销售促进是一类重要的营销策略。近年来，销售促进越来越被重视，被越来越多的营销者视为刺激销售的有效方式。但是，与其他营销策略相比，销售促进研究领域仍然存在着较大的研究空白，特别是销售促进的前导变量与结果变量。同时，针对中国消费者消费模式及其对销售促进的反应过程的实证研究在现有文献中也比较少。郝辽钢编著的《销售促进如何影响消费者(理论与来自中国市场的实证证据)(英文版)》包括了关于销售促进的理论分析以及中国市场消费者的实证分析数项研究论文成果，可以填补现有相关研究领域的不足。

郝辽钢编著的《销售促进如何影响消费者(理论与来自中国市场的实证证据)(英文版)》讲述了：Sales Promotion is one important marketing strategy. In recent years, sales promotion is getting more and more emphasis, since it is viewed as very effective in stimulating sales by more and more marketers. However, compared with other marketing strategies, there is still a lack in the field of sales promotion, especially the antecedents and consequents of sales promotion. Furthermore, the empirical evidence of Chinese consumers, with respects to their consumption modes and behavioral response process towards sales promotion, is also very rare in current literature. The book incorporates several interesting research papers, which fulfilled the research gaps in the relevant fields and demonstrated the excellent work completed by the author and his research teams.

CHAPTER 1 Relevant Theories Regarding Sales Promotions

 1.1 Definitions and Objectives of Sales Promotions

 1.2 Promotional Benefits, the Typical Promotion Strategies and Classification

 1.3 Consumer Behavior Theories Related to Sales Promotion

1.3.1 Behavioral Learning Theories

1.3.2 Consumer Perception Theories

1.3.3 Theories on the Relationship between Attitude and Behavior

1.3.4 Reviews of Related Theories

 1.4 Studies on Consumer Responses to the Promotion Strategies

 1.5 Studies on Comparing Effectiveness of Promotion Strategies

 1.6 Studies on the Relationship between Promotion Strategies and Brand Equity

 1.7 Comments on Relevant Theories and Literatures

CHAPTER 2 Studies on China Consumer Market Environment

 2.1 Studies on Urban Residents' Consumer Market in China

2.1.1 Characteristics of Consumer Demand and the Evolution of Consumer Patterns

2.1.2 Change in Structure of Consumer Expenditure

2.1.3 The Changes of Durable Goods Market

2.1.4 Summary on Characteristics of Chinese Urban Consumer Market

 2.2 Differentiation Empirical Analysis between Chinese Urban and Rural Consumption Market

2.2.1 Analyses on the Per Capita Consumer Expenditure of Urban and Rural Residents

2.2.2 Analysis on the Differences Between Urban and Rural Residents' Consumption Expenditure Structure

2.2.3 Research Conclusions on the Difference of Urban and Rural Consumer Markets

2.2.4 Research Conclusion on the Differences Between Urban and Rural Consumer Market

 2.3 Impacts of Environmental Characteristics of Chinese Consumer Market on Consumer's Responses to Sales Promotion

CHAPTER 3 Comparative Analyses of Sales Promotions

 3.1 Study on Consumers' Reactions to Promotion Activity

3.1.1 Introduction

3.1.2 Literature Review

3.1.3 Research Design

3.1.4 Data Analysis

3.1.5 Conclusions and Discussions

 3.2 Comparative Research of Lucky Draw and Coupon Promotion

3.2.1 Introduction

3.2.2 Related Literature Review

3.2.3 Research Model and Research Hypothesis

3.2.4 Experimental Design and Results

3.2.5 Research Conclusion and Discussion

CHAPTER 4 Empirical Studies of Price Promotions

 4.1 Framing Effect of Price Discount Promotions on Consumer Behavioral Intention

4.1.1 Introduction

4.1.2 Literature Review of Price Discount Presentations

4.1.3 Development of Research Hypotheses

4.1.4 Study1

4.1.5 Study 

4.1.6 Conclusion and Discussion

 4.2 Price Discount Depth and Its Effect on Consumer Responses

4.2.1 Theoretical Models Depicting Consumers' Response to Price Discounts

4.2.2 Development of a Joint Model Depicting Consumers' Response to Price Discounts

4.2.3 Examination of the Overall Fitness of the Integrated Model

4.2.4 Further Investigation of the Gender Difference

4.2.5 Conclusive Discussion

 4.3 Effects of Price Discount Frequency on Consumer Behavioral Intention

4.3.1 Developing Hypotheses regarding the Effects of Promotion Frequency

4.3.2 Research Design and Data Collection

4.3.3 Data Analysis and Results

4.3.4 Further Examining the Effect of Consumers' Gender

4.3.5 Conclusive Discussion

 4.4 Theoretical and Practical Implications

4.4.1 Theoretical Implications

4.4.2 Practical Marketing Implications

References

Index