"Sale wants shameless namely unlock hand firm to work " this is circulate inside sale trade a very wide word. As the product coessential the aggravate that change, market competition is intense with each passing day, vivosphere of medium and small businesses is more be compressed further. Here setting falls, sale action is regarded as Chongzhongzhi to weigh by the enterprise. To enlarge market share, increase gain capacity, the enterprise uses all sorts of sale methods in ground of do one's best, increase the investment to sale ceaselessly. Manager of numerous profession sale is to not hesitate more exert all over skill, innovation gives an another sale concept and give new, exceptionally sale strategy.
In soft outfit the industry is existing new product, price war, much channel, old client, make the common sale such as advertisement the strategy, these methods add new technology, price, coupon, buy give, rake-off, conference, straight cast, bind, network, straight annul wait multifarious sale tactics a moment. Below the take turns bomb of manufacturer, businessman, consumer is dazzling, also allow numerous company found original intention produced deviate. As the grow in quantity of these sale shifts, all sorts of random elephants also begin to show.
Random elephant one: Loiter heat
Some closer enterprise of year of cloth of wall paper wall, certain brand is opposite to invite the public its are photographic, rack one's brains does sale to build situation. Dehaibaidi gives dagger of · of Er of American economist Michael " attention economy is academic " point out: Current society is an information great and rich flush even society, and the occurrence of Internet, accelerated this one process, from " information shorts " turn for " information overload " , attention instead the information center from photograph opposite remnant, become rare be short of rise.
Information is superfluous, attention natural resources is finite. So, we always are preferential attention those heat news, always be eyeball be attractioned by popular topic, take away attention.
Loiter heat is popularized quickly very quickly to use as the most commonly used gimmick in public praise sale, then soft outfit industry appears a phenomenon, should appear a heat, after can sale of heat of a batch of loiter tightens therewith, after waiting for heat subsidise, aim at the next again. Because heat means the Gao Liu inside short time to measure, mean can bring high profit.
Advanced before long on June 27, it is masses eating melon a busy day really, somebody marriage, somebody divorced, somebody parted company. In the morning, tall of Song Zhong radical, Song Hui announces suddenly to divorce, continuously one year the love of 8 months moves toward terminus; Midday, zhang Reyun and Tang Yixin walk into marital hall in Ireland; Towards evening, li Chen, Fan Bingbing is announced part company, ceng Gao moves " we " begin, but now " we are again difficult it is us " end. For a short while double the Song Dynasty, memorandum girl, glacial morning made the sweet bun of sale of heat of each enterprise loiter. Enterprise of cloth of wall of a few wall paper alleges directly the feeling of double the Song Dynasty is slippery, but our Xxx wall paper / wall cloth is changeless to the company of consumer. A kind of love calls Zhang Reyun and Tang Yixin, have a kind of wall paper / wall cloth calls Xx. Enterprise to go after seasonable sex, give out 34 sale flexible language continuously, come up against heat is fooled and go up, the aesthetic exhaustion that causes netizens directly is cheesed even.
Internet is the amplifier of the distribution centre of current affairs information and social public opinion, all sorts of heat as one falls, those who reflect is orientaton of the mentation of crowd of instantly society mainstream, value and aesthetic gout. If figure of the ably embedded company concept in conducting incident or topic for discussion, product is heated up in the network, mix with party " surround view " resonance of masses generation affection, can shape image, promotion brand, win social self-identity.
The brand borrows situation sale need skill. Since be to borrow situation, let heat be used for him place, go disentombing with respect to need the flashy dot of heat and oneself brand general character, chasing after hold heat in both hands while, should noticing oneself brand image more is deny be identical. Not all heat suits his brand to chase after, chase after heat blindly to be met only negative to oneself brand generation effect, it is catastrophic sale even, measure is taken hold bad meeting to cause consumer to detest. Scarcely should not have floor level for eyeball of try to gain, can become others only otherwise " lessons drawn from others' mistakes " .
Random elephant 2: Brand of a list of names posted up on CCTV
A few days ago, jiangsu saved court of people of division of brook of bridge of the city that do not have stannum to hear civil case one case, some household brand broadcasted ad in CCTV, when the sale namely with " brand of a list of names posted up on CCTV " promote to the client, consumer believes buy. After getting goods, discover product label is not complete, discover its are not even so called " brand of a list of names posted up on CCTV " . The court thinks via cognizance, the evidence that the accused provides without company of Xi Mou furniture can prove this brand broadcasts ad in CCTV only, experience case product is made " brand of a list of names posted up on CCTV " conduct propaganda and not agree with actually, make false conduct propaganda, belong to fraudulent action.
Mixed early in March 2006 in November, department of CCTV ad department, ad of center of TV of Chinese agriculture film passed its government website to release already " use about partial company do sth without authorization " brand of a list of names posted up on CCTV " solemn statement " , department of ad of TV station of China of Wen Zhongjiang attune never has been issued to an any enterprises " brand of a list of names posted up on CCTV " title or certificate, company action never also has gotten permit and admit of the CCTV.
