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关于《规范促销行为暂行规定》的解读
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WEIGUANCHELUOSHIDANGDESHIJIUDAHESHIJIUJIEERZHONG、SANZHONG、SIZHONG、WUZHONGQUANHUIJINGSHEN,GOUJIANGENGJIAKEXUEXITONGWANBEIDESHICHANGJIANGUANGUIZETIXI,SHICHANGJIANGUANZONGJUYIJU《FANBUZHENGDANGJINGZHENGFA》《XIAOFEIZHEQUANYIBAOHUFA》《JIAGEFA》DENGFALVGUIDING,ZHIDINGCHUTAI《GUIFANCUXIAOXINGWEIZANXINGGUIDING》(YIXIAJIANCHENG《GUIDING》),JUJIAO“CUXIAO”ZHEIYIREDIANXIANXIANG,JINYIBUGUIFANJINGYINGZHECUXIAOXINGWEI,WEIHUSHICHANGJINGZHENGZHIXU、BAOZHANGXIAOFEIZHEHEFAQUANYI,JINYIBUYOUHUASHICHANGHUANJING。

YI、《GUIDING》DECHUTAIBEIJING

YISHICUXIAOYIJINGCHENGWEIQIYEKUODAXIAOSHOULIANGDEZHONGYAOSHOUDUAN,JIAQIANGCUXIAOXINGWEIGUIFANSHIZAIBIXING。SUIZHEJINGJISHEHUIKUAISUFAZHAN,TEBIESHIWANGLUOJINGJIDEPENGBOFAZHAN,CUXIAOHUODONGRIYIPUBIAN,CUXIAOSHOUDUANRIYIDUOYUAN,YICHENGWEIYINLINGSHICHANGJINGZHENGDEXINREDIAN,ZAIJINHOUDESHICHANGJINGZHENGZHONGRENGJIANGSHIYIZHONGZHONGYAODEJINGYINGFANGSHI。JUJIANGXIAOSHOU、XUJIACUXIAO、BULVXINGYOUHUICHENGNUODENGBUZHENGDANGCUXIAOSHOUDUANRIYIDUOFA,YINGXIANGGONGPINGGONGZHENGDESHICHANGJINGZHENGZHIXU,SUNHAICHENGXINJINGYINGZHEHEFAQUANYI。JIAQIANGDUICUXIAOXINGWEIDEGUIFAN,YOUXIAOWEIHUSHICHANGJINGZHENGZHIXU,WEIQIYEJIANKANGFAZHANCHUANGZAOLIANGHAODESHICHANGHUANJINGHENYOUBIYAO。

ERSHICUXIAOYIJINGCHENGWEILADONGXIAOFEIXINXINGFANGSHI,JIAQIANGXIAOFEIZHEQUANYIBAOHURIYIPOQIE。JINNIANLAI,JINGYINGZHETONGGUOCUXIAOHUODONGRANGLIYUXIAOFEIZHE,“6·18”“SHUANG11”DENGCUXIAOJIDIANSHANGPINGTAICHENGJIAOLIANGBUDUANSHUAXIN,FANYINGCHUCUXIAODUIXIAOFEIDEQIANGDALADONGXIAOGUO。YUCITONGSHI,JINGYINGZHELIYONGHULIANWANGDENGXINXINGJISHU,SHICUXIAOGUIZEGENGJIAFUZA,CUXIAOHUAYANGBUDUANFANXIN,CUXIAOXINGWEIZHENJIANANBIAN。YANLIDAJIGELEIBUZHENGDANGCUXIAOXINGWEI,ZHENZHENGRANGXIAOFEIZHEZAICUXIAOZHONG“MAIBULECHIKUI、MAIBULESHANGDANG”,DAZAORANGQUNZHONGFANGXINDEXIAOFEIHUANJINGSHIZAIBIXING。

SANSHISHICHANGJIANGUANGUIZEXUYAOBUDUANWANSHAN,XINGCHENGJIANGUANHELI。SHICHANGJIANGUANZONGJUCHENGLIHOU,BUDUANJIAQIANGSHICHANGJIANGUANGUIZEZHENGHELIDU,QUDELEXIANZHUCHENGXIAO。DANGQIAN,WOGUODUIJINGYINGZHECUXIAOXINGWEIDEFALVGUIFANSANJIANYU《FANBUZHENGDANGJINGZHENGFA》《XIAOFEIZHEQUANYIBAOHUFA》《JIAGEFA》DENGDUOBUFALV。YUAN《GUANYUJINZHIYOUJIANGXIAOSHOUHUODONGZHONGBUZHENGDANGJINGZHENGXINGWEIDERUOGANGUIDING》NANYIQUANMIANTIXIANSHANGWEIFAXINYAOQIU,POQIEXUYAOSHULI、XIHUAJUTIFALVTIAOKUAN,XUYAOZHIDINGYIBUGUIFANCUXIAOXINGWEIDEZHUANMENXINGGUIZHANG。

