促销流程分析
2017-03-07 14:44:23 0 举报仅支持查看
AI智能生成
促销流程分析是对促销活动从策划、执行到评估的全过程进行深入研究,以便找出可能存在的问题和改进的空间。这个过程通常包括以下几个步骤:首先,确定促销目标和策略;其次,设计具体的促销方案,包括促销内容、方式、时间等;然后,组织实施促销活动,监控活动的进展,及时调整策略;最后,对促销活动的效果进行评估,总结经验教训。通过这个过程,企业可以更好地理解消费者的需求和行为,提高促销活动的效果,增强市场竞争力。
模版推荐
作者其他创作
大纲/内容
交易前
预约预存返券
定金券(现金)
预存券(赠送的券)
抽奖
预约
交易中
商品类
B2折扣
总部设置折扣比例,比如20%(线下为0~20%,线上直接执行20%)
分部设置B2比例不超过总部直接生效,反之需总部审核
销售人超过B2折扣的,需要建立申请单向申请人申请特批
D折扣
定义
获取一定预算,门店基于运营情况发起的商品直降活动<!--EndFragment--><style><br><!--<br> /* Font Definitions */<br>@font-face<br> {font-family:Arial;<br> panose-1:2 11 6 4 2 2 2 2 2 4;<br> mso-font-charset:0;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-536859905 -1073711037 9 0 511 0;}<br>@font-face<br> {font-family:宋体;<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:3 680460288 22 0 262145 0;}<br>@font-face<br> {font-family:"Cambria Math";<br> panose-1:2 4 5 3 5 4 6 3 2 4;<br> mso-font-charset:0;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-536870145 1107305727 0 0 415 0;}<br>@font-face<br> {font-family:"Microsoft YaHei";<br> panose-1:2 11 5 3 2 2 4 2 2 4;<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-2147483001 684670034 22 0 262175 0;}<br>@font-face<br> {font-family:Calibri;<br> panose-1:2 15 5 2 2 2 4 3 2 4;<br> mso-font-charset:0;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-536870145 1073786111 1 0 415 0;}<br>@font-face<br> {font-family:"\@宋体";<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:3 680460288 22 0 262145 0;}<br>@font-face<br> {font-family:"\@Microsoft YaHei";<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-2147483001 684670034 22 0 262175 0;}<br> /* Style Definitions */<br>p.MsoNormal, li.MsoNormal, div.MsoNormal<br> {mso-style-unhide:no;<br> mso-style-parent:"";<br> margin:0cm;<br> margin-bottom:.0001pt;<br> mso-pagination:widow-orphan;<br> font-size:10.0pt;<br> mso-bidi-font-size:11.0pt;<br> font-family:Arial;<br> mso-fareast-font-family:宋体;<br> mso-fareast-theme-font:minor-fareast;<br> mso-bidi-font-family:"Times New Roman";<br> mso-ansi-language:DE;<br> mso-fareast-language:EN-US;}<br>.MsoChpDefault<br> {mso-style-type:export-only;<br> mso-default-props:yes;<br> font-size:10.0pt;<br> mso-ansi-font-size:10.0pt;<br> mso-bidi-font-size:10.0pt;<br> font-family:Calibri;<br> mso-ascii-font-family:Calibri;<br> mso-hansi-font-family:Calibri;<br> mso-font-kerning:0pt;}<br> /* Page Definitions */<br>@page<br> {mso-page-border-surround-header:no;<br> mso-page-border-surround-footer:no;}<br>@page WordSection1<br> {size:612.0pt 792.0pt;<br> margin:72.0pt 90.0pt 72.0pt 90.0pt;<br> mso-header-margin:36.0pt;<br> mso-footer-margin:36.0pt;<br> mso-paper-source:0;}<br>div.WordSection1<br> {page:WordSection1;}<br>--><br></style>
可用:<span style="font-size:11.0pt;font-family:"Microsoft YaHei";<br>mso-bidi-font-family:"Times New Roman";mso-ansi-language:EN-US;mso-fareast-language:<br>ZH-CN;mso-bidi-language:AR-SA">满足<span lang="EN-US"> D</span>折扣本身规则 以及 当时是否有额度</span><!--EndFragment-->
D折扣的规则是什么?
