Core Viewpoint - The high school entrance examination (Gaokao) not only tests students' academic achievements but also serves as a significant marketing opportunity for businesses, with various products and services being tailored to this event [2][3]. Group 1: Marketing Strategies - As the exam approaches, products with homophonic blessings related to success in exams are experiencing a surge in sales, reflecting a cultural trend where consumers seek additional luck [3][5]. - The food and beverage industry is actively participating, with brands like KFC launching "Ding Sheng Cake" (meaning "certain victory") and McDonald's promoting the "Mai Man Fen" meal (homophonic for "full marks") available all day [6][11]. - Apparel brands are also leveraging the exam theme, with Nike and other brands creating products that resonate with exam success, such as T-shirts featuring answer sheet designs and motivational phrases [13][15]. Group 2: Consumer Behavior - Parents are increasingly involved in the exam preparation process, using symbolic clothing and items to express support and alleviate their children's anxiety [25][28]. - The examination period has led to a collective societal effort to support students, with various services like traffic control and discounts for students being implemented [26][28]. - The examination certificate has transformed into a valuable item post-exam, serving as a discount voucher for various services, including entertainment and dining [19][21].

编辑 王琳 校对 卢茜 新京报记者同时了解到，北京、石家庄、衡水和太原等地部分考场附近的25家麦当劳餐厅升级为"高考 满分加油站"，通过免费"麦满分"早餐公益行动，助力考生以满分状态迎考。6月7日至6月10日，考生凭 本人应届高考准考证可在麦当劳"高考满分加油站"餐厅免费领取"麦满分"套餐一份。餐厅特设"免费爱 心文具袋"、免费红茶或小杯优品豆浆，为考生提供应急帮助，同时为家长提供休憩空间。部分餐厅还 向考点周边执勤的工作人员赠送"满分"加油公益餐，致敬保驾护航者。 此外，麦当劳中国开启"全天早餐日"活动，猪柳蛋麦满分和脆薯饼突破早餐时段，在全国范围内超7000 家麦当劳餐厅全天供应，将一直持续至6月10日。猪柳蛋麦满分限定包装同时上线，以"录取通知书"为 视觉设计灵感，为学子送上美好祝福。 新京报讯（记者王萍）6月7日高考首日，新京报记者了解到，多家餐企通过不同形式助力高考，有的餐 饮门店在高考期间为考生提供免费早餐，为家长提供休憩空间等服务，有的举办沙龙活动，邀请教育专 家、青少年心理咨询师为考生家庭提供情绪疏导策略。 高考首日，北京必胜客联手QQ音乐在位于积水潭的主题餐厅内举办"必胜减压沙龙"，海淀区教 ...