ER、《GUIDING》DEZHIDAOSIXIANGHEJIBENYUANZE

《GUIDING》YIXIJINPINGXINSHIDAIZHONGGUOTESESHEHUIZHUYISIXIANGWEIZHIDAO,SHENRUGUANCHE《ZHONGGONGZHONGYANGGUANYUZHIDINGGUOMINJINGJIHESHEHUIFAZHANDISHISIGEWUNIANGUIHUAHEERLINGSANWUNIANYUANJINGMUBIAODEJIANYI》JINGSHEN,QUANMIANGUANCHEXIJINPINGZONGSHUJIZHONGYAOZHISHIJINGSHEN,JIANCHIYIRENMINWEIZHONGXINDEFAZHANSIXIANG,GUIFANCUXIAOXINGWEI,WEIHUGONGPINGJINGZHENG,WEICHIXUYOUHUASHICHANGHUAFAZHIHUAGUOJIHUAYINGSHANGHUANJING,bbinRUANJIANXIAZAIGAOBIAOZHUNSHICHANGTIXIGONGXIANLILIANG。

——JIANCHIGONGPINGJINGZHENG,YOUHUAYINGSHANGHUANJING。YINGSHANGHUANJINGJIUSHISHENGCHANLI、JINGZHENGLI。YIGONGPINGGONGZHENGJIANGUAN,JINGHUASHICHANGJINGZHENGHUANJING,CUSHIQIYETISHENGSHANGPINHEbbinRUANJIANXIAZAIZHILIANG,TIGAOSHICHANGJINGZHENGLI,TONGGUOSHICHANGJINGZHENGSHIXIANYOUSHENGLIETAI,TUIDONGGAOZHILIANGFAZHAN。

——JIANCHIYIRENMINWEIZHONGXIN,BAOZHANGXIAOFEIZHEQUANYI。SHUNYINGXIAOFEISHENGJIQUSHI,GAISHANXIAOFEIHUANJING,SHIFANGXIAOFEIQIANLI,TUIJINQIANGDAGUONEISHICHANGbbinRUANJIANXIAZAI,CUJINGUONEIDAXUNHUAN。BAWEIHUGUANGDAXIAOFEIZHELIYIZUOWEISHICHANGJIANGUANDEZHONGYAORENWU,BUDUANSHIXIANRENMINDUIMEIHAOSHENGHUODEXIANGWANG。

——JIANCHIBAORONGSHENSHEN,CUJINSHUZIJINGJIJIANKANGFAZHAN。GULIXIAOFEIXINMOSHIXINYETAIZAICHUANGXINZHONGFAZHAN、ZAIGUIFANZHONGWANSHAN。BAGUIFANHULIANWANGCUXIAOHUODONGZUOWEIZHELIDIAN,POJIEXIANSHANGXIAOFEITONGDIANDUDIAN,TISHENGWOGUOXIANSHANGJINGJIJINGZHENGLI,KUODAJINGZHENGYOUSHI。

——JIANCHIYOUHUAZHENGHE,TISHENGSHICHANGZONGHEJIANGUANNENGLI。QUANMIANSHULIGUIFANCUXIAOXINGWEIDEGUIDINGGUIZE,JIANGBUTONGFALVFAGUIZHONGGUANYUCUXIAODEYAOQIUJINYIBUSHENHUA、XIHUA,ZENGQIANGZHENDUIXINGHEKECAOZUOXING,XINGCHENGGUIFANTOUMINGDEJIANGUANGUIZE,TIGAOSHICHANGJIANGUANZHIFAXIAONENG。