买X(每)满N件限Z件送Y(倍)积分
定义
<font face="Microsoft YaHei"><span style="font-size: 14.6667px;">购物送积分,促进重复购物</span></font>
X元购买商品套餐(组合销售)
定义
<p class="MsoNormal"><span style="font-size:11.0pt;font-family:"Microsoft YaHei";<br>mso-ansi-language:EN-US;mso-fareast-language:ZH-CN">以优惠价格购买一堆商品的组合,促进销售</span></p><!--EndFragment-->
闪购<!--EndFragment-->
定义
<span style="font-size:11.0pt;font-family:"Microsoft YaHei";<br>mso-bidi-font-family:"Times New Roman";mso-ansi-language:EN-US;mso-fareast-language:<br>ZH-CN;mso-bidi-language:AR-SA">一定时间内,限量对商品做特价销售</span><!--EndFragment-->
<span style="font-size:11.0pt;font-family:"Microsoft YaHei";<br>mso-bidi-font-family:"Times New Roman";mso-ansi-language:DE;mso-fareast-language:<br>ZH-CN;mso-bidi-language:AR-SA">多人团购</span><!--EndFragment-->
直降促销<!--EndFragment--><style><br><!--<br> /* Font Definitions */<br>@font-face<br> {font-family:Arial;<br> panose-1:2 11 6 4 2 2 2 2 2 4;<br> mso-font-charset:0;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-536859905 -1073711037 9 0 511 0;}<br>@font-face<br> {font-family:宋体;<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:3 680460288 22 0 262145 0;}<br>@font-face<br> {font-family:"Cambria Math";<br> panose-1:2 4 5 3 5 4 6 3 2 4;<br> mso-font-charset:0;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-536870145 1107305727 0 0 415 0;}<br>@font-face<br> {font-family:"Microsoft YaHei";<br> panose-1:2 11 5 3 2 2 4 2 2 4;<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-2147483001 684670034 22 0 262175 0;}<br>@font-face<br> {font-family:Calibri;<br> panose-1:2 15 5 2 2 2 4 3 2 4;<br> mso-font-charset:0;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-536870145 1073786111 1 0 415 0;}<br>@font-face<br> {font-family:SimSun;<br> panose-1:2 1 6 0 3 1 1 1 1 1;<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:3 680460288 22 0 262145 0;}<br>@font-face<br> {font-family:"\@宋体";<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:3 680460288 22 0 262145 0;}<br>@font-face<br> {font-family:"\@Microsoft YaHei";<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-2147483001 684670034 22 0 262175 0;}<br>@font-face<br> {font-family:"\@SimSun";<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:3 680460288 22 0 262145 0;}<br> /* Style Definitions */<br>p.MsoNormal, li.MsoNormal, div.MsoNormal<br> {mso-style-unhide:no;<br> mso-style-parent:"";<br> margin:0cm;<br> margin-bottom:.0001pt;<br> mso-pagination:widow-orphan;<br> font-size:10.0pt;<br> mso-bidi-font-size:11.0pt;<br> font-family:Arial;<br> mso-fareast-font-family:宋体;<br> mso-fareast-theme-font:minor-fareast;<br> mso-bidi-font-family:"Times New Roman";<br> mso-ansi-language:DE;<br> mso-fareast-language:EN-US;}<br>.MsoChpDefault<br> {mso-style-type:export-only;<br> mso-default-props:yes;<br> font-size:10.0pt;<br> mso-ansi-font-size:10.0pt;<br> mso-bidi-font-size:10.0pt;<br> font-family:Calibri;<br> mso-ascii-font-family:Calibri;<br> mso-hansi-font-family:Calibri;<br> mso-font-kerning:0pt;}<br> /* Page Definitions */<br>@page<br> {mso-page-border-surround-header:no;<br> mso-page-border-surround-footer:no;}<br>@page WordSection1<br> {size:612.0pt 792.0pt;<br> margin:72.0pt 90.0pt 72.0pt 90.0pt;<br> mso-header-margin:36.0pt;<br> mso-footer-margin:36.0pt;<br> mso-paper-source:0;}<br>div.WordSection1<br> {page:WordSection1;}<br>--><br></style>
