As for the enterprise, the new product promotion's importance is self-evident. Moreover the new product is high price entering the market, the profit is more considerable, is enterprise's survival principle and the foothold foundation. one, new product cuts into the off season, also rams the market foundation for the new product busy season. Therefore, the off season is the best opportunity which the new product cuts into. If in April completes the new product's market foundation work, 51 period, carries on promotion propaganda drawing again to the new product, the market can start very quickly. Promotes again after July and August, September and October's busy season drawing, the new produce market can start comprehensively. the two, new product promotions want “on rollers union” only then to suspend the product the terminal, the consumer only then have the opportunity to carry on the purchase. Therefore, spreads the city is one of new product promotion important works. This involves to the new product model provides whether to arrive, needs to aim at the clerk and the dealer establishes the strict system's system of examining and assessment, strengthens does an inspection, the new product only then releases truly to the terminal only then has the drawing function. The product suspends after the terminal, only then forms purchases for the first time, and obtains consumer's approval, only will then have consumer's two purchases, and will form the purchase which will continue. Therefore, how to draw the consumer to achieve purchases for the first time, is question which in our new product promotion process “pulls” must solve. According to “shop city” and “drawing” the priority order may divide into the following several operating mode:
1st, promotes first, latter draws. First carries on the shop city, when the target market shop goods rate achieve above 60%, starts to engage in some large-scale promotion or the advertisements propaganda activity, the stimulation draws the consumer to purchase the product. Does the merit is: The drawing effect can obtain manifests directly. Because has the earlier period shop goods, after undergoing promotion propaganda drawing, the consumer can purchase this kind of product immediately in the terminal, then forms sales drawing. The shortcoming is because the new product popularity is low, the preliminary shop goods difficulty is big, the speed is relatively slow. If the promotion propaganda activity is not very effective, easy to create the partial product backlog. 2nd, draws first, latter promotes. This method engages in the promotion propaganda activity first, then stimulates the consumer purchase and the channel member stocks with goods. The merit is because has the new product earlier period promotion propaganda to drum up support, the new product shop city is easy. The shortcoming is the new product after the promotion propaganda, makes up the goods, if cannot follow, the consumer possibly does not purchase the product in the terminal, affects the promotion propaganda the effect.
3rd, pushes, pulls the synchronization to carry on. At the same time makes promotion propaganda drawing, at the same time carries on the shop goods, both unify. The merit has avoided the first two method shortcoming. The shortcoming is in the manpower and resources limited situation, the whole advancement speed is slow. The suggestion agitation customer's enthusiasm, carries on activities together and so on propaganda, promotion. Moreover, the promotion, the drawing circulation must carry on three rounds at least. enterprise before plan promotion, must seek for the entire active the first luminescent spot and the product selling point, estimated that the activity can achieve what kind of effect, for enterprise great income (visible and invisible), then after the science appraisal, reduces active again blindness. Best, must with the entire execution link, specially a terminal servicer carry on the following communication, listens to their appraisal. Do not move finishes with was finishing. Only then like this, we only then slowly the clear own promotion servicing activities existence's merit and the shortcoming, can enhance unceasingly and progress.
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