In the current field of marketing research， the research of marketing strategies and consumer’s attitude has an important Significance to both theoretical research and practical guidance. In recent years, the academic researches on the impact of promotion strategies on consumer’s attitude are endless.
This paper was on the basis of the structure theory of consumer’s attitude, and considered that affective component, behavior component and cognitive component make up of consumer’s attitude. We chose two strategies that most commonly used to find their effects on behavior component and cognitive component through the empirical research. Here, we reached three major conclusions: First, the main function of price promotion is to increase sales, which prompted consumers to buy a larger number of products and completed an earlier purchase than planned. Second, non-price promotion is the primary role of marketing to promote consumer understanding of the brand's products better and persuading them to use the products or switch brands. Third, to solve the consumer’s suspicion of product’s quality, non-price promotion is more persuasive.
Based on the comprehensive analysis of the above conclusions, the paper put forward some countermeasures and suggestions.
