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超市内部陈列因素影响TG销量的原因和建议

时间:2018-12-30 21:21来源:英语论文
A Study on How Displaying Principles Affect TG Sales in Supermarkets from Consumer Perception—Case Study of Auchan英语论文超市内部陈列因素影响TG销量的原因和建议

Abstract With the Network development booming over the past several years, now comes the information era. As a result of that unprecedented breakthrough in science and technology, replacement has taken place in consumption patterns among people all over the world. Online shopping, with its incomparable convenience and various updated marketing strategies, is appealing to more and more consumers, which leads to a huge shock wave towards the whole retailing industry.32088
Supermarket industry shares a big piece of cake in retailing market and therefore it counts a lot in the overall picture of the retailing condition. It’s time for change. When looking into the external factors, people may find the way people display goods is directly affecting consumers’ behavior, for example, the display principles---where and what to display. This paper tends to look into the displaying principles and tries to find out how displaying affect daily outcomes in supermarkets. Adaptable advice will be given at the end of the research to improve competence of the whole retailing industry.
To be more persuasive, this paper takes the most representative display stands—TOP GONDOLA (TG) as the study object. This research focus on how display of goods affecting its sales and adopts data from Auchan (Store 152) for further analysis.
The paper comprises of five chapters. The first chapter gives some background information, including the purpose and significance of this study and the thesis structure. Chapter two offers the theory adopted and some researches related from both home and abroad. Chapter three and four make up the most important part of the study, with much examples listed. The last chapter draws a conclusion of the whole paper and all the references referred to are listed at the end.
Key words: Displaying Principles     Consumer Perception     Auchan
摘  要近年来,随着网络的迅速发展,信息时代到来的同时,人们传统的消费方式也逐渐被互联网购物取代。网购自身所具备的方便,快捷等优势被放大,电商频繁而创意新颖的营销活动吸引着大批消费者的眼球。这给传统零售行业带来了前所未有的竞争压力。
源`自*六)维[论*文'网www.lwfree.cn

作为零售业的主要组成部分,超级市场营销策略的好坏将直接影响到整个市场的运营盛衰,进一步了解其内部运营方式就显得刻不容缓。超市有其自助性的特点,因此顾客与商品是直接接触的关系。从超市内部因素来说,商品的陈列原则,特定商品的陈列位置,以及特定位置的首选商品都是影响销量的最直接因素。本次论文研究就超市货品陈列规则,从消费者感知的角度,阐释货品陈列方式对超市商品销量的影响,从而为超市运营状况的改善提出一些切实可行的意见,提高零售业的整体竞争力。
为了让研究更具说服性,本文选择了超市陈列架中最具代表性的主通道陈列架(TG)为例,从超市内部陈列因素来探讨影响TG销量的原因和建议,并对实际案例进行取样和实验,三组实验的结果将帮助进一步分析其影响,旨在提高超市竞争力。
文章第一部分介绍了本次实验的目的,重要性和全文结构,第二部分就消费者行为理论,消费者感知和国内外现有理论成果进行回顾。第三部分针对超市物品的陈列规则,分点谈论超市陈列的一些基本规则及其重要性。第四章为实验部分,从实验的准备,意义到实验结果的分析等,阐述陈列如何影响超市物品的销量。第五章为全文总结,并在文章最后附上参考文献
毕业论文关键词:陈列原则     消费者感知     欧尚
Contents
Chapter One Introduction    1
1.1 Purpose and Significance of This Study    2
1.2 Thesis Structure    2 超市内部陈列因素影响TG销量的原因和建议:http://www.lwfree.cn/yingyu/20181230/28510.html
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