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首页 基于4I理论的微信、微博与支付宝红包营销策略比较研究.doc

基于4I理论的微信、微博与支付宝红包营销策略比较研究.doc

基于4I理论的微信、微博与支付宝红包营销策略比较研究.doc

Morton卫梁 2017-09-02 评分 0 浏览量 0 0 0 0 暂无简介 简介 举报

简介:本文档为《基于4I理论的微信、微博与支付宝红包营销策略比较研究doc》,可适用于综合领域,主题内容包含基于I理论的微信、微博与支付宝红包营销策略比较研究兰州大学管理学院:张冬茜指导老师:苏云摘要:年春节一项名为“抢红包”的活动风靡全国两大社交平台与全符等。

基于I理论的微信、微博与支付宝红包营销策略比较研究兰州大学管理学院:张冬茜指导老师:苏云摘要:年春节一项名为“抢红包”的活动风靡全国两大社交平台与全国最大的电子商务平台同场竞技引发了各路媒体、学术界人士及普通群众的大量讨论。本文将结合SWOT分析与整合营销理论对腾讯微信红包、支付宝红包及微博红包的成功推广进行分析、以比较与总结。关键词:微信红包淘宝微博营销策略一、线上红包线上红包是指互联网综合服务提供商、电子商务公司借助第三方支付工具组织线上活动向客户派送红包或提供客户向他人派赠红包的平台的活动。本文主要涉及三种网络红包。(一)微信红包微信红包是腾讯旗下产品微信推出的一款应用微信红包分为普通等额红包和拼手气群红包。普通等额红包是根据设置的单个红包金额和红包个数支付成功后生成固定金额的红包然后进行发送的而拼手气群红包是根据设置的红包个数和红包总金额支付成功后由系统生成随机金额的红包然后进行发送的。(二)支付宝红包支付宝红包功能分为两种:讨红包和发红包。讨红包又分为向支付宝好友、QQ好友及来往朋友讨要红包三种模式。发红包则包括个人红包、接龙红包、群红包、面对面红包四种。其中个人红包和群红包分别对应微信红包的普通等额红包和拼手气群红包在此不再介绍。接龙红包是面向好友和群的红包最先猜中红包金额的一方获得该红包。面对面红包顾名思是指现实中的朋友以玩游戏的方式抢红包。支付宝红包讨红包发红包来往朋友个人红包面对面红包群红包接龙红包支付宝好友QQ好友(三)微博红包微博红包包括三种形式现金红包群组红包和粉丝联名红包。其中现金红包和群组红包别对应微信红包的普通等额红包和拼手气群红包在此不再介绍。粉丝联名红包是指用户进入他人红包主页中赞助他人红包即可与被赞助用户一起发红包的红包形式另外抽中你与被赞助人一起发的红包的用户将会成为你的粉丝。二、SWOT分析(一)微信红包()优势用户基数庞大遍布各行各业有利于关系营销。微信于年推出截止至年底微信的月活跃用户量已达亿人次。庞大的用户基数、复杂的关系网络以及人们的从众心理使得微信红包活动能够迅速达到“一传十十传百”的宣传效果。满足用户需求为用户提供人性化、情感化服务。微信红包的推出占尽了“天时地利人和”天时即春节前夕地利即良好的社交网络平台人和即符合中国传统文化。微信红包将中国发红包习俗从线下活动发展成线上活动契合了年轻一代传达友情的需求并通过用lineofthebusthroughthelistofmadeamoredetailedprovisions,applymoreoperationalSevenisincreasedthearticle,inviolationoftherelevantprovisionsofthe,toparticipateinpublicfundstopayfordinner,highconsumptionofentertainment,fitnessactivitiesandpublicfundstobuygift,sendgiftstomaketheprovisionsofthedispositionOntheviolationofthecentralprovisionsofthespiritoftheeight,inadditionto><newregulationsinto"violationofhonestyandselfdiscipline"misconductoutside,isdifferentwiththeoriginal<Regulations>,revised<rule>clearlydefinednotonlytodispositionofthedirectlyresponsiblepersons,butalsodisposeofcollarGuideresponsibilities()increasedtradingrights,useofauthorityorpositioninfluenceasrelativesandclosetoprofitviolationofthetermsofthe<NewRegulations>absorption<cleanpoliticsseveralguidelines>therelevantprovisionsspirit,increasethe"negativelist,includingtradingrights,thefunctionsandpowersordutiesofinfluenceasrelativesandstaffaroundprofitIncreaseArticle"mutualuseofofficeorauthorityringforeachotherandtheirspouses,childrenandtheirspousesandotherrelatives,aroundpersonnelandotherspecificrelationshipbetweenthepeopletoseekbenefitsengageintradingrights,givenawarningorseriouswarningSanctionsifthecircumstancesarerelativelyserious,givingremovedfromorplacedonprobationwithinthepartypostifthecircumstancesareserious,shallbeexpelledfromthepartyIncreaseArticle"connivance,acquiescencetothespouse,childrenandspouseetcrelativesandstaffaroundtheeffectofPartymembersandcadrespersonalauthorityorpositionforpersonalgain,ifthecircumstancesarerelativelyminor,givenawarningoraseriouswarningifthecircumstancesarerelativelyserious,givingremovedfromorplacedonprobationwithinthepartypostifthecircumstancesareserious,thegivenExpelledfromthepartyPartymembersandcadresofthespouses,childrenandtheirspousesdoestheactualworkandgetsalaryoralthoughtheactualworkbuttoreceivesignificantlybeyondthesameranksalarystandard,Partymembersandcadresinformedfailstocorrect,inaccordancewiththeprovisionsoftheprecedingparagraph"()aboutthegifts,giftsmisconductfromhandlingpracticesinrecentyears,engagedinofficialcadresreceivedgifts,giftsproblemsmoreprominentThishasseriouslyaffectedtheimageofPartymembersandcadres,damagedtherelationsbetweenthepartyandthemasses,andisahotbedofcorruption,isreallynecessaryforthiskindofbehaviortobedisciplined<rule>noonacceptinggifts,gifts,Cardconsumptionbehaviortoengageinsimple"onesizefitsall",butthedifferencebetweenthedifferentseparatelyOneisinaccordancewiththeprovisionsofArticle,acceptingmayaffecttheimpartialenforcementoftheofficialgifts,gifts,consumercardstodependingontheseriousnessofthecaseshallbegivendisciplinarysanctionsThatistosay,formayaffectthefairexecutionofbusinessgifts,gifts,consumercardsarenotallowedtoacceptisinaccordancewiththeprovisionsofArticle,acceptingwassignificantlyhigherthannormalceremonyisstillexchangesofgifts,gifts,consumercardtodisciplinaryactionThisisnewregulationsthatdailylifeispurelyreciprocity,acceptingthesamething,boys,fellowfriendsgifts,gifts,shoppingcards,althoughandfairexecutionofbusinesshasnothingtodo,alsowanttoasthecaseshallbedealtwith,thesituationisobviouslybeyondnormalreciprocity"Thesocalled"reciprocity",oneisemphasizesthereciprocalinprotocolInotherwordsisyoutomehow,Itoyouhow,notonlydoesnotgoThesecondistosignificantlyexceededthenormallocaleconomylevel,customsandhabits,economiccapacityofindividualgifts,giftvalueSpecificsanctionstoaccordingtotheprocessingofavarietyoffactorstoconsider,asappropriateThethirdistherootaccordingtotheprovisionsofArticle,"toEngagedinpublicservicepersonnelandtheirspousesandchildren,children'sspousesandotherrelativesandotherspecificrelationshippresentedMingXianchaonormalreciprocityofgifts,gifts,consumercard,ifthecircumstancesarerelativelyserious,givenawarninguntilprobation"Inaccordancewiththeaboveprovisions,giftgivingsignificantlybeyondthenormalreciprocity,giverconstitutethediscipline()onillegaltradingofstocksorofotherregulationsofsecuritiesinvestment<>ArticleisengagedinpunishmentregulationofcampandactivityinviolationoftherelevantprovisionsonAmongthem,will"buyingandsellingstocksorinothersecuritiesinvestment"columnasoneofdisciplinarycasesOutFirstneedtobeclear,><regulationsdidnotchangetheprovisionsoftheOrdinanceTheordinanceoftheprovisionsofthesecondparagraphofArticleprovisions"who,inviolationoftheprovisionsofthesaleofstocks"isoneoftheviolation,andatthebeginningofthefirstparagraphofthisarticle"violationofagainsttherelevantprovisionsofthe"textualrepresentationoftherepeatrevisionIn,justfromthelegislativetechniqueremovedthe"personal"inviolationoftheprovisions,contentandnottochangetheoriginalprovisionsNeedtoclearis,"buyorsellastockorofothersecuritiesinvestment"referstoviolationoftherelevantprovisionsreferstoinApril,thePartyCentralCommittee,theStateCouncilpromulgatedtheOntheworkofthepartyandgovernmentorgansstaff'spersonalinvestmentinsecuritiesifdryprovisions>AccordingtotheprovisionsofArticle,useofworktime,officefacilities,thesaleofstocksandsecuritiesinvestmentfundbelongstoillegalbehaviorThefourthquestion,abouttheviolationofthemassesofthedisciplinaryactions<newregulations>wouldviolatepublicdisciplinebehaviorofasinglesetofaclassofrestored"threerulesofdisciplineandeightnote"inthedisciplineofthemassesofexcellenttraditional<NewRegulations>Chapter"toviolatethemassesofdisciplinaryaction",mainlythedestructionoftheparty'sclosetieswiththemassesofmisconductmadeprovisionsondisciplinaryenrichandperfectthesuperstandard,beyondthescopeofXiangQun<Alltoraisefundandlabor,inforinvolvingthepublicaffairsdeliberately,chinakayao,insocialsecurity,policysupport,disasterrelieffundsandmaterialsandothermattersassignedanykindandaffectionatefriends,obviouslyunfairactsagainsttheinterestsofthemassesofthedisciplinarytermsincreasethetermsnotinaccordancewiththeprovisionsofthepublicpartyprovided,government,factoryandvillage(neighborhood)providedetcviolationofthepeople'srighttoknowthebehaviorofthedisciplineThefifthissue,ontheviolationofworkdisciplineviolationofworkdisciplineadded"negativelist,includingPartyorganizationscarryoutstrictlyMainresponsibilityforpoordisciplineterms()thenewpartyorganizationcomprehensivestrictlythemainresponsibilityofthepartydoesnotfulfilltheorperformpoordisciplinaryterms<NewRegulations>hasaleadpeopletopayattentiontothenewterms,thatis,inchapterten"ontheviolationofworkdisciplinebehaviorpunishment"increaseintheonehundredandfourteenth"partyfailtoperformcomprehensivestrictlythemainresponsibilityofthepartyortoperformcomprehensivestrictlythemainresponsibilityforadministeringtheineffective,resultinginseriousdamageorseriousadverseeffects,tothepersondirectlyresponsibleandtheresponsibilityofleadershipandgiveawarningorseriouswarningThesituationisserious,givingremovedfromtheirpartypostsoronprobationPunishment"HerethechangesForthefirsttime,themainresponsibilitywrite<rule>()newshallreportdoesnotreportorfalsereportingdisciplineshallincreasethebar"inthehigherlevelunitstochecktoinspecttheworkorreporttotheparentunit,workreportofshallreportthemattersdonotreportordonotreport,causeseriousdamageorseriousadverseeffectsof,tothepersondirectlyresponsibleandtheresponsibilityofleadership,togivewarningoraseriouswarningifthecircumstancesareserious,givingremovedfromtheirpartypostsorplacedonprobation"Forexample,duringthetourvisitstotheregion,theunitMemberstheobligationtotheinspectionteamstoreflectthetruesituation,toconcealnotreportedorintentionallytotheinspectionteamstoprovidefalseinformation,causingseriousdamageorseriousadverseeffectsof,thepersondirectlyresponsibleandtheresponsibilityofleadershipshouldbeinaccordancewiththeprovisionsof<rule>Articletogivetheappropriatepunishment()thenewnotgrantedinaccordancewiththeprovisionsofpunishment,notaccordingtotheprovisionsoftheimplementationofdisciplinarymeasuresviolationoftheprovisionsofArticle"Partyorganizationshaveoneofthefollowingcircumstances,thedirectleadershipresponsibilityProbation:membersweresentencedpunished,inaccordancewiththeprovisionsgivedisciplinaryactionorinviolationofstatelawRulesofbehaviorshouldbegivendisciplinarypunishmentanddisposeofdisciplinarypunishmentbydecisionorcomplaintreviewthedecisionmade,notinaccordancewiththeprovisionsoftheimplementationdecisionsonpunishmentoftheparty,position,rank,andthetreatmentofthemattersPartymemberssubjecttodisciplinaryaction,notinaccordancewiththecadremanagementauthorityandorganizationalrelationshipsofbydisposeofPartymemberstocarryouteducationandsupervisionofdailymanagement"Whatneedstobepointedoutis,"cliff"demotedwithcars,housing,secretaryproblem,implementationisnotadisciplineandpartypostsandrankstreatmentbytheorganizationdepartmentisresponsiblefortheimplementation,withcars,housingbythelogisticsdepartmentisresponsiblefortheimplementationof,JiCommissionresponsibleoversightresponsibilitiesThesixquestions,abouttheactsviolatingthedisciplineoflife"inviolationofdisciplineoflifebehaviorpunishment",mainlyto"fourwinds"problemsandaseriousviolationofsocialmorality,familyvirtueactsofmisconductmadeprovisionsondisciplinary,anincreaseofextravagantlife,contrarytothesocialpublicorderandgoodcustomsdisciplinarytermsWorthmentioningis,><RegulationsinArticleabout"adultery""mistress(Cardiff)formulationinthenew<rule>isremoved,toexpandthescopeofArticleprovisions"andothershairimpropersexualrelations,letfacedisciplinaryactionWidermorestrictFour,andearnestlydoagoodjobinthe<code>and<rule>implementsystemoflifeliesinexecution<code>and<Regulations>isPartyorganizationsatalllevelsofastrongconstraintandallPartymembersfollowLearningandimplementingthe<code>and<rule>ispartycommittees(party),commissionfordiscipline,disciplineinspectiongroup),themajorityofPartymembersandcadresofthecommonresponsibility,mustpartycaughttogether,thepartyoneexecution()Partycommittees(party)andplayandimplementcomprehensivestrictlythemainresponsibility,paysspecialattentiontothetwopartyregulationslearningcrosspenetrationOneistoAdheretothepartyconstitutionisfundamentaltofollow,andresolutelysafeguardtheauthorityofthePartyChapterThesecondistoadheretotheproblemoriented,tostrictlypoliticaldisciplineandpoliticalrulemomentsinthefirstplaceThethirdistoadheretothedisciplineandrulesquiteinfrontmustnotallowthebottomlinetobreakthedisciplineThefourthistoseriouslyorganizethestudyofpropagandaandeducation,inthecitypartymemberstocreateadisciplined,abouttherulesofthestrongatmosphere(II)CommissionforDisciplineInspectionatalllevels(DisciplineInspectionGroup)toanimportantbasisfortherevisedtwopartyregulationsas,adheretoeasilyblame,strengthensupervisionandenforcementAndearlymethodincombiningJi,increaseaccountabilityeffortsOneistotworegulationswithinthepartyimportantbasis,adheretothepartyconstitutionduties,withstrictdisciplinetomaintaintheconstitutionauthorityThesecondistoadheretohighstandardsandkeepthebottomline,adheretoJiYaninlawanddiscipline,thedisciplineandrulesquiteinfront,graspinggraspingsmall,easilyblame,comprehensiveuseofsupervisionanddisciplineof"fourkindsofform"inthedisciplineembodiesthestrictrequirementsandcareforthediscipline,tightenup,YanAccordingtodisciplineinaccordancewithregulationstocarryoutdisciplinaryreviewIncreasetheviolationspunishment,cluescaninitiateaninvestigationonthetrialofcasesAccordingtothedisciplineontheprovisionsoftheproportionofprocessingandcontrolmanagermaintainsdisciplineTofocusoninvestigatingnonconvergence,don'taccepthandseriousdisciplinaryviolationsatthesametime,paymoreattentiontothegeneralreviewofdisciplinebehavior,andgraduallyincreasethelighterpunishmentFouristoilluminatetwopartyregulations,combinedwiththelocaldistrictoftheDepartmentofpartyconductLianzhengtorelevantlawsandregulationssystemclean,timelyresearchproposestoestablish,change,wastereleaseopinion,avoidconflict,andthefastensystemofcage,andgraduallyformednotrot,notrot,notwanttorotsystemandworkingmechanism()theleadershipofthepartymembersandcadresshouldplayanexemplaryroleTherateofhigherconsciousnessofthefrontoftheOrdinancetoleadpracticeselfdisciplinenorms,leadingtomaintaindisciplineofseriousnessandauthorityOneistheaboverate,demonstrationandguidance,taketheleadinlearningandmasteringthe<code>and<>therequirementsandregulations,dothedeepunderstanding,learningtouseThesecondistoplayanexemplaryroleinabidingbydisciplinerate,taketheleadinpracticingselfdisciplinenorms,firmlyestablishbeforethedisciplineareequal,thesystemhasnoprivilege,disciplineisnoexception,andconsciouslydostandards,requiremorestrictmeasuresmorepracticalThirdistoconsciouslyacceptsupervision,conscientiouslyparticipateinthedemocraticlifeanddebriefinghonestyresponsibility,suchasRealtothepartyorganizationtoreportpersonalmatters,andtoacceptthesupervisionoftheworkandlifeofthenormal,habitsunderthesupervisionoftheexerciseofpower,tocarryouttheworkThefourthistosetanexampleforthestrictenforcementofdisciplineLeadingcadresshouldtaketheleadinthemaintenanceofdisciplineofseriousnessandauthority,todaretoseriously,daretostruggle,daretooffendpeople,formisconductnotlaissezfaire,butdonotindulge,nottoleratetoensurethepartyconstitutionofpartycompassespartyputinplace()themajorityofPartymembersandcadrestosethighstandardsandholdthebottomline,consciouslyabidebythe<code>and<rule>Oneistocontrolthe<standard>and<cases>,tightCloseconnectionwiththeirownthoughts,practicalworkandlife,effortstosolvetheproblems,toenhancethestudyandimplementoftheeffectivenessandpertinenceThesecondistoestablishahighstandardandholdthebottomline,consciouslyintheselfdisciplinepursuitofhighstandards,strictlyinthepartyawayfromtheredlinediscipline,discipline,abouttherulesandknowfear,distrust,theformationofthehonorsystem,complywiththesystem,safeguardsystemofgoodhabitsRegulationsanddisciplineregulationsof<<NewRevisionoftheCommunistPartyofChinacleanfingeredselfdisciplinecriterion>and<ChineseCommunistPartyDisciplinaryRegulations>isthePartyCentralCommitteeinthenewsituationtopromotethecomprehensivestrictlyrootofthelift,theregulationsofthepartyconstructionofkeepingpacewiththetimesWeshouldstudyandimplementtheStandards>and<>astheprimarypoliticaltask,adheretothepartyconstitutionduties,adheretothedisciplineof,JiYaninlaw,thefullimplementationofsupervisionanddisciplineaccountabilityresponsibilitiesforcoordinationandpromotion"fouroverall"strategiclayoutinXXDistrictvividpracticetoprovideastrongguaranteeSiJianWu,andeffectivelyenhancetheimplementationoftheimplementationofthe<code><>TheconsciousnessofGeneralSecretaryXipointedoutthatthepartyisinchargeoftheparty,tomanagethepartystrictly,itcancuregoodpartyCriterion>and<rule>keeppacewiththetimesisourpartytoformanewpotentialstrictlyrules,todeepenunderstandingoftherulinglaw,isacomprehensivestrictly,andstrengthenthesupervisionwithinthepartyimportantgrasperCriterion>closelylinkedtothethemeofselfdiscipline,selfdisciplineintensitymodulated,focusingonmorality,forthemajorityofPartymembersandcadressettosee,feelthehighstandard,showtheCommunistsnoblemoralsentimentDistrictOrdinance<<rule>theconstitutionofdisciplineintegrationintoapoliticaldiscipline,organizationanddiscipline,honestyanddiscipline,disciplineofthemasses,workdiscipline,discipline,emphasizediscipline,focusingonestablishedrules,todrawthepartyorganizationsandPartymembersdonottouchthebottomlinePartycommittees(party)toeffectivelystrengthenthestudyandpublicizetheimplementationofthe<code>and<rule>theorganizationandleadershipofcriterion>and<>afullrange,multiangle,deeppublicity,theformationofstudyandpublicizeandimplementtheboom,inordertoconsolidatethedevelopmentofgoodpoliticalenvironmenttocreateapositiveenvironmentandatmosphereThemajorityofPartymembersandcadrestostrictrequirements,the<rule>and<Ordinancecases>asaguidetoactionandbehaviorcriterion,adheretothemoralstandardsanddisciplineofthebottomline,tomaintainthedisciplineofworshipandawe,learning,compliance,andmaintainpartydisciplineandrulesofthemodelThedisciplineinspectionandsupervisionorgansandcadrestothe<code