本文選題：超市 + 產(chǎn)品陳列�。� 參考：《上海交通大學(xué)》2007年碩士論文

【摘要】： 零售業(yè)是一個(gè)關(guān)系國(guó)計(jì)民生的行業(yè),與國(guó)民經(jīng)濟(jì)的繁榮與衰退息息相關(guān)。伴隨20多年的經(jīng)濟(jì)快速成長(zhǎng),中國(guó)零售業(yè)正以每年7%的速度增長(zhǎng),成為全球零售市場(chǎng)發(fā)展最快的國(guó)家。零售業(yè)充滿著機(jī)遇和挑戰(zhàn),提高流通業(yè)尤其是零售業(yè)的競(jìng)爭(zhēng)力和素質(zhì),是中國(guó)未來(lái)經(jīng)濟(jì)發(fā)展最為關(guān)鍵的環(huán)節(jié)之一。 而在大多數(shù)零售經(jīng)營(yíng)中,沖動(dòng)購(gòu)物已經(jīng)成為購(gòu)物行為的主導(dǎo)特征。沖動(dòng)購(gòu)物是門(mén)店內(nèi)所有營(yíng)銷(xiāo)變量疊加作用的綜合效果。購(gòu)物環(huán)境、價(jià)格、商品特性、包裝、購(gòu)物時(shí)點(diǎn)的廣告以及推銷(xiāo)都會(huì)促使沖動(dòng)購(gòu)物。如何促使顧客在店內(nèi)的沖動(dòng)購(gòu)物或無(wú)計(jì)劃購(gòu)物最大化,這就涉及到終端設(shè)計(jì)的問(wèn)題,包括賣(mài)場(chǎng)布局與產(chǎn)品陳列等一系列問(wèn)題。 本文以上海易初蓮花超市正大廣場(chǎng)店為實(shí)例對(duì)其賣(mài)場(chǎng)布局和產(chǎn)品陳列方面進(jìn)行了理論上的研究和分析。首先介紹了行業(yè)背景和國(guó)內(nèi)外超市的發(fā)展現(xiàn)狀、易初蓮花超市的有關(guān)情況,包括易初蓮花的生鮮加強(qiáng)型超市的經(jīng)營(yíng)戰(zhàn)略。然后結(jié)合實(shí)地考察的結(jié)果,從理論上分析了易初蓮花正大廣場(chǎng)店的賣(mài)場(chǎng)布局設(shè)計(jì),包括顧客的流動(dòng)路線與通道設(shè)計(jì)、利用磁石點(diǎn)理論和顧客購(gòu)買(mǎi)習(xí)慣分析了易初蓮花的產(chǎn)品面積分配和貨位確定方法、賣(mài)場(chǎng)內(nèi)的陳列設(shè)備安排等。接著從易初蓮花進(jìn)行陳列的產(chǎn)品分類(lèi)與組合開(kāi)始分析了產(chǎn)品陳列的不同方法和目的。由于生鮮產(chǎn)品的經(jīng)營(yíng)在易初蓮花超市的獨(dú)特地位,文章還專(zhuān)門(mén)闡述了生鮮產(chǎn)品的陳列和布局要點(diǎn)。最后對(duì)易初蓮花超市的賣(mài)場(chǎng)形象識(shí)別、購(gòu)物環(huán)境對(duì)消費(fèi)者的心理影響等方面進(jìn)行了評(píng)價(jià),并指出了這些環(huán)節(jié)存在的問(wèn)題。
[Abstract]:Retailing is an industry related to the national economy and people's livelihood, closely related to the prosperity and recession of the national economy. With more than 20 years of rapid economic growth, China's retail industry is growing at an annual rate of 7 percent, making it the fastest-growing country in the global retail market. The retail trade is full of opportunities and challenges. Improving the competitiveness and quality of the circulation industry, especially the retail industry, is one of the most critical links in the future economic development of China. In most retail operations, impulse shopping has become the dominant feature of shopping behavior. Impulse shopping is the comprehensive effect of all marketing variables in the store. Shopping environment, price, commodity characteristics, packaging, shopping hour advertising and marketing all promote impulse shopping. How to maximize the customer's impulse shopping or unplanned shopping in the store, which involves terminal design issues, including store layout and product display and a series of issues. This paper makes a theoretical study and analysis on the layout and product display of Lianhua supermarket's Zhengda Square store in Shanghai. Firstly, the paper introduces the background of the industry and the present situation of the development of domestic and foreign supermarkets, and the relevant situation of the Lotus supermarket in the beginning of the Yi Dynasty, including the management strategy of the fresh and strengthened supermarket of the Lotus in the early part of the Yi Dynasty. Then combined with the results of the field investigation, the paper theoretically analyzes the layout design of the shop in Zhengda Square of Lianhua, including the flow route and channel design of the customers. Based on the theory of magnetic spot and the custom of customer purchase, this paper analyzes the distribution of product area and the determination of goods location, and the arrangement of display equipment in the shop. Then, the different methods and purposes of product display are analyzed from the product classification and combination of lotus display in the early Yi Dynasty. Because of the unique position of fresh products management in Lotus supermarket in the early years of the Yi Dynasty, the article also expounds the main points of display and layout of fresh products. Finally, the image identification of Lianhua supermarket and the psychological impact of shopping environment on consumers are evaluated, and the problems in these links are pointed out.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類(lèi)號(hào)】：F721.7

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