上海易初莲花超市产品陈列布局研究

发布时间：2018-05-16 08:11

本文选题：超市 + 产品陈列　；参考：《上海交通大学》2007年硕士论文

【摘要】： 零售业是一个关系国计民生的行业,与国民经济的繁荣与衰退息息相关。伴随20多年的经济快速成长,中国零售业正以每年7%的速度增长,成为全球零售市场发展最快的国家。零售业充满着机遇和挑战,提高流通业尤其是零售业的竞争力和素质,是中国未来经济发展最为关键的环节之一。而在大多数零售经营中,冲动购物已经成为购物行为的主导特征。冲动购物是门店内所有营销变量叠加作用的综合效果。购物环境、价格、商品特性、包装、购物时点的广告以及推销都会促使冲动购物。如何促使顾客在店内的冲动购物或无计划购物最大化,这就涉及到终端设计的问题,包括卖场布局与产品陈列等一系列问题。本文以上海易初莲花超市正大广场店为实例对其卖场布局和产品陈列方面进行了理论上的研究和分析。首先介绍了行业背景和国内外超市的发展现状、易初莲花超市的有关情况,包括易初莲花的生鲜加强型超市的经营战略。然后结合实地考察的结果,从理论上分析了易初莲花正大广场店的卖场布局设计,包括顾客的流动路线与通道设计、利用磁石点理论和顾客购买习惯分析了易初莲花的产品面积分配和货位确定方法、卖场内的陈列设备安排等。接着从易初莲花进行陈列的产品分类与组合开始分析了产品陈列的不同方法和目的。由于生鲜产品的经营在易初莲花超市的独特地位,文章还专门阐述了生鲜产品的陈列和布局要点。最后对易初莲花超市的卖场形象识别、购物环境对消费者的心理影响等方面进行了评价,并指出了这些环节存在的问题。
[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.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F721.7

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