定义
<p class="MsoNormal"><span style="font-size:11.0pt;<br>font-family:"Microsoft YaHei";mso-ansi-language:EN-US;mso-fareast-language:<br>ZH-CN">获取一定预算,在线上给商品做直降促销</span></p><!--EndFragment-->
规则
折扣直接应用设置的比例 。该促销类型只用于线上<br><!--EndFragment--><style><br><!--<br> /* Font Definitions */<br>@font-face<br> {font-family:Arial;<br> panose-1:2 11 6 4 2 2 2 2 2 4;<br> mso-font-charset:0;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-536859905 -1073711037 9 0 511 0;}<br>@font-face<br> {font-family:"Courier New";<br> panose-1:2 7 3 9 2 2 5 2 4 4;<br> mso-font-charset:0;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-536859905 -1073711037 9 0 511 0;}<br>@font-face<br> {font-family:Wingdings;<br> panose-1:5 0 0 0 0 0 0 0 0 0;<br> mso-font-charset:2;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:0 268435456 0 0 -2147483648 0;}<br>@font-face<br> {font-family:宋体;<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:3 680460288 22 0 262145 0;}<br>@font-face<br> {font-family:"Cambria Math";<br> panose-1:2 4 5 3 5 4 6 3 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买X享Y点折扣内赠品
定义
<span style="font-size:11.0pt;font-family:"Microsoft YaHei";<br>mso-bidi-font-family:"Times New Roman";mso-ansi-language:EN-US;mso-fareast-language:<br>ZH-CN;mso-bidi-language:AR-SA">当购买了某一个商品<span lang="EN-US">X</span>之后<span lang="EN-US">,</span>以<span lang="EN-US">X</span>商品的当前限价为基础乘以一个比例<span lang="EN-US">Y,</span>用户可以在<span lang="EN-US">X*Y</span>这个额度内选择赠品</span><!--EndFragment-->
规则
赠品不能单独购买
顾客类
满X金额免邮
(每)满X金额享Y折扣
定义
订单满一定金额享受一定折扣
满X金额享Y赠品
定义
<p class="MsoNormal"><span style="font-size:11.0pt;font-family:"Microsoft YaHei";<br>mso-ansi-language:EN-US;mso-fareast-language:ZH-CN">订单满一定金额送赠品</span></p><!--EndFragment-->
满X金额享Y点折扣内赠品
<span style="font-size:11.0pt;font-family:"Microsoft YaHei";<br>mso-bidi-font-family:SimSun;color:black;mso-ansi-language:DE;mso-fareast-language:<br>ZH-CN;mso-bidi-language:AR-SA">(每)满<span lang="DE">X</span>金额返<span lang="DE">Y</span>券</span><!--EndFragment-->
<span style="font-size:11.0pt;font-family:"Microsoft YaHei";<br>mso-bidi-font-family:SimSun;color:black;mso-ansi-language:DE;mso-fareast-language:<br>ZH-CN;mso-bidi-language:AR-SA">(每)满<span lang="DE">X</span>金额返<span lang="DE">Y</span>积分</span><!--EndFragment-->
<span style="font-size:10.0pt;font-family:"Microsoft YaHei";<br>mso-bidi-font-family:"Times New Roman";color:black;mso-ansi-language:DE;<br>mso-fareast-language:ZH-CN;mso-bidi-language:AR-SA">指定<span lang="DE">X</span>积分膨胀<span lang="DE">Y</span>(倍)积分</span><!--EndFragment-->
定义
指定用户账户内一定积分翻倍使用
<span style="font-size:11.0pt;font-family:"Microsoft YaHei";<br>mso-bidi-font-family:"Times New Roman";mso-ansi-language:DE;mso-fareast-language:<br>ZH-CN;mso-bidi-language:AR-SA">用<span lang="DE">X</span>支付方式满<span lang="DE">Z</span>金额享<span lang="DE">Y</span>折扣</span><!--EndFragment-->
<span style="font-size:11.0pt;font-family:"Microsoft YaHei";<br>mso-bidi-font-family:"Times New Roman";mso-ansi-language:DE;mso-fareast-language:<br>ZH-CN;mso-bidi-language:AR-SA">用<span lang="DE">X</span>支付方式满<span lang="DE">Z</span>金额返<span lang="DE">Y</span>券</span><!--EndFragment-->
<span style="font-size:11.0pt;font-family:"Microsoft YaHei";<br>mso-bidi-font-family:"Times New Roman";mso-ansi-language:DE;mso-fareast-language:<br>ZH-CN;mso-bidi-language:AR-SA">用<span lang="DE">X</span>支付方式满<span lang="DE">Z</span>金额享<span lang="DE">Y</span>积分</span><!--EndFragment-->
