fovb840631 发表于 2007-7-14 19:52:15

节日促销如何做终端陈列

<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-SIZE: 12pt"><SPAN class=11pt1><SPAN style="FONT-FAMILY: 宋体; LETTER-SPACING: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 节日,是每个厂家必须抓住的黄金收割季节。尤其是国家从</SPAN></SPAN><SPAN class=11pt1><SPAN lang=EN-US style="FONT-FAMILY: Arial; LETTER-SPACING: 0pt">1997</SPAN></SPAN><SPAN class=11pt1><SPAN style="FONT-FAMILY: 宋体; LETTER-SPACING: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">年起强制推行“五•一”、“十•一”长假制度后,节日促销就成为了每个厂家完成销售任务,冲刺销售高峰的最重要法宝。据有关资料统计,节日促销一天的销售量将抵得上平常一个星期的销量,可见节日促销的魅力。</SPAN></SPAN><SPAN class=11pt1><SPAN lang=EN-US style="FONT-FAMILY: Arial; LETTER-SPACING: 0pt"> <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></SPAN></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  因此,基本上在每个节日促销来临之际,各个厂家都会根据本企业的实际,制定大力度、主要以提升销量为目的的促销活动。而在促销活动的举办过程中,终端陈列是一个绕不过的话题。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  好的终端陈列好象就是一个会招徕顾客的促销员,站在那里招徕顾客,吸引顾客到自己的专柜上来,为促进终端销售将起到重要作用。同时,终端陈列就跟人的打扮化妆一样,没有绝对的标准,只有个人的喜好和顾客的评断标准。由于每个行业的终端陈列差别巨大,而且陈列的要求也相差太远。因此,笔者仅以自己所在的手机行业的终端陈列,结合自身的工作实际谈一些自己的看法,以期抛砖引玉。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  手机行业是一个完全市场竞争的行业。手机行业的竞争简直就可以用“惨烈”来形容。从昔日象征身份和地位的“大哥大”到今日的普通通讯工具,“飞入平常百姓家”,就像菜场当大白菜卖一样可以讨价还价,仅仅就是几年的时间。因此,手机行业既是中国移动通讯行业飞速发展的最大受益者,也是目前遭受激烈市场竞争的最大阵痛者。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  手机行业终端促销最大的特点就是人员推销。一到节假日,各手机厂家就提前马不停蹄地在各高校招聘临时促销员,进行短暂培训后就上战场。上战场干吗?就是充当导购员和终端陈列员。因此,临时促销员是做好终端陈列的重要力量。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  在节假日的终端陈列中,主要分成以下几种陈列形式:  </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  <B>一、</B></SPAN><B><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> </SPAN></B><B><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">专区的陈列</SPAN></B><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  专区可以说是厂家综合实力的反映。也是厂家为宣传品牌形象,提升销量,不惜重金打造的专属于自己的销售区域。专区可以说是“领事馆”,“国中国”。厂家可以充分利用专区的地理位置、人流通路以及终端展示做好终端陈列。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">1</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、严禁有非公司自身的宣传品在专区上悬挂;</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">2</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、充分利用专区的背板、形象墙等资源,营造节日气氛,烘托销售氛围;</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">3</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、在面向顾客的主通道的柜台里面陈列主推机型;</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">4</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、把特价机型,降价幅度大的机型做成海报,贴在专区最显眼的位置;</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">5</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、在专区里面堆放礼品,尽量延伸顾客的视线,拉伸顾客的观赏距离和吸引顾客注意;</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">6</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、导购员在自己的专区前面可以发放单张,充分发挥引导和推介作用。  </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  <B>二、宣传横幅、条幅的悬挂</B></SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  一般来说,现在在大城市的商场,是不允许悬挂横幅的,因为那样影响美观。但在二、三级市场,横幅和条幅的促销作用还是很明显的。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  横幅和条幅悬挂的要求主要有:</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">1</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、悬挂的最佳位置在销售店的街边和门前;</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">2</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、柜台的外边和柜台后面的立面墙也非常显眼;</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">3</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、制作的条幅颜色一般是红底黄字,或者是蓝底白字,并且可以以爆炸性的方式突出本次促销内容,以引起顾客特别关注。  </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><B><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">三、礼品、堆头的摆放</SPAN></B><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  礼品和堆头摆放的目的是为了吸引人气,诱导顾客前来购物。因此,在礼品和堆头的摆放上应该做到以下几点:</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">1</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、礼品可以和机型配套地堆放在一起,这样,既能让顾客一眼就明了,免除促销员需要解释的麻烦,还能让顾客有一个直观的感受。