【摘要】：“購(gòu)物返券”促銷作為一種新型的促銷方式,在國(guó)內(nèi)各大中型城市的零售業(yè)的發(fā)展歷史并不是很長(zhǎng),尚不是一種成熟的促銷方式。由于其具有價(jià)格幻覺效應(yīng)、返券漏出效果以及補(bǔ)缺購(gòu)買效果,使得“購(gòu)物返券”這一促銷方式被眾多經(jīng)營(yíng)者所親賴。然而,“購(gòu)物返券”促銷的出現(xiàn)和盛行,亦暴露出許多問題,經(jīng)營(yíng)者為了更好地利用“購(gòu)物返券”促銷模式進(jìn)行營(yíng)利,設(shè)定了許多特殊的“游戲規(guī)則”,諸如對(duì)“券”的使用設(shè)定諸多的限制性條件來限制消費(fèi)者的公平交易權(quán)和自由選擇權(quán)等合法權(quán)益,通過不明確促銷活動(dòng)范圍、名為降價(jià)實(shí)為漲價(jià)、超額返券等具有欺騙、誘導(dǎo)性的行為侵犯消費(fèi)者的知情權(quán)、意思自由等等。然而消費(fèi)者卻懵然不知,誤以為自己占到便宜而沾沾自喜,甚至讓消費(fèi)者產(chǎn)生不返券則不購(gòu)物的理念,認(rèn)為只有返券才能買到物美價(jià)廉的商品,誰的返券額度高誰的商品就好。原本以質(zhì)量為銷售導(dǎo)向的市場(chǎng)秩序遭到破壞,大量違背誠(chéng)實(shí)信用原則、公平原則、等價(jià)有償原則等合同法基本原則的違法行為大量存在。因此,從民法角度對(duì)購(gòu)物返券促銷進(jìn)行全面分析,讓消費(fèi)者清晰的認(rèn)識(shí)到購(gòu)物返券促銷以及促銷過程中出現(xiàn)的諸多的違法行為的實(shí)質(zhì)很有必要。 本文共分為五個(gè)部分。第一部分首先對(duì)“購(gòu)物返券”的基本涵義進(jìn)行解析；然后通過與其他相似的促銷種類進(jìn)行區(qū)分,避免理解上的含混；最后對(duì)“購(gòu)物返券”這一促銷所特有的效果進(jìn)行闡述,以方便下文對(duì)“購(gòu)物返券”促銷作更加深入的研究。 第二部分通過對(duì)目前學(xué)界已有的關(guān)于“購(gòu)物返券”促銷性質(zhì)的學(xué)術(shù)觀點(diǎn)進(jìn)行闡述與評(píng)析,從而得出結(jié)論：“購(gòu)物返券”促銷微觀層面上在經(jīng)營(yíng)者與消費(fèi)者之間形成買賣合同關(guān)系,返券是買賣合同中的價(jià)格條款,“券”是一種權(quán)利憑證；在宏觀層面上,“購(gòu)物返券”促銷不屬于附贈(zèng)式有獎(jiǎng)銷售,而只是一種普通的促銷方式。 第三部分首先對(duì)“購(gòu)物返券”促銷合同中常見的限制性條款進(jìn)行總結(jié),并認(rèn)定為格式條款,然后從合同訂立時(shí)以及合同訂立后兩個(gè)方面對(duì)這些限制性條款進(jìn)行法律效力上的分析。 第四部分揭示了在“購(gòu)物返券”促銷中常見的誘導(dǎo)性行為,從根本上進(jìn)行剖析得出其民事欺詐行為的實(shí)質(zhì),并對(duì)其引起的法律后果從《合同法》與《侵權(quán)責(zé)任法》兩個(gè)方面進(jìn)行全面分析。 第五部分主要是針對(duì)“購(gòu)物返券”促銷的調(diào)整從宏觀與微觀兩個(gè)方面提出自己的立法建議。
[Abstract]:As a new type of promotion, the history of retail sales in domestic large and medium-sized cities is not very long and is not yet a mature way of promotion. Because of its price illusion effect, the effect of coupon leakage and the effect of making up for the purchase, the promotion method of "shopping rebate" has been relied on by many operators. However, the emergence and prevalence of "shopping voucher" promotion also exposed many problems. In order to make better use of the "shopping voucher" promotion model for profit, operators have set up many special "rules of the game". Such as setting many restrictive conditions on the use of "coupons" to restrict consumers' legitimate rights and interests such as the right to fair trade and the right to choose freely. By not defining the scope of promotional activities, it is called "price reduction is in fact a rise in price", and excessive return of coupons is deceptive. Inductive behavior infringes consumers' right to know, freedom of will and so on. However, consumers do not know that they take advantage of themselves and complacency, and even let consumers produce the concept of not returning coupons, not shopping, think that only coupons can buy good and cheap goods, who has a higher amount of coupons is good. The market order, originally oriented by quality, has been destroyed, and a large number of illegal acts have been committed in violation of the basic principles of contract law, such as the principle of good faith, the principle of fairness and the principle of equal compensation. Therefore, from the perspective of civil law, it is necessary to make a comprehensive analysis of the promotion of shopping rebate, so that consumers can clearly understand the essence of many illegal activities in the process of promotion. This paper is divided into five parts. The first part first analyzes the basic meaning of "shopping coupons"; then distinguishes them from other similar types of promotions to avoid ambiguity; finally, expounds the unique effect of "shopping coupons" promotion. In order to facilitate the following "shopping coupon" promotion for a more in-depth study. In the second part, the author expounds and comments on the academic viewpoints on the nature of "shopping voucher" promotion. The conclusion is as follows: the relationship of purchase and sale contract between the operator and the consumer is formed on the micro level of the promotion of "shopping voucher", which is the price clause in the contract of purchase and sale, and the "voucher" is a kind of certificate of right; on the macro level, it is a kind of voucher. The purchase coupon promotion is not a complimentary sale, but an ordinary promotion. The third part summarizes the common restrictive clauses in the sales promotion contract of "shopping rebate", and considers them as format clauses. Then it analyzes the legal effect of these restrictive clauses from the time of conclusion of contract and the latter two aspects of conclusion of contract. The fourth part reveals the common inductive behavior in the promotion of "shopping voucher", and finds out the essence of the civil fraud. The legal consequences are analyzed from two aspects: contract Law and Tort liability Law. In the fifth part, the author puts forward his own legislative suggestions from macro and micro aspects in view of the adjustment of "shopping rebate" promotion.
【學(xué)位授予單位】：天津師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：D923

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