子主题
券发放
券生成
<span style="font-size:11.0pt;font-family:"Microsoft YaHei";<br>mso-bidi-font-family:"Times New Roman";mso-ansi-language:EN-US;mso-fareast-language:<br>ZH-CN;mso-bidi-language:AR-SA">需要提前发券的, 券 按照 总预算(总额度)<span lang="EN-US">/</span>券面值<br>生成 券数</span><!--EndFragment-->
券发放
手动触发
<span style="font-size:11.0pt;font-family:"Microsoft YaHei";<br>mso-bidi-font-family:"Times New Roman";mso-ansi-language:EN-US;mso-fareast-language:<br>ZH-CN;mso-bidi-language:AR-SA">发放 到门店, 顾客,员工</span><!--EndFragment--><style><br><!--<br> /* Font Definitions */<br>@font-face<br> {font-family:Arial;<br> panose-1:2 11 6 4 2 2 2 2 2 4;<br> mso-font-charset:0;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-536859905 -1073711037 9 0 511 0;}<br>@font-face<br> {font-family:宋体;<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:3 680460288 22 0 262145 0;}<br>@font-face<br> {font-family:"Cambria Math";<br> panose-1:2 4 5 3 5 4 6 3 2 4;<br> mso-font-charset:0;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-536870145 1107305727 0 0 415 0;}<br>@font-face<br> {font-family:"Microsoft YaHei";<br> panose-1:2 11 5 3 2 2 4 2 2 4;<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-2147483001 684670034 22 0 262175 0;}<br>@font-face<br> {font-family:Calibri;<br> panose-1:2 15 5 2 2 2 4 3 2 4;<br> mso-font-charset:0;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-536870145 1073786111 1 0 415 0;}<br>@font-face<br> {font-family:"\@宋体";<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:3 680460288 22 0 262145 0;}<br>@font-face<br> {font-family:"\@Microsoft YaHei";<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-2147483001 684670034 22 0 262175 0;}<br> /* Style Definitions */<br>p.MsoNormal, li.MsoNormal, div.MsoNormal<br> {mso-style-unhide:no;<br> mso-style-parent:"";<br> margin:0cm;<br> margin-bottom:.0001pt;<br> mso-pagination:widow-orphan;<br> font-size:10.0pt;<br> mso-bidi-font-size:11.0pt;<br> font-family:Arial;<br> mso-fareast-font-family:宋体;<br> mso-fareast-theme-font:minor-fareast;<br> mso-bidi-font-family:"Times New Roman";<br> mso-ansi-language:DE;<br> mso-fareast-language:EN-US;}<br>.MsoChpDefault<br> {mso-style-type:export-only;<br> mso-default-props:yes;<br> font-size:10.0pt;<br> mso-ansi-font-size:10.0pt;<br> mso-bidi-font-size:10.0pt;<br> font-family:Calibri;<br> mso-ascii-font-family:Calibri;<br> mso-hansi-font-family:Calibri;<br> mso-font-kerning:0pt;}<br> /* Page Definitions */<br>@page<br> {mso-page-border-surround-header:no;<br> mso-page-border-surround-footer:no;}<br>@page WordSection1<br> {size:612.0pt 792.0pt;<br> margin:72.0pt 90.0pt 72.0pt 90.0pt;<br> mso-header-margin:36.0pt;<br> mso-footer-margin:36.0pt;<br> mso-paper-source:0;}<br>div.WordSection1<br> {page:WordSection1;}<br>--><br></style>
<span style="font-size:11.0pt;font-family:"Microsoft YaHei";<br>mso-bidi-font-family:"Times New Roman";mso-ansi-language:EN-US;mso-fareast-language:<br>ZH-CN;mso-bidi-language:AR-SA">单据行为触发</span><!--EndFragment-->
例如,旧机券发放
券转增
<span style="font-size:11.0pt;font-family:"Microsoft YaHei";<br>mso-bidi-font-family:"Times New Roman";mso-ansi-language:EN-US;mso-fareast-language:<br>ZH-CN;mso-bidi-language:AR-SA">员工之间券可转赠, 员工可转赠券给顾客</span><!--EndFragment-->
