I促销策略在零售企业运用中的问题及对策研究内 容 摘 要现今我国的零售企业在外国零售企业进入中国市场后，竞争越来越残酷。我国零售企业若想在竞争激烈的市场中谋得一席之位，就必须选择合适有效的促销策略。本文研究的内容是促销策略在零售企业运用中的问题及对策研究。本文通过搜集国内外研究文献，分析国内外的研究现状，归纳总结后分析出现今零售企业在促销策略的运用中所存在的问题。现今的零售企业普遍存在销售人才素质普遍较低、缺乏市场调研、存在欺诈性促销行为、促销方式缺乏有机结合、促销策略缺乏创新等问题。针对所存在的问题，对我国零售企业在促销策略应用方面进行分析研究，并提出相应的改进意见，比如提高推销人员的专业素养、充分做好市场调研后再运用合理的促销策略、杜绝欺诈性促销行为、各种促销方式的结合、运用创新型促销策略等。这一系列建议，希望能促进零售企业在促销策略的运用的合理性和有效性。关键词：促销策略；零售企业；问题；对策 IIResearch on the problems and countermeasures of the application of sales promotion strategy in retail enterprises AbstractNowadays, after foreign retail enterprises enter the Chinese market, the competition of Chinese retail enterprises is more and more cruel. If Chinese retail enterprises want to gain a seat in the competitive market, they must choose appropriate and effective promotion strategies. The content of this paper is to study the problems and Countermeasures in the application of promotion strategy in retail enterprises. In this paper, through the collection of domestic and foreign research literature, analysis of domestic and foreign research status, summed up after the analysis of retail enterprises in the use of promotion strategy problems. Nowadays, there are many problems in retail enterprises, such as low quality of sales talents, lack of market research, fraudulent promotion behavior, lack of organic combination of promotion methods and lack of innovation in promotion strategies. In view of the exis...
