[原创]商场习惯使用的营销技巧

大愚若智

<p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; TEXT-INDENT: -24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly; mso-list: l0 level1 lfo1; tab-stops: list 24.0pt;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">一、</span></span><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">赠品营销</span></b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">：买主赠次，选择相关商品及附属商品。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">适宜品类：家电、时尚用品<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; TEXT-INDENT: -24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly; mso-list: l0 level1 lfo1; tab-stops: list 24.0pt;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">二、</span></span><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">让利营销</span></b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">：降低毛利，提高销量<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">适宜品类：家居、超市、服饰<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; TEXT-INDENT: -24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly; mso-list: l0 level1 lfo1; tab-stops: list 24.0pt;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">三、</span></span><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">捆绑营销</span></b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">：销热带滞，销大带小，销前带后。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">适宜品类：超市、保健产品、家居、家电<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; TEXT-INDENT: -24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly; mso-list: l0 level1 lfo1; tab-stops: list 24.0pt;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">四、</span></span><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">新品营销</span></b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">：升级产品，新奇特热产品<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">适宜品类：小家电、家居、儿童、超市<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; TEXT-INDENT: -24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly; mso-list: l0 level1 lfo1; tab-stops: list 24.0pt;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">五、</span></span><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">演示营销</span></b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">：高端产品使用演示、效果展示<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">适宜品类：小家电、家居日用品、超市<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; TEXT-INDENT: -24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly; mso-list: l0 level1 lfo1; tab-stops: list 24.0pt;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">六、</span></span><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">氛围营销</span></b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">：热销氛围、档次氛围、注意力氛围<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">适宜品类：全体<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; TEXT-INDENT: -24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly; mso-list: l0 level1 lfo1; tab-stops: list 24.0pt;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">七、</span></span><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">互动营销</span></b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">：利用娱乐心理、博彩心理、游戏心理、冲动心理。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">适宜品类：超市、家居、特价、鞋城、家电、时尚<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; TEXT-INDENT: -24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly; mso-list: l0 level1 lfo1; tab-stops: list 24.0pt;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">八、</span></span><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">体验营销</span></b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">：对产品质量效果进行感觉、体验从而达成销售<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">适宜品类：保健用品、家电、婴孕用品、家居<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; TEXT-INDENT: -24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly; mso-list: l0 level1 lfo1; tab-stops: list 24.0pt;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">九、</span></span><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">宣传营销</span></b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">：针对性应销，达成二次销售以及延展销售<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">适宜品类：儿童、公园、超市、各楼层休息区<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; TEXT-INDENT: -24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly; mso-list: l0 level1 lfo1; tab-stops: list 24.0pt;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">十、</span></span><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">陈列营销</span></b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">：货卖大堆，货卖抢眼，货卖氛围，货卖顺手。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">适宜品类：家居、超市、棉毛、服饰<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; TEXT-INDENT: -24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly; mso-list: l0 level1 lfo1; tab-stops: list 24.0pt;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">十一、<span style="FONT: 7pt &quot;Times New Roman&quot;;">&nbsp;&nbsp;&nbsp; </span></span></span><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">延时营销</span></b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">：利用时差、连续等方法延长销售可能<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24.05pt; TEXT-INDENT: 18pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly; mso-para-margin-left: 2.29gd; mso-char-indent-count: 1.5;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">适宜品类：超市、保健用品、家电<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24pt; TEXT-INDENT: -24pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly; mso-list: l0 level1 lfo1; tab-stops: list 24.0pt;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">十二、<span style="FONT: 7pt &quot;Times New Roman&quot;;">&nbsp;&nbsp;&nbsp; </span></span></span><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">热点营销</span></b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">：话题产品、季节产品、概念产品、广告产品<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24.05pt; TEXT-INDENT: 18pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly; mso-para-margin-left: 2.29gd; mso-char-indent-count: 1.5;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">适宜品类：家电、时尚、功能产品、保健品、家居<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">十三、 <b style="mso-bidi-font-weight: normal;">换购销售</b>：达额换购，成本价格销售滞销或快速消费品等<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 24.05pt; TEXT-INDENT: 18pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly; mso-para-margin-left: 2.29gd; mso-char-indent-count: 1.5;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">适宜品类：时尚、家居、超市<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">十四、 <b style="mso-bidi-font-weight: normal;">新闻营销</b>：寻找商品新闻点、制造新闻效应及注意力效应，引爆销售<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;"><span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">适宜品类：家电、时尚、保健用品、食品、日用品、家居<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">十五、 <b style="mso-bidi-font-weight: normal;">复合营销</b>：寻找适合本部商品的几种营销方式，复合应用。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 22pt; mso-line-height-rule: exactly;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;"><span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 仿宋_GB2312;">适宜品类：全部商品<span lang="EN-US"><p></p></span></span></p>