本文首先回顾了以前的研究文献,总结了国内外学者在与促销相关的消费行为理
论、促销方式有效性的比较等方面的研究成果。在文献回顾的基础上,借鉴前人的成果、
避开他们研究中的不足,基于我国的研究空白和超市促销实践的需要,确定了研究基于
产品的不同购买行为下,各种促销方式的有效性。
通过对 2009 年 5 月 13 日至 7 月 17 日各超市在赢购网西安站发布的促销信息进行
分析,发现我国超市最常用的四种促销方式为特价促销、抽奖促销、特惠包装促销、赠
礼促销。在购买超市销量最大的三类的产品——食品、日用品和家用电器时,消费者表
现出习惯性的购买行为、多样化的购买行为和复杂性的购买行为。因此,我们确定具体
的研究内容为,比较在三种购买行为下,四种促销方式的相对有效性。
实证研究的结果是,促销方式对消费者购买意愿的影响与购买类型存在相关性;对
于习惯性购买来说,最有效的促销方式是特惠包装促销和特价促销;对于多样化购买来
说,现阶段超市最常用的四种促销方式的效果都不是很好,因此需要设计出新的促销方
式,相对而言比较有效的促销方式是赠礼促销;对于复杂性购买来说,最有效的促销方
式是赠礼促销。
因此,超市管理人员在选择促销方式之前,要明确此次促销活动的目标消费人群,
根据消费人群在购买被促销品时所具有的行为特点和心理特点,选择相对来说效果最好
的促销方式,以提高促销活动的效果。
关键词:促销方式;购买行为;促销效果
ABSTRACT
For the increasingly fierce marketing competiton,promotion has been an important mean
of competition among the supermarkets and sales promotional costs has been the biggest item
of the marketing expenditure of the supermarkets.But there is not so much research on
promotion at home.Under this background, it is the urgent need of supermarket administrators
to strenghten research on promotional effects. According to the behavioral and characteristics
of consumer while purchasing, this paper starts with the features of the goods themselves and
study how to choose promotional tools to reach the better promotional effects.
Firstly this paper reviews former research literature, summarizes academic research
results of the scholars in and out of China on respects of consumption behaviour theory
related to promotion and comparison of the effects of promotional tools. Based on literature
review, by using experience of former scholars for reference, according to practical needs, this
paper will research the effectiveness of various promotional ways under different purchase
behaviour based of goods.
Through analyzing promotional information published by some supermarkets on
Yinggou Net for Xian, this paper found that the four promotional ways which were prefer by
the supermarkets are special price, lottery, preferential packages and gifts with buying.
Consumer will manifest different buying behaviours when they buy food, daily necessaries
and household appliance.So we decide the specific research contents,which is relative
effective of the four promotional ways under three different buying behaviours.
The research results indicate that influence of promotional ways on consumer’s
willingness to buy is relative to buying types. For habitual purchase, the most effective
promotion way is preferential packages; because the effectiveness of four promotional ways
which the supermarkets used frenquently variety-seeking purchase are not very well, so we
need to design new promotion way;gifts with buying is the most effective promotional way
for complex buying.
So, before the promotional way is decided, supermarket administrators should make
clear who were the target consumption group.According to behavioral and psychological
characteristics of the group when they buy promotional goods, the most effectiveness
promotion way sould be choosed.
KEY WORDS:promotion way;purchasing behavior;promotion effectiveness