说不定有些顾客就是冲着礼品而来购买手机的,这样,礼品就成为了无声的促销员;</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">2</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、堆头应该见缝插针地堆放在柜台旁边,以便烘托卖场气氛;</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">3</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、在注意安全的情况下尽量将堆头堆得更高,更引人注目;</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">4</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、可以适当地将礼品和堆头摆放在一起,但要注意将礼品置于堆头上面,以便突出礼品。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  <B>四、海报的张贴</B></SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  海报的张贴是一个比较大的学问。因此,海报是最好也是最不好的宣传工具。在终端,基本上每个厂家都印制了用不完的海报。说海报好,是因为海报张贴容易,面积大,比较显眼,可以把节日的促销信息尽情收集。说它不好,是因为海报是易替代品,现在你张贴上了你的促销海报,等你一转身,马上就有别的厂家的促销员或者业务员上来,要么把你的海报撕掉放到垃圾桶里去,要么就在你的海报上张贴上他的海报,把你的给覆盖了。因此,如何张贴好节日的促销海报,是很多厂家的业务员和促销员非常头疼的问题。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  张贴海报最主要的就是要讲究一种气势,形成对顾客的最大冲击力。一般来说,海报的张贴有以下形式:</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">1</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、鹤立鸡群型。就是全商店就是你一个海报没,其他的都没有海报,这样你的海报就得到了最大化地体现;</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">2</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、一字排开形。有些商家规定了具体张贴海报的位置。这是,各个厂家的海报就正面交锋了,全部一字排开张贴在一起。在这种一字排开型中,最好的位置是开头的海报位置以及最接近人流量大的位置。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">3</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、品字型。品字型是指三个海报的张贴。这样可以给顾客一种立体感,可以在感官上营造比较好的氛围,吸引顾客的目光;</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">4</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)田字型,也称十字型。就是指四个海报两个一排,分成两行张贴。这种张贴类型适用于有较大空间的销售卖场,或者厂商关系比较好的销售店,尤其是对于促销机型,这种效果还是十分明显的。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  <B>五、机模的陈列</B></SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  在手机的终端销售中,有很大一部分是通过机模陈列展示销售的。基本上在手机上市前,厂家都会制作一批机模发放到销售终端,机模做得跟真机一样,只不过是假的而已。而真机一般是不会摆放在柜台里面的,这主要是基于两方面的考虑,一是不安全,容易造成手机的丢失;二是容易造成机器受损,到时销售不出去。所以,顾客在柜台一般看到的是机模,只有在需要买的时候,营业员才会让顾客试用真机。因此,机模的摆放和陈列就成为了终端销售中非常重要的一环。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  机模的陈列基本上可以分为以下几种:</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">1</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、重点突出型。用</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">5</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">——</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">6</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">个机架,呈圆弧型排列,中间是最主推的机型,旁边依次放置次推机型和自然销售机型。并且在主推机型旁边放置大的产品说明牌,注明卖点,或者把有价格优势的价格标注出来,使主推机型成为绝对的几何中心,营业员加以重点推介。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">2</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、双排密集型。用</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">8</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">——</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">10</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">个手机机架,呈前后错开的方式排列。该种方式适用于有很多机型需要主推的厂家,在没有绝对主推机型的前提下,通过平衡机型陈列来平衡机型之间的销售,争取能够使每款机型的销售均衡发展。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P>
<P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">  (</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial">3</SPAN><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">)、单排圆弧型。该种陈列方式适用于套餐手机。如前段时间有部分厂家热推的“情侣手机”、“结婚之禧”手机等。可以做成不同的陈列方式,针对不同的市场机会挖掘恰如其分的卖点。 </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial"> <o:p></o:p></SPAN></P><SPAN style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-font-kerning: 1.0pt; mso-bidi-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">  总之,在手机的终端销售中,尤其是节日促销中,如何在陈列中融入企业的促销活动,把促销信息最大化地传递给顾客,激发顾客参与的积极性和购买的热情,是每个终端促销人员应该着重考虑的问题。</SPAN>

djbobo 发表于 2007-8-10 17:05:32

<p>值得借鉴</p>

雅匪 发表于 2007-8-10 19:09:42

竞争激烈时,陈列很重要

mls2009 发表于 2007-8-12 17:14:58

不错,谢谢楼主的分享,收藏了
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