| 超市农产品陈列策略探讨——基于AIDA模型的思考 |
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| 引用本文： | 张蓓.超市农产品陈列策略探讨——基于AIDA模型的思考[J].北京工商大学学报(社会科学版),2010,25(4). |
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| 作者姓名： | 张蓓 |
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| 作者单位： | 华南农业大学,经济管理学院,广东,广州,510642 |
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| 基金项目： | 国家社会科学基金项目"基于可追溯制度的畜产品供应链管理模型与政策研究",广东省软科学基金项目"不同供应链模型下的农产品质量安全管理对策研究--以广东为例" |
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| 摘 要： | 农产品超市化经营是农业产业化的必然趋势,农产品陈列则是农产品超市化经营的关键问题之一,可传递商品信息、促成顾客购买、营造超市氛围,最终提高农产品的销售额和周转率。超市农产品陈列必须遵循消费者心理反应规律,推进消费者购买行为的发生。基于消费者行为理论中经典的AIDA模型,结合农产品的自然属性,超市农产品陈列应遵循洁净新鲜、吸引注意、营销沟通、促销推广、方便购买、动态更新和协调优化的"7C"原则,做到提升科技含量、注重艺术技巧、创新工具手段、强化促销功能、优化空间布局、丰富方式组合、均衡整体效益。
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| 关 键 词： | 超市农产品经营 农产品销售陈列技术 AIDA模型 7C原则 |
A Study on Theory and Strategy of Agricultural Products Display in Supermarkets based on AIDA Model |
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| Zhang Bei.A Study on Theory and Strategy of Agricultural Products Display in Supermarkets based on AIDA Model[J].Journal of Beijing Technology and Business University:Social Science,2010,25(4). |
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| Authors: | Zhang Bei |
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| Institution: | Zhang Bei(School of Economics , Management,South China Agriculture University,Guangzhou,Guangdong 510642,China) |
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| Abstract: | Supermarket management of agricultural products is an inevitable trend in agricultural industrialization,and agricultural products display is one of the key issues in supermarket management of agricultural products business,which can transfer product information,encourage customers to buy,create shopping atmosphere in supermarkets,and ultimately increase sales and turnover rate of agricultural products.Agricultural products display must comply with the reaction of consumer psychology,and promote the occurre... |
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| Keywords: | supermarket management of agricultural products agricultural products display technique AIDA model 7Cs rules |
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