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首页> 外文期刊>Forest Products Journal >Industry-wide product promotion within commodity industries: An opportunity for the forest products industry?
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Industry-wide product promotion within commodity industries: An opportunity for the forest products industry?

机译：商品行业内全行业产品促销：林产品行业的机遇？

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摘要

Generic promotion is a marketing strategy in commodity industries where many or all producers organize to increase product demand by promoting an industry as a whole. The homogeneity of commodity products significantly limits the range of available marketing tools such that generic promotional activity represents one of the few options available to commodity marketers. Since commodity producers have a limited ability to differentiate their products in the marketplace, theoretically all producers benefit equally from generic promotion. The concept of generic promotion has existed in agricultural commodities since the late 1880s. Recently, interest in generic promotion has surfaced in the basic materials industries, and especially in those competing with forest products. They have begun targeting commodity markets traditionally dominated by structural lumber, Generic promotion in the United States has been practiced in agricultural commodities industries, but only recently in basic materials industries; therefore, little information exists about this method of promotion relative to the forest products industry. This paper reviews the history of generic promotion activity in other industries, thereby providing background and insight about this growing trend and its possible significance for the forest products industry.
机译：通用促销是商品行业中的一种营销策略，许多或所有生产者组织起来通过促进整个行业来增加产品需求。商品产品的同质性极大地限制了可用营销工具的范围，因此，通用促销活动代表了商品营销商可以使用的少数选择之一。由于商品生产者在市场上差异化其产品的能力有限，因此从理论上讲，所有生产者都可以从通用促销中平等受益。自1880年代后期以来，农业产品中就已经存在非专利促销的概念。最近，人们对基础材料行业，特别是与林产品竞争的那些行业，出现了对仿制药推广的兴趣。他们已经开始瞄准传统上以结构木材为主的商品市场。在美国，仿制促销已在农业商品行业中进行，但直到最近才在基础材料行业中进行。因此，相对于林产品行业而言，关于这种促销方法的信息很少。本文回顾了其他行业中仿制药促销活动的历史，从而提供了有关这种增长趋势及其对林产品行业可能的意义的背景和见解。

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