The country is industrial and commercial 2018 letter of department of total bureau, central propaganda, central net does, the ministries and commissions such as industry and informatization ministry, begin punish jointly for many times the action such as false conduct propaganda, false advertisement. News media also is begun for many times " shopping current situation " investigation activity, disclose a lot of problem that in consuming link, exists. Although these act make publicized a phenomenon to get the keep within limits of certain level phonily, but the phenomenon of relevant and false conduct propaganda still is banned repeatedly more than, this already became social effects of pollution of a kind of false sale.
In recent years problem of false conduct propaganda is banned repeatedly more than, investigate its reason has objective, subjective two respects. Objective reason depends on violating cost inferior. Condemnatory strength is insufficient, buy of platform liability theory, supervise ask duty not do one's best. Although manage strictly in the country, durative make one's rounds protects the big trend of punish to fall, still the businessman is made without examining put in, the disappear after be being talked about about even stays period of time stage a come back.
Subjective reason depends on an interest drive. The enterprise is passed will " Cctv " , " in the center of " wait for for private use of word do sthon one's own authority to be publicized at oneself product, the public letter force of CCTV of have the aid of is done for the product assure. Enterprise to seek profit, increase economic benefits, barefaced buy state law at disregarding, persist one's old ways, against the wind commits the crime, had done advertisement conduct propaganda to allege in CCTV merely oneself are brand of a list of names posted up on CCTV, publicize phonily wantonly, cheat broad consumer. Media of a few news is measured to click, read several willing make a reckless move, form interest community with the enterprise, help enterprise undertakes false conduct propaganda, the society that buy place takes on is compulsory at disregarding, the lack of spirit of news major creed is the main reason that causes this one random elephant.
The harm sex of false conduct propaganda reflects each sides in economy and society, harmed the integral interest of the competitor inside the industry not only, also damaged the legitimate rights and interests of consumer. This is the enroach on of interests of pair of other and honest operator not only, be pair of market order more destroy. Accordingly these chaos get punish like need, also need to make public condemnation.
In the big dye vat of market sale, accuse in all sorts of interests the trade that request changes in, on the industry communication of scene of debauchery, generation of total meeting and false conduct propaganda, excessive sale contacts the company. Although we live in the times of freedom of a public opinion, but at the same time, what also must scrupulously abide by law is attrib border. Company sale must follow sincere letter principle, when sale is engineered, cannot exaggerate screwy fact cheats customer. Company sale can undertake opposite artistic quality embellish, but not can optional concoctive conduct propaganda. Finally, the enterprise ought to realise the origin of sale, it is a product. Again much sale pattern, than the realest nevertheless product, the enterprise wants to do, besides enjoy sale, play conspicuous, should spend idea on user experience more, talk with character, a kind of method that sale is company promotion character only stopped.
Sale won't do is the least bit opportunistic
The further progress as our country socialist market economy is perfect, brand construction and sale management are placed to be in by more and more enterprises more outstanding locally, the aggrandizement brand consciousness, main task in strengthening brand construction to had become sale of our country contemporary company to manage. It is however in process of actual company sale government, opportunistic sale big environment or the heavy chains with mature consciousness of brand of company of fetters and handcuffs, main inducement or current and hard business survive of environment and business operator despise.
Short-term sale always is occurring a few congenial psychology, always considering little effort, low investment, borrow more artful, tall footplate. But, every does those who pass a company to know, the story with most successful company has legend a ring of light quite, but this theres is no lack of fabricate with fill scene, more it is halo under the sweat of countless. Without the lucky miracle of without reason happening, it favor lasts the effort, company that always prepares. Be in what sale group has lots and lots of romance probably to run, but this success cannot duplicate.
The enterprise places profit point of growth on market sale entirely, still be in like a gambler " stake " . Opportunistic false conduct propaganda, be just as drink poison to quench thirst-seek temporary relief regardless of the consequences, once by client get behind, by news media exposure, can break a brand not only, still can lose consumer credit thoroughly, very person rice bowl is broken, go bankrupt close down.
Scenery grows capacity of appropriate scan widely, do an enterprise to must have the strategic idea of long-term development, the promotion that the enterprise wants a quality, brand rates Chongzhongzhi's serious issue, on each levels that seek safeguard firmly the energy that take to permeate an enterprise to develop the strategy, excelsior, ability does hundred years business, cultivate hundred years brand. New market environment also put forward to brand sale conduct propaganda taller stricter requirement, the enterprise must take seriously rise.
Joker, win now; Shou Zhuo, win tomorrow. Do sale to want to have a dependable attitude first. The enterprise can obtain for a long time development, oneself are only ceaseless mortify exercise to benefit the internal organs, lay good market foundation, sell natural success will come when conditions are ripe.
