促销伤害危机及其应对方式——基于连锁超市的实证研究

近年来由于促销不当而导致消费者受到人身、财务等伤害的事例不断,相应的危机事件增多。尽管政府采取了一系列规范企业促销行为的措施,但促销伤害形式多样界定难。在国内外相关研究的基础上,通过案例分析,对促销伤害危机的概念、分类及其应对方式进行了阐释,不仅丰富了营销安全研究的内容,让企业进一步了解促销伤害带来的直接负面效应,从而有助于规范其自身的促销行为,同时也为其制定更加有效的促销组合提供决策依据。

Promotion Injury Crisis and Its Countermeasures-Empirical Analysis Based on Chain Supermarket

In recent years,consumers personal and property injury increase because of inappropriate promotion.Although government has adopted a series of acts that normalize enterprises sales promotion,but sales promotion hurt forms are difficult to define because they are various.Based on relevant studies at home and abroad,through case analysis,the paper expounds concept and classification of sales promotion harm crisis and countermeasures,which on the one hand,enrich the content of marketing security study,on the o...