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The concept of sales promotion is the development and extension of the concept of production.Since the late 1920scapitalismThe world crisis has made a large number of products oversupply, difficult to sell, and intensified competition. People are no longer worried about production, but about marketing.As a result, sales promotion technology has received special attention from enterprises, and the concept of sales promotion has become the main guiding ideology of enterprises.[1]
The concept of sales promotion is centered on the promotion of existing productsEnterprise management thought。According to the concept of marketing, consumers usually show a kind of purchasing inertia or resistance. If they let it be, consumers will not buy enough of the products of an enterprise. Therefore, enterprises must actively promote and vigorously promote sales to stimulate consumers to buy a large number of their products.
The concept of sales promotionModern market economyIt is widely used to promote thoseNon craving itemsThat is, buyers generally do not actively think of the products or services to be purchased.These industries are good at using various techniques to findProspectsAnd persuade them to accept their products in a high-pressure way.Many enterprises often pursue the concept of sales promotion when they have surplus products.Their short-term goal is to sell the products they can produce, rather than produce new products that can be sold.
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The selling concept isthe First World WarAndthe Second World WarBetween the popular ideas.The reason why this idea was popular at that time was that the social and economic background was the development of productive forces and the enrichment of products. The direct reason was that most of the western developed countries were in a period of serious economic crisis at that time, especially the profound economic crisis from 1929 to 1933, which swept through the whole countrycapitalismIn the world, the direct manifestation of this crisis is the relative surplus of products. Many enterprises went bankrupt under the impact of the economic crisis, so the direct problem facing capitalism is no longer just to expand production scale, but product sales have become equally important.
In this situation, enterprises began to attach importance to sales promotion, set up sales agencies, set up sales teams, and train sales personnel.The business community has begun to realize that in many cases, consumers will not automatically purchase goods, but must be persuaded, influenced and stimulated by salesmen;It is not enough for an enterprise to focus only on productionfinancialTransfer part of it for sales.Many enterprises carry out advertising campaigns, forming a situation of "high-pressure marketing" or "strong marketing".Their slogan has also changed from "door-to-door service" to "door-to-door delivery".In order to meet the needs of practice, some theoretical workers have also joined the research ranks of "marketing" and "advertising", and some research results have been applied in practice.
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① The production and products of the enterprise remain unchanged, and the products that can be produced by the enterprise need the market instead of the market
② Enterprises began to care about consumers, but they did not really care about consumers' needs and services. They just promoted sales to promote their purchase
③ The enterprise started to set up a sales department, but it is still in a subordinate position
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Under the guidance of the concept of marketing, enterprises began to focus part of their energy on product sales while focusing on production.But at that time, the enterprises did not really face the market, but just managed to sell the products that had been produced.As for whether consumers are satisfied, enterprises do not care much.This concept andProduction conceptCompared with, it is a progress, but because it attaches importance to the promotion of manufactured products or existing products, there is no essential difference between the two. The enterprise still sells whatever it produces, does not understand consumer demand before production, and does not consult customers' opinions and requirements after sales.Therefore, this is a production concept that has only been changed in form.
