國慶節(jié)商場促銷活動情況總結

1、2011年國慶節(jié)商場促銷活動情況總結前序經過八、九月份各品牌電視的厲兵秣馬，十月份國慶銷售黃金周成了大家展示實力的最好時機。而今年五一市場經濟的蕭條，也使國慶消費倍受重視，各品牌紛紛使出了自已的渾身解術，力爭更好銷售。國慶節(jié)深圳市場華僑城順電、北新家居、西鄉(xiāng)新一佳等商場的開業(yè)，也加重了深圳銷售競爭的火藥味。深圳市場為各品牌和商場必爭之地，tcl也不甘示弱，迎風而上。行動由于總部的二會活動方案及促銷內容一直延用到10月國慶節(jié)后，而促銷贈品及物料到國慶前已所剩無幾了，國慶無促銷活動將面臨很慘淡的局面。要拿下國慶黃金消費周，打壓競爭對手的銷售，就一定要拿出新的方案來。而此時，康佳的促銷方案內容是：（

2、購等離子、背投送皮爾卡丹拉桿套箱；購34寸超平、29純平送情意臺燈；購液晶電視、34寸數字/純平電視、29寸數字/純平電視送無線耳機；購21/25寸純平電視送高清射頻線）。創(chuàng)維也推出了：（購健康高清 hd電視、健康 hd背投、健康高清dlp光電背投、健康高清等離子電視40pdpd6、42pdp加200元送價值1080元的健康高清dvd一臺；購健康高清等離子電視pd-46 送價值1980元的pd46sp6音箱；購健康逐行背投43ptv480、51ptv300s、51ptv480送價值480數碼相機大禮包；購健康液晶電視、健康背投43ptv300s、高清電視29t60hd/29t61hd/29t6

3、3hd、健康1080i電視29tpdp/29t61dp/34tidp/34tpdp送價值480元數碼耳機大禮包；購健康純平電視29ti/29tk/29tx/29tm/29tp/34tp送價值98元高清信號線；）。面對競爭對手在現場的促銷壓力，在緊要關頭，深圳經營部制定的國慶促銷活動方案得到了深圳分公司和惠州管理中心的支持。深圳經營部制定了：購pdp、逐點背投送現金；購逐點電視送高保真無線耳機；購其他電視送高清射頻線的促銷方案。（方案詳見附件）深圳經營部于9月29日緊急召開全體業(yè)務及促銷人員動員大會，在會上對本次國慶促銷作了動員，并對方案作了講解，對銷售現場的節(jié)日布置提出更高的要求。會后將活動贈

4、品及售點布置臺牌、水牌、現金贈送貼、條幅等物料分配到位。動靜創(chuàng)維在深圳全面推進 舉國歡騰迎國慶 創(chuàng)維豪禮送不停促銷活動，并于10月1日在華強順電、華強國美、華強蘇寧等重點商場舉行簽名售機活動，顧客憑簽名卡在10月1日-2日購買hd和逐行系列電視及背投產品可享受九折優(yōu)惠。創(chuàng)維在全市所有重要商場均有新品展銷活動，并用數字信號作演示，現場占據主場地位，數字高清電視推廣氣氛濃烈。對tcl及其他電視品牌中高檔產品銷售影響較大。康佳在深圳全面舉行康佳高清天下再戰(zhàn)風云促銷活動，現場統(tǒng)一擺放紅色臺牌、吊旗及其他裝飾物，現場布置整潔，一片紅色的海洋，十分醒目。雷霆優(yōu)惠 驚艷折扣把產品價格拉到更低，且特價機貨源較

5、充足。松下、東芝等進口品牌也開始推行國產化產品概念，如數字高清、hd1080i、逐點等概念。不能改變，唯有適應。洋品牌也不得不屈服。tclhdtv何日現江湖？對策針對競爭品牌的促銷方式，臨時加大現場促銷力度。對有競品簽名售機和新品展示的幾個重點商場，在10月1日-7日，實行送現金和送禮品雙重結合的方式加大現場的銷售力度，在南油人人樂、寶安新一佳等重點賣場進行產品展示，并加對每一個重點商場加派一到三名臨時促銷。（后附：國慶補充活動方案）狀況tcl的售點都按要求統(tǒng)一進行布置，條幅、吊旗等都懸掛到商場顯眼位置，贈品及現金贈送告示水牌放到專柜或通道口，現場有一定的節(jié)日促銷氣氛。現場無線耳機和高清射頻線

6、等贈品對相應產品的銷售起重要的促進作用，很好的抵制了競爭對手的禮品轟炸，使tcl逐點電視銷售有較大提升。創(chuàng)維現場統(tǒng)一擺放國慶活動臺牌，在天花吊掛活動信息的降落傘?；顒淤浧方y(tǒng)一放在贈品折疊架上，且贈品外包裝設計與活動宣傳物料相統(tǒng)一。康佳康佳高清電視 國慶傾情獻禮，現場一片紅色，整齊醒目。分公司總經理、經營部經理、分公司和經營部市場部人員、區(qū)域業(yè)務人員分別在10月1日至7日巡視了現場。在10月1日的銷售中關內區(qū)在數量上不及康佳（康佳特價機居多），但金額與創(chuàng)維不相上下。關外區(qū)由于創(chuàng)維相對不太重視，tcl銷售占據優(yōu)勢地位，信息員反映比康佳、創(chuàng)維銷售好。收獲國慶活動期間（9月29日-10月7日）tcl間

7、采統(tǒng)計銷售電視2686臺（由于系統(tǒng)故障，此數為不完全統(tǒng)計），其中逐行電視及背投銷售502臺，pdp等離子銷售33臺。在創(chuàng)維有簽名售機的商場華強順電：tcl銷售124臺、康佳銷售159臺、創(chuàng)維銷售108臺；華強國美：tcl銷售184臺、創(chuàng)維銷售155臺、康佳銷售316臺。tcl的數量和金額都高于創(chuàng)維，但在數量上比康佳少。深圳由于國慶長假出游人數較多，因此整個電器市場在國慶期間并沒有達到預計的火爆場面，10月銷售形式可能會一直延續(xù)到年底。總結本次國慶促銷活動壓制了競爭對手的銷售，沒有給競爭對手機會，pdp和背投等高端機的銷售也有較大增長。但我們的推廣工作還需進一步加強和規(guī)范，尤其是現場布置、物料補

8、充、演示效果、市場監(jiān)控等方面。同時也希望總部在推廣物料、演示設備、禮品等方面提供更多的支持。8wgqv7xav2ohum32wgeauwydiawgmer4i30ka1dkaghn3xtkknbycudxqa7fhyi2chhi92tgkqcwa3ptgz7r4i30ka1dkagtgkqcwa3p tgz7r4i30ka1dkaghn3xtkknbycudxqa7fhyi2chhi92tgkqcwa3ptgshls50clmtwn60eo8wgqv7xav2ohum32wgeauwydiawgmer4i30ka1dkaghn3xtkknbycudxqa7fhyi2chhi92tgkqcwa3

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