本文選題：促銷　切入點(diǎn)：相關(guān)性　出處：《重慶理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：QY公司作為零售連鎖企業(yè)，，商品的銷售是其主要業(yè)務(wù)類型，而銷售中的重中之重便是銷售戰(zhàn)略的定制以及多樣化設(shè)計。消費(fèi)者對于商品的價值感形成以及品牌忠誠度的形成，都需要企業(yè)在制定銷售策略時進(jìn)行綜合預(yù)評、事中控制以及事后的科學(xué)分析。過去的方案形成的經(jīng)驗(yàn)雖不能完成作為照搬的樣本，但企業(yè)可以以其為基礎(chǔ)，結(jié)合當(dāng)前實(shí)際狀況和品牌的相關(guān)要素，制定更符合實(shí)際并且可能成功率更高的方案。 本文的研究目的在于收集整理和研究QY公司歷年銷售數(shù)據(jù)，運(yùn)用相關(guān)理論知識和衡量工具，科學(xué)分析該公司商品銷售情況以及促銷策略方案的制定情況，并進(jìn)行有關(guān)評估，力求得出有效綜合結(jié)論，為該公司未來制定銷售策略方案奠定夯實(shí)基礎(chǔ)或數(shù)據(jù)參照。強(qiáng)化銷售分析，達(dá)到輔助商業(yè)企業(yè)銷售決策的目的。 本文的研究方法是將QY公司的歷年銷售折扣促銷數(shù)據(jù)應(yīng)用到相關(guān)盈虧平衡促銷模型當(dāng)中，通過模型的測算和結(jié)果輸出，對QY公司以往的銷售折扣促銷數(shù)據(jù)進(jìn)行分析研究，對以后QY公司的銷售促銷策略的調(diào)整提出一些建議。本文所應(yīng)用的盈虧平衡模型以兩個目標(biāo)為導(dǎo)向，是根據(jù)一般公司所追求的兩個主要的促銷效用，而這兩種效用的最終目的都是為了支撐公司的有效運(yùn)營以及實(shí)現(xiàn)長遠(yuǎn)的戰(zhàn)略成長發(fā)展。 本文研究分析得出的結(jié)果是QY公司的銷售折扣促銷多以銷售數(shù)量的提升為目標(biāo)導(dǎo)向，且效果顯著，其制定的折扣促銷方案有一定合理性；而就資金周轉(zhuǎn)而言，公司折扣促銷方案下的商品品牌資金周轉(zhuǎn)很快，但資金周轉(zhuǎn)的速度是否合理還有待進(jìn)一步的研究。 針對不同的促銷目標(biāo)，確定不同目標(biāo)下的折價定價決策，不同的決策帶來的效應(yīng)不同。公司在追求短期經(jīng)營目標(biāo)時，要考慮短期對長期帶來的影響；在制定長期投資目標(biāo)時，要合理地建立在短期運(yùn)營狀態(tài)的支撐基礎(chǔ)上，最終實(shí)現(xiàn)雙贏。
[Abstract]:QY company, as a retail chain enterprise, the sales of goods is its main business type, and the most important in the sales is the customization of the sales strategy and diversification design, the formation of consumers' sense of value to the goods and the formation of brand loyalty. Both require a comprehensive pre-evaluation, in-process control, and subsequent scientific analysis of the enterprise's sales strategy. Although the experience of the past program formation cannot be used as a copy of the sample, the enterprise can base itself on it. Combine the current situation and brand related elements to develop more realistic and possibly more successful programs. The purpose of this paper is to collect and study the sales data of QY Company in the past years, to use relevant theoretical knowledge and measurement tools, to scientifically analyze the sales situation of QY Company and the formulation of sales promotion strategy and plan, and to carry out the relevant evaluation. This paper tries to draw an effective comprehensive conclusion, to lay a solid foundation or data reference for the company to formulate the sales strategy plan in the future, to strengthen the sales analysis, and to achieve the purpose of assisting the sales decision of the commercial enterprise. The research method of this paper is to apply the sales discount sales promotion data of QY Company in the past years to the relevant break-even sales promotion model. Through the calculation of the model and the output of the results, this paper analyzes and studies the sales discount sales promotion data of QY Company in the past. Some suggestions are put forward for the adjustment of sales promotion strategy of QY Company in the future. The break-even model used in this paper is guided by two objectives and is based on the two main promotional effects pursued by ordinary companies. The ultimate purpose of these two kinds of utility is to support the effective operation of the company and to achieve long-term strategic growth and development. The result of this study and analysis is that the sales discount promotion of QY Company is mostly oriented to the promotion of sales quantity, and the effect is remarkable, and the discount promotion scheme formulated by QY Company is reasonable, while in terms of cash flow, the sales discount sales promotion of QY Company is mainly oriented to the promotion of sales quantity. Under the discount promotion scheme, the cash turnover of commodity brands is fast, but whether the speed of cash turnover is reasonable or not remains to be further studied. According to the different promotion target, determine the discount pricing decision under the different target, different decision bring different effect. When the company pursues the short-term management goal, it should consider the short-term influence on the long-term; when making the long-term investment goal, the company should consider the short-term impact on the long-term investment target, To reasonably build on the basis of short-term operation state support, and ultimately achieve a win-win.
【學(xué)位授予單位】：重慶理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F724.2;F715.5;F274

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