食品酒类策划：如何让产品自己说话
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: center; mso-line-height-rule: exactly" align=center><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">如何让产品自己说话</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="FONT-SIZE: 16pt; mso-bidi-font-size: 12.0pt"><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></B></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: center; mso-line-height-rule: exactly" align=center><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">北京方德营销咨询公司</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="FONT-SIZE: 12pt"><o:p></o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly; mso-char-indent-count: 2.0"><SPAN lang=EN-US style="FONT-FAMILY: 华文楷体; mso-bidi-font-size: 10.5pt"><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: "> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">在消费品行业，市场销售终端的管理十分重要，因为销售人员把商品销售给分销商<SPAN lang=EN-US>(</SPAN>特别是零售店<SPAN lang=EN-US>)</SPAN>以后，还要帮助分销商再销售<SPAN lang=EN-US>(</SPAN>把商品出售给消费者<SPAN lang=EN-US>)</SPAN>，有效的商品陈列就是一种极为重要的手段。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"><SPAN style="mso-spacerun: yes"> </SPAN><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: "><B style="mso-bidi-font-weight: normal"><I style="mso-bidi-font-style: normal"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="mso-spacerun: yes"> </SPAN></SPAN></I></B><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="mso-spacerun: yes"> </SPAN>1</SPAN></B></SPAN><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">、有效商品陈列的原则</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></B></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">商店里商品琳琅满目，陈列着上千种不同品牌，不同包装的商品，消费者进入商店，一分钟内至少要经过一百多种商品。如何让他们停下脚步，对你的商品发生兴趣，进而购买商品，这时商品陈列的效力即面临考验。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">要做好商品陈列，必须遵循一些墓本的原则，包括利润性、好的陈列点、具有吸引力、方便性、价格及稳固性。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: "> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">◎原则一：利润性</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">第一，要确认商品陈列必须是有助于提高店面的销售潜力；第二，通过各方面的努力，要争取最有助于销售的陈列点位；第三，销售人员要记下增加销售量的特别陈列方式或陈列物；第四，适时告诉商店老板或经理，商品陈列对利润的好处，并举出过去一些成功的个案；最后，采用先进先出的原则，减少退货的可能性。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">作为一个销售人员，脑海里经常要有—些数字存在，包括：产品的正常销售速度，在创造商品陈列后，商店销售有何特别的效应，把销售成果告诉你的经销店客户。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: "> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">◎原则二：好的陈列点</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">好的陈列点与差的陈列点相比，销量会有成倍的差异，在一些大型的超市或商场，对一些好的陈列点，一些国际性公司就算出大价钱也要抢占不可。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">何为好的陈列点</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">?<o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">对传统式商店而言，柜台后面与视线等高的货架上、磅秤旁、收银机旁、柜台前都是好的陈列点。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">对超市或平价商店而言，与视线等高的货架上，顾客出入的集中处，采购动线两旁的货架上</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">(</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">超市</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">)</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">，店面内货架区的中心位置</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">(</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">平价商店</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">)</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">等都是最好的陈列点。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">开展促销活动时，下列位置要努力争取：商店中人流最多的走道中央，货架两端的上面，墙壁货架的转角处，出纳出口处等。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">应避免一些不好的陈列点，如仓库出入口、黑暗角落、店门口两侧的死角、气味强烈的商品旁。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: "> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">◎原则三：具有吸引力</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">商品陈列只有吸引消费者的视觉注意力，才能有效传达商品的讯息。一般把握以下技巧：充分利用现有商品数量，堆放在一起显示气势；正确摆放商品的标签；完成陈列工作后，故意拿掉几个商品，一来可以留空隙方便顾客拿取，二来借此显示商品良好的销售的状况；陈列时把自己的商品与其他品牌的商品划分清楚；配合陈列空间的大小，充分利用广告宣传品来吸消费者的注意，也可运用整堆不规则的排列法，节省时间，并创造特价优待的意义。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: "> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">◎原则四：方便性</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">好的陈列一定要方便顾客拿取。要注意几个方面：商品陈列必须摆在消费者容易拿取的位置</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">(</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">考虑是大人或小孩购买</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">)</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">；争取好的陈列点，让消费者能从不同的方向取得商品；在货架上至少有</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">80</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">％的商品，可以让消费者很方便自行取购；记住货架正确位置，不要把不同类型的商品混放，助销宣传品不要贴在商品上。