The Effectiveness Analysis On Online Promotion Strategies Motivating Consumers’ Purchasing Desire

With the rapid development of information technology, internet become an indispensable part of people’s life, either the consumption quantity of online-shopping, online-reservation, or online-lotteries are growing exponentially every year. Meanwhile, the traditional sales channels are also received the impact of the online sales channels, therefore, no matter big or small sized enterprises have started the dabbling in e-commerce sales channel, who are all hoping to take a share of the spoils in the internet new era. E-commerce development has nearly20years of history, the competition among the enterprises is always changing, which from spell products to quantity, from quantity to quality, and from quality to price, to service, to speed. Sales promotion, of course, is one of the indispensable important sales approaches. Nowadays, various sales promotion strategies are available, and then there arise a problem and also a research focus for the enterprises, that how to choose a promotion strategy that if suitable, effective, and can guarantee the production and business operation cost, as well as to arouse consumers’willingness to buy.As one of the representative of the traditional FMCG enterprises, Q beer company, with a one hundred-year-old classic brand pioneered the first e-commerce in the beer industry. They opened their own official flagship store in the Tmall (Taobao), Jingdong Mall, No.1Store. However, due to the furious competition in the industry and the rapid development of internet environment, the traditional sales promotion strategies cannot keep up with the pace of online-shopping development, and cannot stimulate effectively consumers’willingness to buy.Thus, based on the above background and take Q beer as empirical, this paper started from the consumer perception interests and consumer behavior patterns, studied the gambling kind of hedonic nature of benefits. By comparing the gambling kind promotion (i.e. give lotteries tickets) with the price discount promotion to the consumers who have gambling habits (buying lotteries), the paper draw the conclusion:the gambling kind promotion (i.e. give lotteries tickets) is more effective than the price discount promotion for the consumers who have gambling habits (buying lotteries), and can stimulates the consumers’willing to buy, therefore, expanding the sales promotion.