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随着世界经济全球化发展,中国作为WTO成员国,已经取消外资进入中国零售业的限制,导致零售市场前所未有的残酷竞争现实,使得众多零售商施尽法术大打促销牌,借此铸造企业辉煌。赠券促销是近几年大中型百货业惯用的促销招式,然而其结果却不尽人意。作者从理论和实践角度给予分析和探讨,提出诚信经营、诚信促销的经营理念。
With the globalization of the world economy, China, as a member state of the WTO, has abolished the restriction on the entry of foreign investment into the retail industry in China, resulting in an unprecedented brutal competition in the retail market. As a result, many retailers have applied spells to promote promotional cards and cast their brilliant enterprises . Promotional coupons promotions in recent years, large and medium-sized department store industry, but the result is unsatisfactory. The author gives an analysis and discussion from both theoretical and practical points of view, and proposes a business philosophy of integrity management and integrity promotion.