Huang jin jiou qing jian , set off the aluminum ceiling and the ceiling of the integrated season, in the face of fierce market competition, businesses or the public to take a positive attitude, the majority of businessmen to take promotional discounts Rangli way. While such sales promotions will appear on the immediate and significant increase, but there are many drawbacks.

Integrated ceiling of the market capacity is limited. No matter how brilliant promotional activities, how low prices, consumers can not buy two, and the promotion of live mainly in other similar brand competitors. Enterprises and businesses this is also very distressed, in the face of promotions still exist "to do" dilemma: to face the pressure of sales, other companies are engaged in promoting, if not their own to take effective marketing tool, product sales Will be severely suppressed, and done a product promotion, a good short-term situation is reversed the disadvantage and to achieve a sales growth of sales, bad is the damage the long-term interests of enterprises.

Under the pressure of market competition, most businesses or take the most straightforward marketing approach - discounted prices, but this way却使promotional prices rebound difficult. Consumer product prices very sensitive, many consumers in the low season, when Chibi wait and see, look forward to the festive period and the discount prices. Merchant of consumer Chibi wait-and-see is "repugnant", but also their first time through the various discount prices continue to "train" This wait-and-see Chibi consumers. Discounted prices not only increase the low season period, and that the rebound in prices will become a heavy burden. At the same time, a brand with the form of discount promotions, in fact, its brand image is negative. Despite the promotional benefits more directly to the left to the consumer, but often, consumers do not think so, the goods at a penny in their minds is the eternal truth. "If the product is good, why should we discount» "consumers will often ask themselves. Some consumers even more of a promotional discount the product is not Maizhang that discount promotions of products is not a good product.

Some businessmen also appears in this prosperity is unusually dangerous in the demise of the market. In particular promotions during the peak season, dealers will increase both the volume of goods. Since taking up too much, the normal chain tightening of funds, liquidity, operational risks also will be increased. For large distributors, as a certain distribution capabilities, better able to absorb products, access to huge profits. But for small and medium-sized dealers, the product can not digest a timely manner, resulting in too many funds and occupation of inventory, operating pressure surge, only cheap shots difficult to maintain. Many mistakes estimate the market dealers, often in the season of death in the off-season. In peak season, due to input more funds to their own had to carry a heavy burden after a season after not expect more and turn for the better, can only go out of business will close shop resale, or dealing with low-priced products to other dealers, Their turn to other brands.

Promotional marketing has become the most common way. A successful promotional price cuts should avoid a single through multi-brand marketing strategy and sales go hand in hand. And various promotional activities in the delivery of advertising and promotions, should focus on brand building for the long-term planning. Because of the promotional activities carried out to the business enterprises is not only sales and market share increase is more important to product and brand information to convey, customers receive such information then consumer products companies in the process will be For the formation of a brand identity. In this complex process, the enterprise products as the carrier, complete with a strong purpose and direction of the brand core values of transmission, consumer products and receive information through interactive, forming a deep imprint of the brand, the integrity of the process constitutes The core content of the brand. However, a single price-cutting promotions, in stimulating consumers to purchase at the same time, the accumulated assets are subject to the brand impact and corrosion. Consumers will not have to brand a deep impression, it would have doubts about the quality of products.

Therefore, enterprises in the planning of promotional activities, should be to consumers as the center and market-oriented and promotional activities in additional branded content, carefully planned and the search for promotional theme, and the promotion of brand planning in accordance with the organic integration of brand elements, The adoption of more brand elements to attract consumers, so as to achieve better services for marketing purposes.