和爱心捆绑销售?yes or no–by豪迈(horror)

和爱心捆绑销售?yes or no

–by豪迈(horror)

本文不是反对爱心捐献,是希望大家按照正规途径捐献,呼吁国家规范捐献制度和机构。

捐献是严肃的事,不允许投机和炒作。

提到捆绑销售,我们想到的是一种商业运作模式,将无价值或者不受欢迎的产品和其他受市场欢迎的产品一起销售。典型的可以追溯到微软早期,微软曾因此赔了好多钱。当然,也有合法的搭配销售如下:

比如A、B两种产品,甲、乙两个用户。甲,可接受的两个产品价值分别为10$、2$,乙对两产品的可接受价格为2$、10$。公司应如何销售?

策略1:差别定价?甲乙购买时给与不同定价?甲买A产品时,10$,乙购买时,2$。。。显然不行。市场不允许。

策略2:最好的方法是将两种产品打包,因为他们的联合价格12$,两用户都能接受。

下面讨论义卖、爱心销售,这些是公司企业、团体、个人出于各种目的组织的。在背后,总会有些炒作的意味,以此来抬高声誉。我不想评论其好坏,只是浅薄的分析下。

先说义卖,不管是个人艺术家、收藏家还是其他机构。他们承诺,将收入全部或者部分捐献。对于这种活动,吸引了不少人投机行为,要么借此机会贪污,要么欺骗民众。对于此,是很浅显的,没有什么值得我说的。

我只想从另一个角度分析,从商品经济角度,人们购买产品,需要的是使用价值。对于使用价值,可以分为两类,实用和观赏。不管出于那种用途,我们需要的是物有所值。义卖是什么?将爱心作为一种附加值捆绑到商品上。不能说,它和产品包装附加值孰高孰下,至少有些包装是必不可少的。

再说爱心销售,是指不给产品增加附加值,在维持原价基础上。消费者每购买一件产品,厂商就从利润中拿出部分来捐献。前些年,**矿泉水在广告上说“你每买一瓶**矿泉水,就将向西部希望小学捐献一分钱”。的确得承认,这是一个很成功的商业策略,赢取了民心和市场份额,关键是利润。

对此分析如下:对于矿泉水,消费者购买的越多,捐献的越多,同时呢?企业利润也大了。有些人就想了,我买一瓶才捐一分钱,太少了,多买。孰知,等你捐够十元钱,公司赚了多少。到最后,报纸上会出现“**矿泉水,捐款100000000元”。数字是很大,而且是从其利润中拿出来的,“真舍得”,“好企业”民众会这样评价。其实这100000000元,是普通消费者捐的,却被他们沽名钓誉。虽然普通消费者捐款是不图名利的,但却不能容忍他人借花献佛。这是欺诈…

对上面两者分析,得出结论,爱心是可以买卖的。这远出乎我们的意料。让我想起了十六世纪的欧洲,当时的罗马教皇是利欧十世(Leo X,1513-1521),生活豪侈淫佚,而喜爱艺术。因兴建圣彼得大教堂,而以售卖赎罪券为筹款的财路。罗马天主教会宣布只要购买赎罪券的钱在钱柜叮当一响,就可以使购买者的灵魂从地狱升到天堂。

当然,两者是有区别的,前者是迷信,被教会欺诈。我们是爱心,但也有可能被利用。他们唯一共同的就是,歪曲了民众的本意。

对上述两种活动,还要引入适当的监管,这些成本呢?我们要十字会是干吗的?不就是接受民众爱心的吗?

真正的捐献是什么?含义何在?我认为对于企业和个人,都是一样的,都是在出于爱心的基础上给予他人帮助,无论,金钱还是物质。企业捐赠,不应该是基于产品卖了多少,那样只不过是消费者捐献,是沽名钓誉;应该是,不管卖了多少,不管有没有人买,都捐。同样对于义卖,卖出所得你捐不捐献,是你自己的事,不要用此来忽悠购买者,以此提价。原本值500元的东西,通过义卖,组织者可以用它来捐献一千元,这不又是另一个角度的沽名钓誉吗?将购买者捐献的500元归于自己名下。

真正的捐献者,是会自己捐献的,而没有必要通过购买产品来进行。

所以我呼吁,对于捐献活动,我们支持鼓励,积极参加。但从捐献者到真正的受惠者之间,环节要少,而红十字会是中介。因此,应该从我们手,到红十字会,到受捐民众。中间的其他环节,都应该省了。以防中间的投机和炒作行为,也减少了监管的成本和丑闻。这样,我们只要管好自己,管好红十字会就足够了。。。

2008-05-14#12:48:xx

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