QY公司商品折扣促销盈亏平衡策略应用研究

发布时间：2018-03-17 14:16

本文选题：促销　切入点：相关性　出处：《重庆理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：QY公司作为零售连锁企业，，商品的销售是其主要业务类型，而销售中的重中之重便是销售战略的定制以及多样化设计。消费者对于商品的价值感形成以及品牌忠诚度的形成，都需要企业在制定销售策略时进行综合预评、事中控制以及事后的科学分析。过去的方案形成的经验虽不能完成作为照搬的样本，但企业可以以其为基础，结合当前实际状况和品牌的相关要素，制定更符合实际并且可能成功率更高的方案。本文的研究目的在于收集整理和研究QY公司历年销售数据，运用相关理论知识和衡量工具，科学分析该公司商品销售情况以及促销策略方案的制定情况，并进行有关评估，力求得出有效综合结论，为该公司未来制定销售策略方案奠定夯实基础或数据参照。强化销售分析，达到辅助商业企业销售决策的目的。本文的研究方法是将QY公司的历年销售折扣促销数据应用到相关盈亏平衡促销模型当中，通过模型的测算和结果输出，对QY公司以往的销售折扣促销数据进行分析研究，对以后QY公司的销售促销策略的调整提出一些建议。本文所应用的盈亏平衡模型以两个目标为导向，是根据一般公司所追求的两个主要的促销效用，而这两种效用的最终目的都是为了支撑公司的有效运营以及实现长远的战略成长发展。本文研究分析得出的结果是QY公司的销售折扣促销多以销售数量的提升为目标导向，且效果显著，其制定的折扣促销方案有一定合理性；而就资金周转而言，公司折扣促销方案下的商品品牌资金周转很快，但资金周转的速度是否合理还有待进一步的研究。针对不同的促销目标，确定不同目标下的折价定价决策，不同的决策带来的效应不同。公司在追求短期经营目标时，要考虑短期对长期带来的影响；在制定长期投资目标时，要合理地建立在短期运营状态的支撑基础上，最终实现双赢。
[Abstract]:QY company, as a retail chain enterprise, the sales of goods is its main business type, and the most important in the sales is the customization of the sales strategy and diversification design, the formation of consumers' sense of value to the goods and the formation of brand loyalty. Both require a comprehensive pre-evaluation, in-process control, and subsequent scientific analysis of the enterprise's sales strategy. Although the experience of the past program formation cannot be used as a copy of the sample, the enterprise can base itself on it. Combine the current situation and brand related elements to develop more realistic and possibly more successful programs. The purpose of this paper is to collect and study the sales data of QY Company in the past years, to use relevant theoretical knowledge and measurement tools, to scientifically analyze the sales situation of QY Company and the formulation of sales promotion strategy and plan, and to carry out the relevant evaluation. This paper tries to draw an effective comprehensive conclusion, to lay a solid foundation or data reference for the company to formulate the sales strategy plan in the future, to strengthen the sales analysis, and to achieve the purpose of assisting the sales decision of the commercial enterprise. The research method of this paper is to apply the sales discount sales promotion data of QY Company in the past years to the relevant break-even sales promotion model. Through the calculation of the model and the output of the results, this paper analyzes and studies the sales discount sales promotion data of QY Company in the past. Some suggestions are put forward for the adjustment of sales promotion strategy of QY Company in the future. The break-even model used in this paper is guided by two objectives and is based on the two main promotional effects pursued by ordinary companies. The ultimate purpose of these two kinds of utility is to support the effective operation of the company and to achieve long-term strategic growth and development. The result of this study and analysis is that the sales discount promotion of QY Company is mostly oriented to the promotion of sales quantity, and the effect is remarkable, and the discount promotion scheme formulated by QY Company is reasonable, while in terms of cash flow, the sales discount sales promotion of QY Company is mainly oriented to the promotion of sales quantity. Under the discount promotion scheme, the cash turnover of commodity brands is fast, but whether the speed of cash turnover is reasonable or not remains to be further studied. According to the different promotion target, determine the discount pricing decision under the different target, different decision bring different effect. When the company pursues the short-term management goal, it should consider the short-term influence on the long-term; when making the long-term investment goal, the company should consider the short-term impact on the long-term investment target, To reasonably build on the basis of short-term operation state support, and ultimately achieve a win-win.
【学位授予单位】：重庆理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.2;F715.5;F274

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