论大型超市中商品货架的摆放原则和技巧

论大型超市中商品货架的摆放原则和技巧

大型综合超市是指采取自选销售方式

< br>,

以销售大众化实用品为主

,

并 将超级市场和折扣店的经营

优势合为一体的、满足顾客一次性购足需求的零售业态

,

合理布局和科学的商品陈列对于吸引顾客具

有极为重要的作用。通过新颖

,

活泼

,

更具吸引力的卖场布局和商品陈列

,

可 以直接或间接地提高门店

的营业效率。

一、卖场布局及陈列设计的意义

大型综合超市作为一种独立的零售商业设施

,

< br>由于其规模大、顾客多、货物运转速度快、功能组合

复杂

.

所以

,

各功能组成要素布局与设计是 否合理

,

运作是否顺畅

,

对于大型综合超市经营影响很大

,

功

能布局就是对其用地空间进行组合尽可能避免各功能区之间的矛盾

,

,

更大限度地提高

< br>超市的运营效率。超市的布局设计对超市的盈利和发展有着举足轻重的作用。布局设计的好坏直接关

系到超市以后的经营运作。大型综合超市功能组成复杂

,

通过分析可知

,

其功能组成可分为八大部分

:

停车区、营业区、仓库区、卸货区、办公区、休息广场、服务区、辅助 区等。

Large-scale comprehensive supermarket as an independent retail commercial facilities, due

to its large scale and a lot of customers, fast cargo operation, functional combination is

complex,

so

the

functional

layout

and

component

design

is

reasonable,

whether

the

operation

smoothly and management for the large- scale comprehensive supermarket, space combination

function

layout

is

the

land

as

far

as

possible

to

avoid

the

contradiction

between

the

various

functional areas, thus more reasonable, more to improve the operational efficiency of the

supermarket. Layout design of the supermarket has significant effect on the profitability

and development of the supermarket. The stand or fall of layout design is directly related

to the supermarket after operation of business. Large-scale comprehensive supermarket of

complex function, through the analysis, its function composition can be divided into eight

parts:

parking

area,

service

areas,

lots,

unloading

area,

office

area,

rest

square,

service

area, auxiliary area, etc.

二、卖场布局设计的消费者心理学依据

The consumer psychology basis of stores layout design

(1)

应考虑商品的特点和购买规律

如销售频率高、交易零星、选择性不强的商品

,

其柜组应设在消费最容易感知的位置以便于他们购

买、节省购买时间

又如花色品种复杂、需要仔细挑选的商品及贵重物品

,

要针对消费者求实的购买心

理

,

设在售货现场的深处或楼房建筑的上层

,

以利于消费者在较为安静、顾客相对量较小的环境中认真

仔细地挑选。同时应该考虑< /p>

,

在一定时期内调动柜组的摆放位置或货架上商品的陈列位置

,

使消费者在

重新寻找所需商品时受到其他 商品曲吸引。

(1) should consider the characteristics of the goods and the rule of the purchase

Such

as

sales

of

scattered,

selective

frequency

is

high,

the

deal

is

not

strong,

the

counter

unit should be located in the location of the consumer perception most easily so that they

buy,

save

the

time

of

purchase,

and

like

a

breed

of

design

and

color

is

complex

and

requires

careful selection of goods and valuables, strives for consumers to purchase psychology,

located

in

the

depths

of

the

sales

site

or

building

top,

benefit

consumers

in

the

relatively

quiet,

customers

environments

less

relative

amounts

to

choose

carefully.

Should

be

considered at the same time, in a certain period of time to mobilize the placement of the

counter unit or store shelves display position, make consumers in search for the required

goods by other commodities attract

.