问答题

山东某美容院推出一项新的答谢新老顾客的促销措施。凡在该美容院购买年卡和半年卡的顾客，如在 2017年继续购买年卡和半年卡，则在年卡和半年卡的折扣基础上，半年卡多享受0.5折，年卡多享1折。而且，今后每年如此，直至折扣为0，便可终生享受该美容院的免费服务。新顾客也可在未来的消费中享受该措施:如果拥有 2016年年卡享受 6折的消费者，2017年购买卡则享受 5折，2018年购买年卡则享受 4折。综合数据显示如下： 促销目的:稳定老客户，吸引新客户。 促销对象:美容院的固定消费人群。 促销项目:美容服务“年卡”“半年卡”。 促销工具:退费优待(现金退费)会员营销、口碑宣传。 促销诱因:累计折扣。促销时机:春节答谢老顾客。 促销理由:对老顾客的常年消费、支持给予回报。 促销方式:年度的现金累计折价退费。 促销地点:美容院。促销时间:长年举办。 促销人员:美容院全体员工。 促销效果:促销措施宣布后的一周内，有100余名消费者购买了该美容院的年卡和半年卡，同时仍有人陆续咨询。 —案例选自《市场营销基础第2版》闫春荣主编，电子工业出版社，2018年2月 阅读案例回答下列问题： 1. 试分析该活动的成败并解释原因。 2. 针对本次促销活动，给出促销建议。

