[营销讲堂]促销活动方案撰写

徐老师

<p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 22pt; TEXT-ALIGN: center;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">促销活动方案撰写</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 16pt;"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 22pt;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><p><font face="Times New Roman">&nbsp;</font></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">销售促进（</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">SALES PROMOTION</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">）是与人员推销、广告、公共关系相并列的四大基本促销手段之一。本文所指的促销活动是指针对消费者的销售促进，至于针对经销商、制造商、销售人员的销售促进在此不列为讨论范畴。随着竞争的加剧，针对消费者的促销活动在营销环节中的地位已越来越重要。据统计，国内企业的促销活动费用与广告费用之比达到</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">6</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">：</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">4</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">。正如一份缜密的作战方案在很大程度上决定着战争的胜负一样，一份系统全面的活动方案是促销活动成功的保障。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">如何撰写促销方案？一份完善的促销活动方案分十二部分：</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">一、</span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt;"><font face="Times New Roman">
                                </font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">活动目的：</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">对市场现状及活动目的进行阐述。市场现状如何？开展这次活动的目的是什么？是处理库存？是提升销量？是打击竞争对手？是新品上市？还是提升品牌认知度及美誉度？只有目的明确，才能使活动有的放矢。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">二、</span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt;"><font face="Times New Roman">
                                </font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">活动对象：</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">活动针对的是目标市场的每一个人还是某一特定群体？活动控制在范围多大内？哪些人是促销的主要目标？哪些人是促销的次要目标？这些选择的正确与否会直接影响到促销的最终效果。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">三、</span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt;"><font face="Times New Roman">
                                </font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">活动主题：</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">在这一部分，主要是解决两个问题：</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">1</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">、确定活动主题</span><span style="FONT-SIZE: 12pt;"><font face="Times New Roman">
                                <span lang="EN-US"><p></p></span></font></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">2</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">、包装活动主题</span><span style="FONT-SIZE: 12pt;"><font face="Times New Roman">
                                <span lang="EN-US"><p></p></span></font></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">降价？价格折扣？赠品？抽奖？礼券？服务促销？演示促销？消费信用？还是其它促销工具？选择什么样的促销工具和什么样的促销主题，要考虑到活动的目标、竞争条件和环境及促销的费用预算和分配。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">在确定了主题之后要尽可能艺术化地“扯虎皮做大旗”，淡化促销的商业目的，使活动更接近于消费者，更能打动消费者。几年前爱多</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">VCD</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">的“阳光行动”堪称经典，把一个简简单单的降价促销行动包装成维护消费者权益的爱心行动。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">这一部分是促销活动方案的核心部分，应该力求创新，使活动具有震憾力和排他性。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">四、</span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt;"><font face="Times New Roman">
                                </font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">活动方式：</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">这一部分主要阐述活动开展的具体方式。有两个问题要重点考虑：</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">1</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">、确定伙伴：拉上政府做后盾，还是挂上媒体的“羊头”来卖自已的“狗肉”？是厂家单独行动，还是和经销商联手？或是与其它厂家联合促销？和政府或媒体合作，有助于借势和造势；和经销商或其它厂家联合可整合资源，降低费用及风险。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">2</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">、确定刺激程度：要使促销取得成功，必须要使活动具有刺激力，能刺激目标对象参与。刺激程度越高，促进销售的反应越大。但这种刺激也存在边际效应。因此必须根据促销实践进行分析和总结，并结合客观市场环境确定适当的刺激程度和相应的费用投入。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">五、</span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt;"><font face="Times New Roman">
                                </font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">活动时间和地点：</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">促销活动的时间和地点选择得当会事半功倍，选择不当则会费力不讨好。在时间上尽量让消费者有空闲参与，在地点上也要让消费者方便，而且要事前与城管、工商等部门沟通好。不仅发动促销战役的时机和地点很重要，持续多长时间效果会最好也要深入分析。持续时间过短会导致在这一时间内无法实现重复购买，很多应获得的利益不能实现；持续时间过长，又会引起费用过高而且市场形不成热度，并降低顾客心目中的身价。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">六、</span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt;"><font face="Times New Roman">
                                </font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">广告配合方式：</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">一个成功的促销活动，需要全方位的广告配合。选择什么样的广告创意及表现手法？选择什么样的媒介炒作？这些都意味着不同的受众抵达率和费用投入。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">七、</span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt;"><font face="Times New Roman">
                                </font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">前期准备：</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">前期准备分三块，</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">1</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">、人员安排</span><span style="FONT-SIZE: 12pt;"><font face="Times New Roman">
                                <span lang="EN-US"><p></p></span></font></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">2</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">、物资准备</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">3</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">、试验方案</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">在人员安排方面要“人人有事做，事事有人管”，无空白点，也无交叉点。谁负责与政府、媒体的沟通？谁负责文案写作？谁负责现场管理？谁负责礼品发放？谁负责顾客投诉？要各个环节都考虑清楚，否则就会临阵出麻烦，顾此失彼。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">在物资准备方面，要事无巨细，大到车辆，小到螺丝钉，都要罗列出来，然后按单清点，确保万无一失，否则必然导致现场的忙乱。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">尤为重要的是，由于活动方案是在经验的基础上确定，因此有必要进行必要的试验来判断促销工具的选择是否正确，刺激程度是否合适，现有的途径是否理想。试验方式可以是询问消费者，填调查表或在特定的区域试行方案等。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">八、</span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt;"><font face="Times New Roman">
                                </font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">中期操作：</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">中期操作主要是活动纪律和现场控制。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">纪律是战斗力的保证，是方案得到完美执行的先决条件，在方案中对应对参与活动人员各方面纪律作出细致的规定。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">现场控制主要是把各个环节安排清楚，要做到忙而不乱，有条有理。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">同时，在实施方案过程中，应及时对促销范围、强度、额度和重点进行调整，保持对促销方案的控制。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">九、</span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt;"><font face="Times New Roman">
                                </font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">后期延续：</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">后期延续主要是媒体宣传的问题，对这次活动将采取何种方式在哪些媒体进行后续宣传？脑白金在这方面是高手，即使一个不怎么样成功的促销活动也会在媒体上炒得盛况空前。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">十、</span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt;"><font face="Times New Roman">
                                </font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">费用预算：</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">没有利益就没有存在的意义。对促销活动的费用投入和产出应作出预算。当年爱多</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">VCD</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">的“阳光行动</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">B</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">计划”以失败告终的原因就在于没有在费用方面进行预算，直到活动开展后，才发现这个计划公司根本没有财力支撑。一个好的促销活动，仅靠一个好的点子是不够的。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">十一、</span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt;"><font face="Times New Roman">
                                </font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">意外防范：</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">每次活动都有可能出现一些意外。比如政府部门的干预、消费者的投诉、甚至天气突变导致户外的促销活动无法继续进行等等。必须对各个可能出现的意外事件作必要的人力、物　力、财力方面的准备。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">十二、</span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt;"><font face="Times New Roman">
                                </font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">效果预估：</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">预测这次活动会达到什么样的效果，以利于活动结束后与实际情况进行比较，从刺激程度、促销时机、促销媒介等各方面总结成功点和失败点。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">以上十二个部分是促销活动方案的一个框架，在实际操作中，应大胆想象，小心求证，进行分析比较和优化组合，以实现最佳效益。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 22pt;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">有了一份有说服力和操作性强的的活动方案，才能让公司支持你的方案，也才能确保方案得到完美的执行，使促销活动起到四两拨千金的效果。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p>