>and<>asthedeepeningofthe"three",andstrengthensupervisionanddisciplineofaccountabilityisimportanttofollowcorrectlygrasptheuseofsupervisionanddisciplineof"fourtypes",promotethecomprehensivestrictlyinnewrootsStrictdiscipline,adheretothedisciplineandrulesquiteinfrontoftheenterpriseintheimplementationofexpensivetoimplementtoexecuteThedisciplineinspectionandsupervisionorganstoimplementthe<code>and<Effortstoinvestigatecases>asanopportunity,adheretothepartyshouldmanagethepartystrictly,seriousperformanceoftheirdutiestopromotetworegulationsimplementationChangedisciplineconceptFromthesimple"investigationofillegal"toacomprehensive"stareatviolatediscipline"fromthebusinesscasetoprosecutethebigcasesandtimelysolvethesignsoftilttoFromtheorientationtothenormalsupervisionfromthetube"minority"toresistthe"most"GuidePartymembersandcadrestoseriouslyimplementthe<code>and<rule>,consciouslyabidebythepolitical,organizational,honestpeople,work,lifesixdisciplineUrgetheleadershipcadressenttoplayanexemplaryrole,taketheleadinstrictlyenforcedRelaxationandrestStrongwindisSuJi,closelylinkedtothe"fourwinds"pronetomultiple,themassesreflectthestrongimportantnodesand,gluedtothefourwinds"newform,newtrends,seriouslyinvestigateanddealwithviolationsofthecentraleightprovisionsofthespirit,toincreasethebulletinexposureintensity,theformationofChajiu"fourwinds"loudly,continuetoreleaseanddisciplinemustbestrictsignalAtthesametime,extendedsupervisiontentacles,throughthedevelopmentoftheruralandfisherypartyconductLianzhengconstructioninspection,issuedinatimelymanner,Chajiuoccurredingrassrootssideofcorruptionandunhealthy,andearnestlysafeguardtheinterestsofthemassesandsocialstabilityThecreativityanddisciplineGraspandmakegooduseofthesupervisionanddisciplineof"fourtypes",toensurethePromotingcluestolotsofdisciplineandthelawofthevacuumtube,stricttogetherNotonlytothe"less"and"veryfew"thoroughinvestigationseverelypunished,butalsothe"most"tomaintainzerotolerancetrendthroughlayersofconductivepressure,letthedisciplineabouttherulesforeachpartymembersandcadresconsciouslyfollowAtpresent,itisnecessarytoimplementthe"list"management,strictlyfollowthecluestothedisposaloffivestandards,maketheclassificationofdisposal,dynamiccleanupZadokPartycommitteesatalllevelstoimplementthemainresponsibility,comprehensiveuseofdisciplinaryactionandtissueprocessingandothermeanstoeffectivelycurbthecommonplace,usedtoseedonotblamethe"smallproblem",notbecauseof"practice"and"exception"ProminentDisciplinecharacteristics,theproblemsofviolationofdisciplineandrulesintothefocusofsupervisionanddisciplineanddisciplinaryreviewAtthesametime,increasecasedoublechecktheintensity,theseriousproblemsofdisciplineviolationsor"fourwinds"banbutnotabsolutely,notonlytobehelddirectlyresponsible,butalsoheldleadershipresponsibilitynotonlytopursuestudiesthemainresponsibilityofthePartycommittee,andtopursueCommissionforDisciplineInspectionandsupervisionresponsibilitiesandpromoteaccountabilitytobecomethenewnormTheimplementationofsupervisoryresponsibilityMaintain<code>and<rule>theseriousnessandauthorityofthedisciplineandrulesandtrulybecometheparty'srulerDisciplineassupervisionwithinthepartythespecializedagency,wemuststrengthentheresponsibilitytoact,adheretotheImpartialdisciplineaccountability,earnestlywillbestrictdiscipline,disciplinemustbepunished,andseverelypunishtheactsinviolationofrulesandregulation
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