一、对巨奖销售的险益认识巨奖销售是零售商业利用消费者投机性或求富心理,高价设奖,激发消费者购买行为的一种促销方式,在现今市场经济中有着客观的经济条件和广泛的社会心理基础。首先,在邓小平同志南巡讲话之后,我国经济出现了跳跃式的飞快发展。市场供求急剧变化,推动了多种商业形式之间的激烈竞争。国营大中型零售商业为了巩固和加强市场主体地位,在转换企业经营机制的过程中,千方百计寻求更加诱人的经营策略。针对消费者经济收入迅速增长的实际,前几年零打碎敲、本小利微的有奖销售已难煽起消费高潮。一场场巨奖消售风也就由南 I. Understanding the benefits of giant award sales Giant award sales is a kind of sales promotion mode in which retail businesses use consumers’ speculative or wealthy psychology, set high prices, and stimulate consumer purchasing behavior. In today’s market economy, there is an objective economy. Conditions and a wide range of social and psychological foundations. First of all, after the speech of Deng Xiaoping’s southern tour, there has been a leap-like rapid development of China’s economy. The sharp changes in market supply and demand have promoted fierce competition among various forms of business. In order to consolidate and strengthen the dominant position of the market, state-owned large and medium-sized retail businesses are trying their best to seek more attractive business strategies in the process of transforming their operating mechanisms. In response to the rapid growth of consumer economic income, it has been difficult to pick up the consumer climax in the past few years. The grand sale of a grand prize is also from the south