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一、调研背景与课题意义(一)社会背景及现状近年来,返券促销迅速发展,面对这一新的商业竞争方式,国内各大商场大多都相继展开各式各样的返券促销活动。由于我国的促销体系尚不健全,社会公众的消费权利意识较为薄弱,返券促销存在的违法隐患也逐渐显露。在国家不断倡导诚信促销、反对声四起的背景下,促销这种形式却从未真正退出大商场
First, the research background and the significance of the project (a) the social background and status quo In recent years, the rapid development of rewarded coupons, the face of this new commercial competition, most of the major shopping malls have launched a wide range of re-voucher promotions . As China’s marketing system is still not perfect, the public awareness of the consumer rights is relatively weak, the illegal hidden dangers of redemption promotions are gradually revealed. Promoted in the country continue to promote good faith, against the background of four, the promotion of this form has never really exit the mall