017.xx百货商场20xx五一促销活动企划书(DOC 23页).docx

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1、XX百货商场2011五一促销活动企划书目录分析策一、活动目的二、活动注意三、活动分析计划篇一、商品计划二、滞销商品促销三、DM促销四.促销陈列五、厂方促销六、供货商支持七、其他营销第-、活动时间二、活动主题三、活动广告语四、活动内容五、媒体预算及制作规划六、制彩页发放明细表七、活动人员安排及工作部署五一促植活动企划书分析篇活动目的，树XXX新形象，提高XXX的社会知名度，并借机促销酬宾。借机促箱商品、回馈顿客“力求人气的聚集，追求消费者对灵宇产生亲近感“因此，本次活动应以消费者为中心，充分困绕消费者做文章，尽故大可能与消资者有效沟通、交流,让消费者通过各种途径积极参与到活动中来，以此来增加XX

2、X的亲和力.二、活动注意：“读俄原客心，抓好促销”1、读值顾客心，促销目标要适宜2、读像顾客心，品要适当3、读便顾客心，促销创新要实用4、读僮，客心，促销时间要适时5、读值顾客心，促销折扣要造*6、读IKM客心，促销培养会员情7、读IKM客心，促策售后要适度三、活动分析:1、2010年五一促储活动消费分析:店铺毛利率客流客单价75折以下金额75折以上金额总店437441.867356人59.5259309.4178132.46南关店1206172608人46.265517.955099.1合计558058.8623.1%9964324827.3233231.56店铺消费68元内69元-168元

3、169元-368元369元-568元569元-768元总店5631笔1325笔285笔32笔19笔南关店2220笔333笔82笔6笔9笔合计7851笔1658笔367笔38笔28笔各档煦品实际发放数量送档M品进价实际修送数*88元洗洁精2.66兀212188元手提8元180358元不锈钢奶锅17.5元56588元咖啡壶28元36758元多功能蒸锅36元592,2010年新品贡献度分析:2.1、销售金额圾高排名名次商品编码商品名称的位批零销售数量批零销件金额批零销售毛利批零毛利率34182006869093/9508/8966/1063/1087套服套76.00010,680.004,600.0

4、043.071622400186浴淋小被套块228.0009,576.001,824.0019.0591122400187浴淋大床单块187.0007,106.001,309.0018.422222400185浴淋大被套块107.0006,206.00856.0013.7第2006100658莎拉熨鞋991/908/913/0911/232双117.0005,174.001,488.0028.76%222700270天堂10339S丝印伞把421.0004,974.00764.0015.361805100803伊思好女半袖件213.0004,868.131,699.1334.905818200

5、844化伦天奴棉衣件47.0004,302.001,717.0039.91%322500629拖鞋10元/丰美女人字/男耐克拖鞋双359.0003,590.00706.4019.68*505100637蓝银儿/瑜达秋衣件243.0003,576.451,146.4532.06%9620101784符酷TK9120A个冰鞋双32.0003,116.00403.0012.93$2818200301冠之龙半袖28438882件85.0003,115.00735.0023.6W7727100254李宁皮手套SJ0I31付38,0002,953.00-2,505.70-84.85%8518200845华

6、伦天奴茄克件34.0002,646.001,116.0042.18%4214700621飞科717剃须刀。个56,0002,520.00392.0015.56%7817101779比丹荷花/棕草/荷花/竹茶道个37.0002,516.00628.0024.96$6922801181成兴24鼓里特高锅个40.0002,320.00480.0020.69%2704100985佛天云男秋衣件89.0002,217.001,104.5049.82%1522400189浴淋枕套对135.0002,025.00337.5016.67%811720247858元系列女包个35.0001,989.00681.

7、0034.24$8005100642J25/316/07092/8620/8821/8820裤条35.0001,989.00749.0037.66*2104100984伊恩妮精女秋衣件109.0001,942.00634.0032.65$6522400165金叶床单2.3*2.4m块44.0001,716.00220.0012.82%9522400860金伊梦单人熨被床32.0001,568.00384.0024.49%7518200685冠之龙1623/1631/1659T恤件38.0001,429.42479.4233.54%7618200836奇雨得311T恤件38.0001,135.0

8、0451.0039.74$392240086876*152浴巾迪斯花童被块59.000I,121.00293.5026.18$3222700057天堂雨披116.件78.0001,012.00154.0015.22*4722400599加棉枕套套53.000848.00185.5021.88$1212100610英雄9005钢笔支157.000785.00133.4517.00%2.2、销件51最高排名名次商品编码商品名称单位批零销件数量批零销售金额批零销售毛利批零毛利率112300082乐美中性芯0.5支525.000466.74246.2452.76%222700270天堂10339S丝印

9、伞把!21.0004,974.00764.0015.36322500629拖鞋10元/丰美女人字/男耐克拖鞋双359.0003,590.00706.4019.68412300494天卓TGX2034中性芯.支287.OOC151.0079.2952.51*505100637蓝银儿/瑜达秋衣件243.0003,576.451,146.4532.06%622100186浴淋小被套块228.0009,576.001,824.0019.05*714800038南平电池5#/7才节220.000506.00154.0030.43*805100803伊思好女半袖件213.OOC4,868.131,699.

10、1334.9S912200061丰华大头卡芯106Ak207.OOo55.0832.3158.66*1019101297120大磴子个191.000244.0053.0021.721122400187浴淋大床单块187.0007,106.001,309.0018.421212100610英雄9005钢笔k157.OOo785.00133.4517.001312101025英雄3112钢笔工155.000621.00109.5017.63%1422808158精装次性杯个150.00022.5011.6351.69*1522400189浴淋枕套对135.0002,025.00337.5016.6

11、7%16201018482117宾王新概念扑克付133.00092.00-100.85-109.621720400126舞蹈鞋.双125.000125.00-687.50-550.Om1811400005得力D1.8555彩夹个120.00021.448.5739.971911500311中信封个118.00028.9021.8275.502006100C58莎拉曼鞋991/908/913/0911/232双117.0005,174.001,488.0028.76*2104100984伊思妮精女秋衣件109.0001,942.00634.0032.65%2222100185浴淋大被套块107.

12、0006,206.00856.0013.792311000018小口取纸张102.00056.5730.0553.2411100004得力D1.8554彩夹个96.00036.4820.3155.67%2519200263W219/215跳绳根94.000461.6038.608.36*2611000016大档案毙/红字档案袋个92.00086.0141.8548.66%2701100985佛天云男秋衣件89.0002,217.001,104.5049.8号2818200301冠之龙半袖2813A8882件85.0003,115.00735.0023.6(Mi2914300160索尼E800耳机个83.000760.0096.0012.63%3012200021文正油笔2001/天骄135油笔/151油81.00061.0828.8847.2型2.3、