Research On Sales Promotion And Its Performance Measurement System Of Large Retails

With the types of retail goods becoming more and people's living standard improving, large retail terminals as a modern retail business model begin to develop rapidly in China, and the Sales Promotion has been used more frequency by them as a tool which can help them to raise their competitive ability.First, this paper makes a classification of the SP and a further exploration on its essence, from the definition of it. Then, combining the features of the retail industry and the operating characteristics of large retail terminals, we make a systematic analysis on the reason why the sales are growing and the factors which can impact its decision to the sales promotion.Second, this paper makes an in-depth analysis on the consumer behavior based on Philip Kotler's theory, and an empirical analysis on the impaction against the large sails terminal's SP to the consumers' consumer decision.At last, this paper has established a reasonable SP performance evaluation system of large retails, and a mathematical model for its using, and then provides many effective measures and suggestions on how to increase the achievement of the large retails' sales promotion.