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零售业经常会做一些买多少送什么的促销活动,比如买2000元送礼品等。但如果具体问到为什么是买2000元就送,往往都答不出来。因为这个数据一般是“拍脑袋”的结果(并且名为经验)。可是,这个数值如果抓不准,影响非常大:高了,促销没有效果,因为消费者如果“够”不到,他就不会去“购”了;低了,销售就不能最大化,因为平时消费超出2000元的顾客通常是坐享其成的,不能带来销售上的增长。其实,这个数值是可以计算出来的。
Retail often do some buy what to send promotional activities, such as buying 2,000 yuan to send gifts. However, if asked specifically why it is to buy 2,000 yuan to send, often can not answer. Because this data is usually the result of “racking our heads” (and is called experience). However, if this value is not allowed, the impact is very large: high, the promotion is ineffective, because the consumer can not “buy” if he is “not enough”; if he is low, the sales can not Maximize, because usually more than 2000 yuan consumer spending is usually sit back and enjoy, and can not bring sales growth. In fact, this value can be calculated.