视觉营销与对顾客的吸引力-----外文翻译.doc
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视觉营销与对顾客的吸引力-----外文翻译,1. introduction1. 简介selling a product is incomplete without communicating its image. to build long term brand loyalty, in addition to the quality of the product...
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1. Introduction
1. 简介
Selling a product is incomplete without communicating its image. To build long term brand loyalty, in addition to the quality of the product, right image is very much needed. To attain this, many companies invest huge money on the promotions. But many businesses neglect the retail front which is the face of the brands. In other words, the way the products are displayed at the retail shelves, the way the sales people communicate to the consumer etc. are the some of the issues, which if not handles well can be a great threat to the brands image. Visual merchandising is the art of presentation, which puts the merchandiser in focus. It educates the customers, creates desire and finally augments the selling process. It is an artistic method to ensure that retailers merchandise moves off the shelves faster, and is a tool to appeal to the visual sensory elements of the customer. Visual merchandising, once an unknown skill, is growing popular nowadays with the introduction of self service in retail stores off late and the number of changes taking place in supermarket merchandising methods, there has been increased emphasis on the kind of store layout, store building, fixtures, and equipment, color displays, silent communication tools, window display and finally opinion building through in-store displays which has taken the art of retailing to higher applications frames. The study endeavors to find out how and to what extent outlets incorporate visual merchandising, that appeals to the customers and lead to a potential purchase. To research on the factors that influence visual merchandising decisions and also investigate how effectively visual merchandising is used to attract customers, who will eventually make a prospective purchase.
如果没有商品形象的宣传，商品销售就不是一个完整的过程。要打造长期的品牌信誉度，除了商品质量以外，打造合适的商品形象也是很必要的。为了达到这个目标，很多公司都在推销商品领域投入大量资金。但是很多公司都忽略了零售店面这一环节，该环节是品牌的“脸面”。换句话说，商品在零售货架上展示的方式，导购与顾客沟通的方式等都涉及到这个话题。如果处理不当，品牌形象就可能受到负面影响。视觉营销是展示的艺术，是以商家行为为主导。视觉营销对顾客有指导作用，可以引导顾客需求、加速销售过程。这种艺术手段可以让货架商品周转率更快，同时也可以吸引顾客的眼球。视觉营销曾只是种不为人知的策略，如今却越来越流行。该策略引入了零售店开架销售的观念，并在多个方面改变了以往的超市销售策略。视觉营销对商店布局、商店建设、固定装置、设备、色彩显示、内在沟通方式、橱窗陈设等都很重视，最后上升到用零售艺术来进行店内布置，并应用于更广泛的领域。该领域的研究力图找出零售商店应当如何采用视觉营销，使用到什么样的程度为宜，怎样才能吸引消费者促使其消费。本文将研究影响视觉营销决策的因素，探讨视觉营销在吸引顾客方面是如何的高效，以及什么样的人群最可能进行消费。
1. 简介
Selling a product is incomplete without communicating its image. To build long term brand loyalty, in addition to the quality of the product, right image is very much needed. To attain this, many companies invest huge money on the promotions. But many businesses neglect the retail front which is the face of the brands. In other words, the way the products are displayed at the retail shelves, the way the sales people communicate to the consumer etc. are the some of the issues, which if not handles well can be a great threat to the brands image. Visual merchandising is the art of presentation, which puts the merchandiser in focus. It educates the customers, creates desire and finally augments the selling process. It is an artistic method to ensure that retailers merchandise moves off the shelves faster, and is a tool to appeal to the visual sensory elements of the customer. Visual merchandising, once an unknown skill, is growing popular nowadays with the introduction of self service in retail stores off late and the number of changes taking place in supermarket merchandising methods, there has been increased emphasis on the kind of store layout, store building, fixtures, and equipment, color displays, silent communication tools, window display and finally opinion building through in-store displays which has taken the art of retailing to higher applications frames. The study endeavors to find out how and to what extent outlets incorporate visual merchandising, that appeals to the customers and lead to a potential purchase. To research on the factors that influence visual merchandising decisions and also investigate how effectively visual merchandising is used to attract customers, who will eventually make a prospective purchase.
如果没有商品形象的宣传，商品销售就不是一个完整的过程。要打造长期的品牌信誉度，除了商品质量以外，打造合适的商品形象也是很必要的。为了达到这个目标，很多公司都在推销商品领域投入大量资金。但是很多公司都忽略了零售店面这一环节，该环节是品牌的“脸面”。换句话说，商品在零售货架上展示的方式，导购与顾客沟通的方式等都涉及到这个话题。如果处理不当，品牌形象就可能受到负面影响。视觉营销是展示的艺术，是以商家行为为主导。视觉营销对顾客有指导作用，可以引导顾客需求、加速销售过程。这种艺术手段可以让货架商品周转率更快，同时也可以吸引顾客的眼球。视觉营销曾只是种不为人知的策略，如今却越来越流行。该策略引入了零售店开架销售的观念，并在多个方面改变了以往的超市销售策略。视觉营销对商店布局、商店建设、固定装置、设备、色彩显示、内在沟通方式、橱窗陈设等都很重视，最后上升到用零售艺术来进行店内布置，并应用于更广泛的领域。该领域的研究力图找出零售商店应当如何采用视觉营销，使用到什么样的程度为宜，怎样才能吸引消费者促使其消费。本文将研究影响视觉营销决策的因素，探讨视觉营销在吸引顾客方面是如何的高效，以及什么样的人群最可能进行消费。
