面向中间商营业推广的模式和风险分析

营业推广与广告、人员推销和公共关系是促销组合策略的四大元素。在我国,随着商品经济的发展和成熟,企业在销售市场上的竞争日趋激烈,其中较为直接有效、使用频繁又较高的手段就是营业推广。在进行营业推广的过程中,许多企业虽然有明确的目标,但是使用的模式和手段却存在一些不妥,进而导致效果不理想甚至是事得其反。其实,“营业推广”这一貌似简单,被企业视为短期行为的“小手段”,其中的学问也不少,千万不可小视。

An Analysis of Dealership in Business Extension and Subsequent Risks

Business extention together with advertisement, personal selling and public relations constitute promotion mix. In China, as the market economy constantly develops and matures and the competition is increasingly intensified, business extention is widely used as the most direct and efficient means. In the process many enterprises set clear objectives; however, thanks to improper method, they fail to a chieve what they expected. As a matter of fact, business extension, seemingly easy and menial, involves a great of knowledge and is worthy of study.