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City walks step up in popularity By XIN WEN | China Daily Global | Updated: 2023-07-26 07:03 https://www.chinadaily.com.cn/image_e/2020/facebook.png https://www.chinadaily.com.cn/image_e/2020/twitter.png https://www.chinadaily.com.cn/image_e/2020/linkedin.png https://www.chinadaily.com.cn/image_e/2017/more_art.gifhttps://www.chinadaily.com.cn/image_e/2017/app.gif da17060a9ce04e31b3b8b36d1338f8df People pose for a photo during a city walk in late May around Shunchang Road in Huangpu district, Shanghai. CHINA DAILY Organized cultural, historical tours finding favor with travelers, residents For Fang Rui walking the streets of Nanjing, the capital of Jiangsu province, and taking in the buildings and culture of the historical city is almost a daily routine. Born and raised in Nanjing, the 28-year-old works as a landscape designer in the city after studying overseas for several years. After she returned home she found that walking through the city, visiting and observing cultural and historical sites, gave her life new meaning. In May, Fang organized a free city walk for around 50 people who came from all over the country to experience a deeper connection with Nanjing. The city-walk pastime of following planned routes to explore a city’s history, culture and urban environment originated in London. The pastime is now attracting a growing number of followers in China, with many young people taking part. The scale of the trend is hard to measure, but widely shared social media posts document different routes in various metropolises with detailed descriptions and pictures. On Xiaohongshu, a lifestyle-sharing platform, the hashtag “Holiday citywalk” has more than 470 million views. Data from Tongcheng Travel, a travel agency based in Suzhou, Jiangsu province, shows that travel searches related to “city walk” increased by 108 percent in July from the previous month. Walking routes in Beijing, Xi’an, Shaanxi province, Chengdu, Sichuan province, Suzhou and Changsha, Hunan province, have attracted great interest from young travelers. For tourists as well as locals not fully familiar with a city’s history and culture, the organized walks are an authentic and immersive experience. Walk organizers provide the information and are passionate and care about a city’s cultural heritage. They also have a more personalized and deeper understanding of their city, which goes beyond just visiting iconic landmarks. Different to regimented travel, where people try to visit as many places as possible in the shortest amount of time, city walks allow people to linger and absorb the surroundings. Bonding with city Fang’s organized walk in May through Nanjing’s Qinhuai district renewed her bond with the city and helped the tour participants better understand its cultural heritage in a tangible and interesting way. She chose to walk in Cinna Lane, or Xinan Li, a tourist area that is not as popular or famous as other Nanjing landmarks such as Fuzimiao Confucius Temple or Sun Yat-sen Mausoleum. The district has preserved various historical buildings, with the most well-known being the former residence of the scholar Gan Xi, which was built during the reign of the Qing Emperor Jiaqing (1796-1820). In terms of its grand scale and layout, it is believed to be the largest and most complete ancient residential building compound in China. The walk began at 10:30 am on May 28 and lasted about 90 minutes, with Fang’s group covering a distance of 3.91 kilometers. Two ancient sites in Pingshi Street, the main historical thoroughfare in Cinna Lane area, are worth exploring, she said. One is the Daqiao Bridge located at the street’s northern end, where writers and poets gathered in ancient times during Lantern Festival in the first lunar month. The other is a Jiangxi Guild Hall, also known as a Wanshou Palace, on Pingshi Street, which was said to be built for the birthday celebration of Empress Dowager Cixi (1835-1908) during the Qing Dynasty (1644-1911). During urban renewal, residents living in the old buildings along Pingshi Street were moved out, Fang said, but the historical structures were left standing. No. 89 residential building, constructed in the Republic of China era (1911-49) and located at the intersection of Pingshi Street and Pingzhang Alley, remains intact. Its weathered iron gate features an old-fashioned lion lock and symmetrical double doors are embedded in the horsehead wall. The features convey a feeling of stepping back in time. “One of the aims of our city walks is to also let participants become witnesses to the transformation of the city itself,” Fang said. “They may propose their own ideas about the future urban development of a historical neighborhood,” she said, adding this makes them feel part of the city and shows they care about the local community, the living environment and “the rapid process of urbanization”. 2 City walkers explore historical alleyways in Shanghai in late May. CHINA DAILY Fang, who went to an elementary school near Pingshi Street, said the area used to be a labyrinth of alleys where houses were internally partitioned off to allow for more occupants. However, many of the buildings had structural damage and hygiene problems, and in 2009 a restoration project began. The district government restored 63 buildings listed under cultural relic protection. Some other old buildings that did not have such protection were also preserved through partial restoration work, according to the city’s historical and cultural street development company. “There were many lively scenes in this neighborhood about 20 years ago, such as the locals starting their day by flocking to the market to buy fresh vegetables. The alleys teemed with people pedaling bicycles, and various stalls that were on roadsides have now vanished,” Fang said. “Though the area is quite tidy now and the old buildings along the street have retained their original appearance, the hustle and bustle of city life seems to have gone in these alleyways. I feel a bit sad about that.” The balance between urban development, retaining the appearance of historical buildings and allowing people to live in historical areas may need more consideration, she believes. After walking the streets and alleys of Cinna Lane, Fang and her group couldn’t resist a pidu (pork rind) noodle shop across from the No. 89 building on Pingshi Street. “It was near noon, and the tantalizing aroma of boiled pork rinds filled the air and drew us inside,” she said. “I noticed that the shop belonged to an old chain of local gourmet restaurants in Nanjing. By noon, many residents who had once lived nearby had come to taste the authentic flavor of the fresh pidu noodles on the street corner. “It was that moment that touched me. By preserving a few local noodle or pancake shops, the locals’ memories of their past lives were revived. Even if the neighboring areas have been completely commercialized, their memories of the old town can still be kept.” Designing city-walk routes like Fang’s require time and effort. Fang said she spent about a month researching routes for Nanjing’s southern area and adjusted the walking map three times. She believes such routes are worth mapping out as “innovative exploration” helps ensure that tiny changes to urban environments don’t go unnoticed. 3 Young people participate in a city walk tour on Pingshi Street in Qinhuai district, Nanjing, in May. CHINA DAILY Gateway to relaxation In addition to the educational aspect of the city walks, they also provide good exercise and can help relieve the stress of the work week. Many participants say what they like the most about city walks is the physical aspect, adding the activity is a “gateway to the weekend” and helps them relieve work stress. Zha Beibei, 28, works at China’s biggest internet company, Baidu, and has lived in Beijing for almost 10 years. She likes to stroll the streets of the capital after work and at weekends. Her routes are not fixed, but she usually has a rough idea of where she wants to go before she sets out. “Last year, I started going out regularly for walks,” Zha said. “I would have dinner in the downtown area of Beijing every weekend, then take a walk along the streets exploring interesting cafes. This has become my primary form of exercise.” Other outdoor activities such as mountaineering or hiking usually require lengthy periods of walking, but Zha said with city walks she can get her exercise and also have a meal or go shopping. “It’s a leisurely and enjoyable way that involves exercise with multiple elements,” she said. “The relaxation is addictive and these journeys of exploration have been very happy experiences.” After the COVID-19 restrictions were lifted in December, Zha’s city walks become more detailed and her routes plotted paths to pleasurable pursuits. In January, she set out in search of cocktails on Friday evenings. After finishing work at around 8 pm, she would have dinner with her friends at a Japanese restaurant near the Drum Tower in Beijing’s Dongcheng district or a burger and fries at a nearby eatery. Following the meal, she and her companions would walk for about 10 minutes along Andingmennei Street to reach a cocktail bar. After that, they would stroll along Drum Tower East Avenue to Houhai Lake to enjoy the night scene, passing by the iconic Drum Tower and Bell Tower. When they had completed their ramble around the lake, they would stop at a tavern for another drink. At around 11 pm, Zha and her friends would head home. 4 Zha Beibei pauses during a city walk around the Drum Tower and Bell Tower in Beijing in spring. CHINA DAILY In May, as summer approached, she took a 3.7-kilometer walk through the streets and alleys of Dongsi subdistrict in Dongcheng district. Along the way, she passed art galleries and bookstores as well as landmarks such as the Peking University Red Building and the former site of the Sino-French University. On one of her walks Zha was surprised to find a small restaurant that offers biangbiang noodles — a popular dish from Xi’an, Shaanxi — behind the National Art Museum of China. “I had never noticed it before,” she said. “The food there is delicious and I have recommended it to my friends who have yet to try it.” Closer to home While city walks are the current trendy pastime, many experts question their long-term popularity. On travel platforms such as Trip.com, Fliggy and Mafengwo, city walks are the first choice for budget travelers. Some cities have even included them in their cultural tourism plans. Shanghai, ranked the best location in China for city walks, has set up special routes for tourists to experience the old architecture and the modern city. “In an ever-changing city, its ongoing dynamics are hard to tell unless you walk along a street and see the old houses undergoing changes,” said Jin Yi, a researcher with the School of Social and Behavioral Sciences at Nanjing University. Jin believes the renewed interest in urban environments is largely due to the COVID-19 epidemic, which forced city dwellers to notice what is happening in the vicinity of their homes. Places that may have been only a few kilometers away from residents’ homes were suddenly of interest after being ignored for a long time. 5 Visitors wander through Cinna Lane, or Xinan Li, in downtown Nanjing, capital of Jiangsu province. CHINA DAILY “In the post-pandemic era, areas where people live are being paid attention to again,” Jin said. As new technologies erode the idea of proximity, the sense of belonging to a community has also dwindled, he said. City walks help people refocus on what is within proximity of them, and provide residents with a reminder of their urban surroundings. Residents’ “mental maps” of their city can also be reshaped during city walks, Jin said. Awareness of physical surroundings and the nuances of daily life are sharpened by taking walks. “By observing other people’s lives, we gain insight into our own lives, which at least enables us to establish a stronger sense of connection and helps us find a sense of purpose in bustling urban cities,” he said. However, Jin was uncertain about the long-term commercial success of city walks. While the cost of a trip under 100 yuan ($14) is “not that expensive”, the walk planners must have a deep understanding of the city. “The return on investment is difficult to quantify, and the sustainability of city walks as an emerging industry is uncertain,” he said. However, Jin added that, “by understanding and caring about buildings and places that exist in a city”, residents can “experience something new and touch the fabric of a city”.