SAN、《GUIDING》DEQICAOGUOCHENGHEZHUYAONEIRONG

SHICHANGJIANGUANZONGJUCHENGLIHOU,SHIYINGSHICHANGJIANGUANGONGZUODEXINXINGSHIXINYAOQIU,JIAQIANGSHICHANGJIANGUANFALVGUIZEZHENGHE,FAHUIJIANGUANHELI,YIJU《FANBUZHENGDANGJINGZHENGFA》《XIAOFEIZHEQUANYIBAOHUFA》《JIAGEFA》,YANJIUQICAO《GUIFANCUXIAOXINGWEIZANXINGGUIDING(CAOAN)》。ZONGJUJIANCHIKAIMENLIFA、JUJIAOZHONGDIANNANDIANWENTI,GUANGFANKAIZHANSHIDIDIAOYAN,ZHAOKAIZUOTANHUI、ZHUANJIALUNZHENGHUISHIYUCHANG。XIANHOUDUOCIZHENGQIUXIANGGUANBUMEN、SHICHANGJIANGUANBUMEN、ZHUANJIAXUEZHE、XINGYEXIEHUI、QIYEDAIBIAO、XIAOFEIZHEBAOHUZUZHIDEYIJIAN。XIANGSHEHUIGONGKAIZHENGQIUYIJIANGONG132TIAO。ZAIGUANGFANXISHOUGEJIEYIJIAN、FANFUYANJIULUNZHENGDEJICHUSHANG,XINGCHENGLE《GUIDING》。

《GUIDING》GONGLIUZHANG31TIAO,FENBIEWEIZONGZE、CUXIAOXINGWEIYIBANGUIFAN、YOUJIANGXIAOSHOUXINGWEIGUIFAN、JIAGECUXIAOXINGWEIGUIFAN、FALVZERENHEFUZE。ZHUYAONEIRONG:

DIYIZHANGZONGZE,ZHUYAOSHIDUI《GUIDING》DELIFAMUDE、SHANGWEIFAYIJU、JIBENYUANZEDENGZUOCHUYUANZEXINGGUIDING。

DIERZHANGYIBANGUIFAN,ZHUYAODUICUXIAOHUODONGZHONGJINGYINGZHEYINGDANGZUNSHOUDEJIBENGUIFANTICHUMINGQUEYAOQIU,RUBUDELIYONGXUJIAXINXIQIPIAN、WUDAOXIAOFEIZHEHUOXIANGGUANGONGZHONGDENG。HAIGUIDINGLEDIANZISHANGWUPINGTAIJINGYINGZHEZUOWEIJIAOYICHANGSUOTIGONGZHE,ZAIZUZHIPINGTAINEIJINGYINGZHEKAIZHANXIANGGUANCUXIAOHUODONGSHIYINGZUNSHOUDEGUIZE,YIJIXIEZHUSHICHANGJIANGUANBUMENKAIZHANJIANDUJIANCHADEYIWU。

DISANZHANGYOUJIANGXIAOSHOUXINGWEIGUIFAN,DUIJINGYINGZHECAIQUYOUJIANGXIAOSHOUFANGSHIJINXINGCUXIAOJINGYINGXINGWEIZUOCHUJINYIBUGUIDING。MINGQUELEYOUJIANGXIAOSHOUDELEIBIE,XIHUALEBUZHENGDANGYOUJIANGXIAOSHOUXINGWEIDERENDINGBIAOZHUN,JIANGCHOUJIANGSHIYOUJIANGXIAOSHOUDEZUIGAOJIANGJINEYOUYUANLAIDEWUQIANYUANTIGAODAOWUWANYUAN,BINGDUIJINGYINGZHEZAIYOUJIANGXIAOSHOUGUOCHENGZHONGDEYIWUJINXINGLEGUIDING,WEIQIYEHEGUITIGONGGENGJIAMINGQUEDEZHIYIN。

DISIZHANGJIAGECUXIAOXINGWEIGUIFAN,ZHUYAOGUIDINGLEJINGYINGZHEKAIZHANJIAGECUXIAOHUODONGYINGZUNSHOUDEGUIDING。MINGQUELEJINGYINGZHEKAIZHANJIAGECUXIAOHUODONGYOUFUJIATIAOJIANHUOZHEQIXIANDE,YINGDANGXIANZHUBIAOMING。DUIJINGYINGZHEZAIKAIZHANCUXIAOSHI“XIANTIJIA、ZAIZHEJIA”DEXIANXIANG,MINGQUEGUIDINGZHEJIA、JIANGJIADEJIZHUNDENG。

DIWUZHANGFALVZEREN,JIAQIANG《FANBUZHENGDANGJINGZHENGFA》、《JIAGEFA》DENGFALVFAGUIDEXIANJIE。MINGQUEFALVSHIYONGXIANGGUANWENTI,RUCUXIAOXINGWEIZHONGGOUCHENGXUJIAXUANCHUAN、SHANGYEHUILU、BUZHENGDANGYOUJIANGXIAOSHOUDE,SHIYONG《FANBUZHENGDANGJINGZHENGFA》DEXIANGGUANGUIDINGCHUFA。

DILIUZHANGFUZE,DUI《GUIDING》DESHISHIRIQIZUOCHUGUIDING。

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