时间差异化的3类策略（加上最适合图表演示如趋势折线图） 不同品牌，不同产品会采用不同策略。我们将市场上的策略归类为以下3种： - 大促爆发策略（极左）（加上最适合图表演示如趋势折线图）：适合高端旗舰系列（7系），走的是“集中爆发型”策略 —— 一年只在重大节日（比如黑五）出手，平时稳如老狗，几乎不打折，靠的就是稀缺感和品牌力。比如苹果采用的就是这个策略。 - 案例：苹果 iPhone Pro 系列 苹果的 Pro 系列几乎全年保持原价，平时不打折，偶尔在黑五或教育返校季搭配一点赠品或限量折扣。它靠的是强品牌、强生态，哪怕不促销，也能卖。真正的大促节点（如黑五）则集中爆发，拉动一波销量+复购。 - Campaign驱动策略（居中）（加上最适合图表演示如趋势折线图）：适合5系产品， 比较灵活，走“节奏控制型”路线。平时靠节日小促稳定表现，大促时再加点力度，不激进但也不消极，属于折扣频率和力度都居中的打法。 - 案例：华为 P 系列手机 华为 P 系列走的是中高端路线，平时会结合节日或品牌活动做优惠（比如 618、开学季），在大促时再叠加官方补贴或渠道满减，价格有梯度但控制得当。打得是“稳扎稳打 + 节奏感”，适合主力销量款。 - 高频促销策略（极右）（加上最适合图表演示如趋势折线图）：适合3系产品，平常就经常做促销，用小折扣保持曝光和转化；一到大促，再通过更大的折扣冲一波销量，属于“常态跑量型”打法。 - 案例：Redmi A 系列 这类产品定位亲民、SKU多、走量快，平时就通过拼多多、抖音电商、京东活动页做日常促销，吸引价格敏感型消费者。到大促时再叠加大额满减、限时抢购，主打的就是“哪都在卖、总有在促”，形成动销闭环。 互动讨论 回到安克，以小充的prime、nano、zolo系列为例，你认为应该分别采用什么促销策略？---Chart Description: The image displays a timeline at the top, showing different periods, and three line charts below, illustrating the trend of three variables ("Promotion", "Units", and "Price") over these periods. Timeline: - A horizontal line represents time progressing from left to right. - Above the line, rectangular segments denote distinct periods: "Launch", "Regular Sales", "Big Promo", and "Regular Sales". - These segments are separated by vertical lines. Line Charts: - Three line charts are stacked vertically below the timeline, sharing the same implicit time axis as the timeline above. - Each chart has a horizontal baseline. - The Y-axis labels are positioned to the left of the respective charts: "Promotion" (associated with the blue line), "Units" (associated with the red line), and "Price" (associated with the black line). Promotion (Blue Line): - Starts at a low level. - Increases to a peak during the "Launch" phase. - Decreases and then remains constant at a moderate level during the first "Regular Sales" phase. - Increases sharply to a higher peak during the "Big Promo" phase. - Decreases and then remains constant at the moderate level during the second "Regular Sales" phase. Units (Red Line): - Starts at a low level. - Increases to a moderate peak during the "Launch" phase. - Decreases and then remains constant at a low level during the first "Regular Sales" phase. - Increases sharply to a high peak during the "Big Promo" phase. - Decreases and then remains constant at a moderate level during the second "Regular Sales" phase. Price (Black Line): - Starts at a high level and remains constant during the "Launch" phase. - Remains constant at the high level during the first "Regular Sales" phase. - Drops sharply to a low level during the "Big Promo" phase. - Increases sharply back to the high level and remains constant during the second "Regular Sales" phase.