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患者，女性，68岁，肥胖，糖尿病病史15年，间断口服降糖药物11年后换用胰岛素4年，每天55单位，蛋白尿5年，足部溃疡3个月，伴视物模糊、\\\”飞蚊症\\\”，手脚末端麻木发凉，饮食不规律，餐前或运动后偶有心慌、出汗、明显饥饿感，现血糖忽高忽低入院该患者发生了哪些糖尿病并发症？血糖管理应注意哪些问题？希望你能给患者提供健康指导。

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患者，男性，61岁，既往体健，近期经历了一次前壁心肌梗死。患者吸烟25年，每天抽1包烟，体重为99kg，身高为180cm，体重指数达30.6。患者血压、血脂和血糖值正常，在心肌梗死前经历过严重的心理应激。 患者心脏病变为左冠状动脉前降支中段几乎被血栓完全堵塞，故对其进行了直接经皮冠状动脉介入治疗手术。手术在心梗症状出现2小时内进行，手术成功。术后患者由于右股动脉穿刺处出现血肿进而卧床一周。冠状动脉造影没有发现其他病变，左心室功能基本正常。 患者住院第五天出院，急性冠状动脉综合征后口服阿司匹林、氯吡格雷、雷米普利（2.5mg，口服，每天1次）、比索洛尔（2.5mg，口服，每天1次）及普伐他丁（40mg，口服，每天1次）。 出院一周后患者开始下床并来回活动，自感头晕、恶心，胸部不适，这种不适与心梗发作时的症状性质不同，当他躺下休息时会立刻缓解。超声心动图检查未发现心包积液。心梗发病3周后他主动联系我们进行C反应蛋白检查。 这位患者应该怎样进行心脏康复？希望你能给患者提供健康指导。

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患者，女性，68岁，双膝关节疼痛数年，遇寒遇冷加重，步行长时间则疼痛加重，疼痛以酸痛为主，平地步行可，上下楼梯常有不适，症状呈进行性加重。一月前劳累后双膝疼痛加重，平地步行亦有疼痛，伴肢体软弱无力，走路困难。查体见双侧髌周压痛，髌股碾磨试验（+），浮髌征“-”。X片示双膝关节退变，关节间隙轻度窄变，髁间及髌周有增生表现。请问该患者机体的哪一部分可能出了问题?

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患者，女性，55岁，患者于今日上午走路时不慎跌倒，右上肢着地，立即引起右前臂远端肿痛、功能障碍，局部可见淤青，患者摔伤后无头晕、头疼，否认当时有昏迷，呕吐，腹痛等病史，未进行外固定及其他治疗。急诊X线示：右侧桡骨远端骨折。入院查体见：患者神清，精神可，无胸闷胸痛，无恶寒发热，无腹胀腹痛，胃纳可，睡眠一般，大小便可。局部压疼，活动受限，右前臂远端肿胀，舌淡红，苔薄白，脉弦。X线示：右桡骨远端骨折，骨折远端稍向外侧移位，骨折线为螺旋形，余各骨未见明显异常，局部软组织肿胀明显。请问该患者外伤后，可能会给她带来哪些功能障碍?

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