Pu and others from the School of Economics and Management of Chengdu Dianzi University emphasized that "spike" promotion has brought great vitality to contemporary commercial activities, and its promotion functions include catching up with four traditional promotions: personnel promotion, advertising, public relations and promotion. Modern Marketing, published by Hans Publishing House, published a research article by Pu et al. Taking "March 8th Festival" in Yaohan as an example, it made an in-depth analysis of spike marketing. As a traditional Women's Day, "March 8th" is the time when women's shopping desire is strongest. Promotional activities can stimulate and guide consumers, stimulate their buying behavior, attract the attention of new customers and cultivate customer loyalty. According to the consumption habits of the target consumer groups in the March 8th Festival, Yaohan, Wuxi, combined with the March 8th Festival activities, created a cultural atmosphere in shopping malls and held special activities for women's goods. At the same time, diversified promotional activities are adopted to carry out the whole process of buying blessing bags marketing. In this regard, the paper points out that the successful promotion of Wuxi Yaohan on March 8, 20 1 1 is closely related to its strategy of attracting female customers to buy female goods.
1) The March 8th promotion in Yaohan captured the theme of the event. The theme of holiday promotion activities conveys promotional information to customers at the first time, and a good theme can arouse consumers' desire to buy. There are four major activities in the March 8th Festival promotion in Yaohan, Wuxi: the theme promotion of clothing and home furnishing mainly focuses on women's clothing categories, with 400 minus100; Double the full shopping points for the main customer groups, that is, VIP customers in shopping malls; 20 1 1 "beautiful bud, happy woman" spring and summer fashion conference; Fu Bao marketing, snapping up the whole process.
2) Targeted promotion products in March 8th: aimed at "her economy". The March 8th Festival coincides with the change of seasons of spring and summer products, and new styles such as women's wear and underwear are on the market, and the inventory discount in winter is stronger. Retailers use different marketing methods and low discounts to attract consumers, which just fits the repressed purchasing power of women. The products promoted in festivals are more targeted, and traditional women's products are fully stimulated. The products promoted are mainly bedding, household goods, cosmetics, knitted underwear, mature women's wear and so on.
3) Pay more attention to holiday atmosphere and shopping experience. In addition to vivid on-site beauty decoration, lively and enthusiastic atmosphere activities at the store site are also one of the strategies to attract the target market. Climate activities mainly promote the interaction between customers and businesses, and bring customers the enjoyment of experience. Short-term promotion attracts and gathers consumers' shopping popularity, prompting consumers to have impulse buying.
4) Active communication is in place in time. The media selection of holiday promotion information in department stores should be targeted. Due to the particularity of the target customers in shopping malls, we should choose appropriate media for communication according to our own positioning and the choice of target customers, such as magazines, periodicals, internet, radio stations, outdoor display boards, large billboards, even body advertisements, or even one-on-one communication.
In short, during the March 8th Promotion, Yaohan used online spike promotion to promote Fu Bao, and "spike" began to enter traditional physical stores to attract young people's participation, which is undoubtedly a breakthrough and innovation to the traditional department store retail promotion model. "Seconds kill" is just a means of promotion. It is necessary to choose the right time, such as holidays and special days of anniversary celebrations, so that consumers can easily agree that businesses are making profits for the celebration.