如何利用联合促销走出促销同质化（How to use joint promotion to move out of promotion homogenization）.doc

如何利用联合促销走出促销同质化（How to use joint promotion to move out of promotion homogenization） The preface: the year of the year sweet smell similar, year year the year of the mood is different. Along with the coming of Christmas, New Years day, Spring Festival such as Chinese and western festivals, the most popular retail year will no promotion war, more and more retail joint fleet and formed his own way to resist the Wolf operational risks, and secondly by scale advantage to create a greater profit space. How to use joint promotion to move out of promotion homogenization is another new task for marketing elites to think about. The author worked in Marketing Department of some group as the department minister, has five stores, how stores to integrate marketing resources, promote the joint combat ability of actual combat experience, willing to share this article with the industry tongren. 1. Successful experience of a groups joint promotional activities This year, a group of six overall promotion activities, with the following successful experience. First, the unified propaganda and the huge momentum. Each promotion activity is promoted by the group in the strong media, and use the interior and exterior decoration to make the activity household name The second is the commodity source preparation, the branding, the scale, the diversification of the business state to highlight the advantages Each promotion activity is rich in the source of the goods and the brand management of the group stores, so that consumers can choose the right products; The scale of the business structure enables consumers to be assured of consumption; The diversified business pattern enables consumers to enjoy the enjoyment of dining, recreation and entertainment except shopping. Third, the activity form is novel, the characteristic is bright, the frequency is large, opens the city first river Five store shopping xiali king activities in the citys first launch of the shopping for cars, the vision and cour