【摘要】随着科技水平的迅猛发展和人类社会的不断进步，商品经济已逐渐深入人心。在商品经济的作用下，企业想赢得市场垄断地位，从而获取更多的利润和市场份额；消费者则想通过购买价廉物美的商品得到实惠。基于此，不少企业利用了消费者的这一想法，采取了诸如不正当低价销售、虚假降价等不合法的“降价促销”行为来欺骗消费者，由此引发了消费者对低价商品的不信任以及各个企业之间的价格大战。虽然国家出台了《价格法》和《反不正当竞争法》对相关不法行为加以约束和制止，但还是有不少企业通过钻法律上的漏洞进行低价倾销。本文通过对商品降价促销合法性与非法性的研究分析，指出企业不应为了赢得竞争而盲目降低产品价格，排挤竞争对手。一个良性的行业竞争环境需要国家和整个行业共同营造。只有这样，合理合法的降价促销行为才能真正得以维护和实施。

【关键词】商品降价促销   不正当低价销售   低价倾销   行业竞争环境

Abstract: With the rapid development of science and technology level and human society advances, the commodity economy has gradually thorough popular feeling. Under the action of commodity economy, enterprises want to win the dominant market position, to gain more profit and market share; Consumers want to buy cheap and good commodities through benefit. Based on this, many enterprises use the consumers’ thinking to take the lower-than-normal price sale, such as illegal “depreciate sales promotion” behavior in order to cheat customers, which caused the consumer to lower prices distrust between enterprises and the various price wars. Though the country has issued price and anti-unfair competition law related to constrain and stop the infringement, but there are still many enterprises through the drill legal loophole for dumping at low prices. This article through to commodity depreciate sales promotion legality and illegality of research and analysis, points out that the enterprise should not lower product price blindly and exclude competitors in order to win the competition. A healthy industrial competition environment requires countries and the whole industry to build jointly. Only in this way, the legitimate to depreciate sales promotion behavior can really be maintenance and implementation. 

Keywords: Commodity Depreciate Sales Promotion   Lower-than-normal-price sales   Dumping at low prices   Industry competitive environment