Sales Promote The Strength And Effectiveness Research

Although sales promotion is one of the key factors in marketing activities, it is also a research field full of contradictions. Since 1960's, sales promotion has frequently been viewed as a rational economical and tactical toolkit in the research conducted on the function and effectiveness of it among academic researchers. As a result, until now the topic of sales promotion is still something of Cinderella. In comparison to advertising, research on sales promotion is not only scarce of a systematic study, but also a theoretical framework. On the contrary, however, sales promotion has not only been used in all sorts of organizations, but also has taken the place of advertising and accounted for the most in the marketing budget of packaged goods firms long before.While researchers and practitioners despise each other, sales promotion goes to other extremes. With abusing and excessively relying on it, the strong short-term motivation of sales promotion has been the nightmare of firms step by step. The increasing promotion war not only leads to many industries falling into promotion traps, but also leads to broad price war. Consequently, the intensity of sales promotion becomes stronger and stronger, but the actual effectiveness becomes lower and lower. Confronted with excessive promotion and other irrational behaviors of firms, people may ask why firms increase sales promotion intensity continually despite of thinking of the long-term benefits. To some extent, this question cannot be explained with current researches only. According to our view, to plan any promotion strategy need think how to match the intensity and effectiveness, i.e. to use what extent of intensity to reach the end of maximizing the effectiveness. For this reason, we choose the enterprise behavior as a brand-new visual angle and catch hold of competition or economic rivalry----the nature of enterprise behavior in order to build the conceptual framework of research on sales promotion intensity and effectiveness. And then, we classify the factors which affect sales promotion intensity and effectiveness, as well as which lead to irrational behaviors into four levels, i.e. the competition intensity in industry structure, the extent of cooperation and conflict in retailing industry, the competence of consumer learning and the restrictions of culture and institution etc.In the first chapter, we introduce the theoretical and practical reason why choose the topic, as well as the methodology, end and value of this research. On one side, there not only exist lots of contradictions in current research on definition, classification and effectiveness of sales promotion but also the inner shortness, which makes current research not be able to satisfy the need of real competition and management. On the other side, the domestic marketing theory isn't mature, firms need improve the efficiency of promotion strategies, however, the types of sales promotion has changed greatly, and the promotion intensity deviates from the effectiveness heavily.In the second chapter, we focus on the structural ignorance in the premise of current research, and put forward the enterprise behavior instead of the tool as the visual angle. In course of structure thinking, we've uncovered competition or economic rivalry in the nature of sales promotion behavior, and analyzed the toolkits, function of motivation and communication, nature of behaviors, as well as the dialectical relation between intensity and effectiveness. Finally, we build the conceptual framework of research on sales promotion intensity and effectiveness which is based on competition dynamics. In this framework, we conclude that the cause which affects competition intensity and effectiveness of enterprise behavior is made up of industry competition, retailing competition, consumer competition and culture and institution. In fact, this framework is not only the outcome that integrates and adopts current research; it is also based on many theories.In the third chapter, we set about our task from the relationship between...