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在产能过剩和通货膨胀的压力下,节假日促销成为企业和商场提升销售额的常用营销手段。据统计,我国的法定假期的合计销售额高达商场全年销售额的一半以上,且这个比例还在不断的增加。但商场在节日促销期间也有着一些亟待解决的问题。本文主要从微观视角出发,从消费者的利益出发,以笔记本电脑为例,分析商场的促销手段,存在的不合法的问题,以及关于节日促销的伦理学思考,对商场提出改进建议。
Under the pressure of overcapacity and inflation, holiday promotions have become common marketing tools for businesses and shopping centers to increase sales. According to statistics, China’s total sales of statutory holidays up to more than half of the annual sales, and this ratio is still increasing. However, shopping malls also have some problems to be solved during the festival promotion period. This article mainly from the microscopic point of view, starting from the interests of consumers, notebook computers, for example, analysis of shopping malls promotions, the existence of illegal issues, as well as on the holiday promotion of ethics thinking on the shopping malls put forward suggestions for improvement.