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尽管团购营销给企业带来了更多的市场机会和广阔的发展空间,但企业要做好团购营销还面临着许多问题。1、交易双方缺乏信任在团购营销中,个别商家自我炒作,夸大宣称自己的产品,名不...
尽管团购营销给企业带来了更多的市场机会和广阔的发展空间 ,但企业要做好团购营销还面临着许多问题。
1、交易双方缺乏信任
在团购营销中 ,个别商家自我炒作 ,夸大宣称自己的产品 ,名不符实 ,甚至有些厂商通过一些中介误导消费者 ,购买的是假冒伪劣商品 ,打击了消费者的积极性 ,还有个别商家 ,故意抬高商品价格 ,然后给消费者一个较高的折扣 ,消费者实际上并没有获得实质的优惠 ;还有就是消费者内部的心理价格很难统一 ,临时变卦等造成购买队伍不稳定 ,最终导致团购的失败。这些都挫伤了双方的积极性。
2、团购营销专业人才的缺乏
由于以前企业团购营销的重视程度不够 ,因此具有从事团购营销丰富经验的人才较少 ,很多企业在团购营销上尚处于摸索阶段 ,随着团购营销为越来越多的企业所重视,团购营销人才缺乏的问题将会越来越突出。
3、渠道和价格冲突
对于厂商而言 ,团购营销无疑会分流批发商和零售商的部分客源。会对正常的渠道造成冲击 ,损害代理商的利益。同时 ,由于团购营销时 ,厂商给出的价格通常较低 ,会对正常的经销渠道的价格造成冲击 ,破坏原有的价格体系,甚至有可能形成恶性竞争。因此 ,如何平衡各方面的利益也是厂商不得不考虑的问题。
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1、交易双方缺乏信任
在团购营销中 ,个别商家自我炒作 ,夸大宣称自己的产品 ,名不符实 ,甚至有些厂商通过一些中介误导消费者 ,购买的是假冒伪劣商品 ,打击了消费者的积极性 ,还有个别商家 ,故意抬高商品价格 ,然后给消费者一个较高的折扣 ,消费者实际上并没有获得实质的优惠 ;还有就是消费者内部的心理价格很难统一 ,临时变卦等造成购买队伍不稳定 ,最终导致团购的失败。这些都挫伤了双方的积极性。
2、团购营销专业人才的缺乏
由于以前企业团购营销的重视程度不够 ,因此具有从事团购营销丰富经验的人才较少 ,很多企业在团购营销上尚处于摸索阶段 ,随着团购营销为越来越多的企业所重视,团购营销人才缺乏的问题将会越来越突出。
3、渠道和价格冲突
对于厂商而言 ,团购营销无疑会分流批发商和零售商的部分客源。会对正常的渠道造成冲击 ,损害代理商的利益。同时 ,由于团购营销时 ,厂商给出的价格通常较低 ,会对正常的经销渠道的价格造成冲击 ,破坏原有的价格体系,甚至有可能形成恶性竞争。因此 ,如何平衡各方面的利益也是厂商不得不考虑的问题。
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3个回答
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Although 43,200 marketing to bring enterprise more market opportunities and wide development space, but the enterprise must complete 43,200 marketing is also facing many problems.
1, both trade lack of trust
In 43,200 marketing, individual businessman self hype, exaggerated claims our own products, a misnomer, even some manufacturers through some intermediary mislead consumers, buy is fake commodities, blow the consumer's enthusiasm, and individual businessman, intentionally jacked up commodity prices and then give consumers a higher discount, consumer does not actually obtained substantial privilege; There is consumer internal psychological price united very hard, temporary mind wait cause purchase team unstable, resulting in a bulk failure. These are dampened the enthusiasm of both parties.
2, jan.7 marketing professionals lack
Due to the previously enterprise 43,200 marketing enough attention, therefore it has rich experience in marketing jan.7 talent less, many enterprises in 43,200 marketing is in the exploratory stage, with 43,200 marketing is more and more enterprises to 43,200 marketing talent shortage of will become more and more outstanding.
3, channels and price conflict
For manufacturers concerned, jan.7 marketing will undoubtedly shunt wholesalers and retailers part of the passengers. For normal channel impact, damage the benefit of the agent. At the same time, because of marketing, manufacturers jan.7 given price usually low on the normal distribution channels price impact, destroy the original price system, there might even form vicious competition. Therefore, how to balance the interests of all parties is also manufacturers have to consider the question.
1, both trade lack of trust
In 43,200 marketing, individual businessman self hype, exaggerated claims our own products, a misnomer, even some manufacturers through some intermediary mislead consumers, buy is fake commodities, blow the consumer's enthusiasm, and individual businessman, intentionally jacked up commodity prices and then give consumers a higher discount, consumer does not actually obtained substantial privilege; There is consumer internal psychological price united very hard, temporary mind wait cause purchase team unstable, resulting in a bulk failure. These are dampened the enthusiasm of both parties.
2, jan.7 marketing professionals lack
Due to the previously enterprise 43,200 marketing enough attention, therefore it has rich experience in marketing jan.7 talent less, many enterprises in 43,200 marketing is in the exploratory stage, with 43,200 marketing is more and more enterprises to 43,200 marketing talent shortage of will become more and more outstanding.
3, channels and price conflict
For manufacturers concerned, jan.7 marketing will undoubtedly shunt wholesalers and retailers part of the passengers. For normal channel impact, damage the benefit of the agent. At the same time, because of marketing, manufacturers jan.7 given price usually low on the normal distribution channels price impact, destroy the original price system, there might even form vicious competition. Therefore, how to balance the interests of all parties is also manufacturers have to consider the question.
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