总比例控制
定义
ERP中设置规则,分拆到商品级别
控制
<span lang="EN-US" style="font-size:11.0pt;font-family:"Microsoft YaHei";<br>mso-bidi-font-family:"Times New Roman";mso-ansi-language:EN-US;mso-fareast-language:<br>ZH-CN;mso-bidi-language:AR-SA">DSH</span><span style="font-size:11.0pt;<br>font-family:"Microsoft YaHei";mso-bidi-font-family:"Times New Roman";<br>mso-ansi-language:EN-US;mso-fareast-language:ZH-CN;mso-bidi-language:AR-SA">在提交订单环节需要根据渠道总比例规则,</span><br><!--StartFragment--><span style="font-size:11.0pt;font-family:"Microsoft YaHei";<br>mso-bidi-font-family:"Times New Roman";mso-ansi-language:EN-US;mso-fareast-language:<br>ZH-CN;mso-bidi-language:AR-SA">检查商品折扣是否超过总比例</span><!--EndFragment--><!--EndFragment--><style><br><!--<br> /* Font Definitions */<br>@font-face<br> {font-family:Arial;<br> panose-1:2 11 6 4 2 2 2 2 2 4;<br> mso-font-charset:0;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-536859905 -1073711037 9 0 511 0;}<br>@font-face<br> {font-family:宋体;<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:3 680460288 22 0 262145 0;}<br>@font-face<br> {font-family:"Cambria Math";<br> panose-1:2 4 5 3 5 4 6 3 2 4;<br> mso-font-charset:0;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-536870145 1107305727 0 0 415 0;}<br>@font-face<br> {font-family:"Microsoft YaHei";<br> panose-1:2 11 5 3 2 2 4 2 2 4;<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-2147483001 684670034 22 0 262175 0;}<br>@font-face<br> {font-family:Calibri;<br> panose-1:2 15 5 2 2 2 4 3 2 4;<br> mso-font-charset:0;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-536870145 1073786111 1 0 415 0;}<br>@font-face<br> {font-family:"\@宋体";<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:3 680460288 22 0 262145 0;}<br>@font-face<br> {font-family:"\@Microsoft YaHei";<br> mso-font-charset:134;<br> mso-generic-font-family:auto;<br> mso-font-pitch:variable;<br> mso-font-signature:-2147483001 684670034 22 0 262175 0;}<br> /* Style Definitions */<br>p.MsoNormal, li.MsoNormal, div.MsoNormal<br> {mso-style-unhide:no;<br> mso-style-parent:"";<br> margin:0cm;<br> margin-bottom:.0001pt;<br> mso-pagination:widow-orphan;<br> font-size:10.0pt;<br> mso-bidi-font-size:11.0pt;<br> font-family:Arial;<br> mso-fareast-font-family:宋体;<br> mso-fareast-theme-font:minor-fareast;<br> mso-bidi-font-family:"Times New Roman";<br> mso-ansi-language:DE;<br> mso-fareast-language:EN-US;}<br>.MsoChpDefault<br> {mso-style-type:export-only;<br> mso-default-props:yes;<br> font-size:10.0pt;<br> mso-ansi-font-size:10.0pt;<br> mso-bidi-font-size:10.0pt;<br> font-family:Calibri;<br> mso-ascii-font-family:Calibri;<br> mso-hansi-font-family:Calibri;<br> mso-font-kerning:0pt;}<br> /* Page Definitions */<br>@page<br> {mso-page-border-surround-header:no;<br> mso-page-border-surround-footer:no;}<br>@page WordSection1<br> {size:612.0pt 792.0pt;<br> margin:72.0pt 90.0pt 72.0pt 90.0pt;<br> mso-header-margin:36.0pt;<br> mso-footer-margin:36.0pt;<br> mso-paper-source:0;}<br>div.WordSection1<br> {page:WordSection1;}<br>--><br></style>
超过的话就订单提交不成功
促销类型叠加、互斥生效说明
促销优先级
单渠道 > 全渠道(例如线上的优先于全渠道的促销)
小范围 > 大范围(例如新街口店优先于南京市的促销)
单品 > 品牌 > 品类
促销创建互斥设置方式
互斥与命中规则
绝对互斥
线下渠道,全部返回给前端,导购决定
相同类型
同类型的符合条件促销,命中最新促销
不同类型
顾客选择应用一或多个促销
来源
CEC建立营销活动
DSH建立具体促销规则
费用承担部门检查规则
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