利于提高消费者剩余,强化竞争,有利于企业转换经营机制,减少重复建设 及产品雷同现象,但是过度竞争造成的竟相打折现象弊大于利,从长期看,最终会降低 社会总福利.本文从促销打折对各主体的利弊分析入手,试图找出如何应对规范打折 的思路和对策. 关键词:超市;
2、销售额;商品打折 TITLE Student: Instructor: Abstract: The rapid development of the supermarket bring convenience to peoples life, the competition between each other is also increasingly fierce. In order to expand sales, attract more consumers to shopping, supermarkets have resorted to use all ones skill, ad
3、opt various means of marketing and promotion, it is indispensable in the various marketing tools, marketing management has also become an important part of the supermarket marketing management. In this paper, from the perspective of economics, supermarket discount phenomenon of popular, supermarket
4、goods discount is beneficial in the short term to improve consumer surplus, strengthen competition, advantageous to the enterprise operating mechanism, reduce the repeated construction and similar products, but the excessive competition caused by competing discount phenomenon more harm than good, fr
5、om a long-term look, will reduce the social total welfare. This paper starts from the pros and cons of each subjects promotional discount analysis, trying to find out the ideas and the strategy to deal with standard discount. Key words: Supermarket sales; sales 目 录 1 引言 3 2 打折的相关概念 4 2.1 打折的概念以及法律特征
6、4 2.2 打折的具体种类 4 2.3 折扣方法 5 3. 超市商品打折带来的经济效益与损害 5 3.1 消费者对商品打折的心理状况分析 5 3.1.1 基本假设及结构模型.5 3.1.2 实证结果分析及结论.7 3.2 超市商品打折带来的经济效应8 3.2.1 吸引注意,刺激消费,迅速提高市场份额 .8 3.2.2 促进销售 8 3.2.3 盘空库存,回笼资金,提高资金的周转率 8 3.3 损害 .9 3.3.1 竞相打折,折了效益 .9 3.3.2 频繁打折,折了形象 .9 3.3.3 虚假打折,折了信誉 .9 4 超市打折受损的原因分析及打折方案的研究 .9 4.1 超市打折受损的原因 9 4.1.1 只注重商品的销售忽视对超市本身的宣传 9 4.1.2 忽视消费者心理 . 10 4.1.3 卖场促销中的广告语表达不清 . 10 4.1.4 有些促销活动不真实且用得过多过滥 . 10 4.1.5 促销员对消费者的态度忽冷忽热 11 4.2 打折方案的研究. 11 4.2.1 为打折做准确而详细的定位 11 4.2.2 选择打折的佳机 . 11 4.2.3 确定打折的方式 .