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: "> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">◎原则五：价格</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">价格对消费者的购买具有极大的影响力，价格本身具有销售力。要注意几个方面：价格要标示清楚，没有清楚的价格，即使消费者有兴趣，也会影响其决心；价格标示必须陈列在醒目的位置上，数字的大小多少也会影响价格的吸引力；直接写出特价的数字比告诉消费者折扣数更有吸引力。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: "> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">◎原则六：稳固性</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">商品陈列在于帮助销售而不是特技表演：在作整箱</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">(</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">件</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">)</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">展示时，既要考虑适当高度的吸引力，更要顾及它的稳固性。整箱展示应注意，把打开的箱子摆在一个平稳的位置上，更换空箱，从最上层开始，确保安全。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">杜邦公司有一句名言：消费者第一眼看到商品，就可能喜欢它，决定是否购买。商品陈列的最根本的要点，就是要让消费者第一眼就看到你的商品，让你的商品直接跟消费者对话。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN lang=EN-US style="FONT-SIZE: 12pt; FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"><SPAN style="mso-spacerun: yes"> </SPAN><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: "><B style="mso-bidi-font-weight: normal"><I style="mso-bidi-font-style: normal"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="mso-spacerun: yes"> </SPAN></SPAN></I></B><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="mso-spacerun: yes"> </SPAN>2</SPAN></B></SPAN><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">、有效商品陈列的黄金定律</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></B></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"><SPAN style="mso-spacerun: yes"> </SPAN>1</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">）计划及准备</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">好的计划及准备是成功的开始。要确定你需要的陈列器材及工具等，包括：陈列辅助物、大头针、笔、浆糊、订书机／针、剪子、铁钉、梯子、胶带、货架吊绳、旗帜、价格标贴等，并做好相应的计划与准备。如果你的计划在竞争者之前，你就赢得了一半的胜利。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"><SPAN style="mso-spacerun: yes"> </SPAN>2</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">）客情关系</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">具有良好的客情关系，才能获得客户支持创造好的陈列表现。让客户成为您的好朋友，说服他接受陈列的好处，努力引起零售商的注意与兴趣，尊重他的反对意见，谅解他的感受，从他的角度看问题，要有耐心不断去争取。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"><SPAN style="mso-spacerun: yes"> </SPAN>3</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">）客户的机会点</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">在客户的商店争取机会占领最好的陈列位置，做最好的陈列，一般要考虑以下问题：</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">了解你需要在哪一个客户处做陈列，了解哪一个品牌需要陈列，决定所需陈列商品的大小／种类，找寻适当的陈列位置</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">(</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">交通要道谨记在心</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">)</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">，解释陈列的概念，强调陈列的利益点，回应零售商的反对意见，并取得同意，让客户同意陈列的时间等。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"><SPAN style="mso-spacerun: yes"> </SPAN>4</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">）熟悉你自己的陈列辅助器材</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">海报、货架吊绳、空的货箱、箱子、柜台陈列物品、悬挂物、样品、简册、传单说明书、标识标贴等，要特别了解与熟悉。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"><SPAN style="mso-spacerun: yes"> </SPAN>5</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">）充分利用你的想象力做好陈列</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">尽量有效运用一切可用的空间，考虑有没有另外不同的方式来使用你的陈列辅助器材，使得陈列能更突出；同时弄清楚你的竞争对手在做什么，并采取相应对抗措施；使用相关的器材，以强化你的陈列，使它突出显眼；最后确定你的陈列与自己的产品定位是否相符。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"><SPAN style="mso-spacerun: yes"> </SPAN>6</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">）陈列的小密诀</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">以下小秘诀，可能会让你受益匪浅：</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">○</SPAN><SPAN style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">不要让你的客户不容易取得你的产品，这会影响顾客购买。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"><SPAN style="mso-spacerun: yes"> </SPAN><SPAN style="mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">○</SPAN><SPAN style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">不要让你的海报或陈列被其他产品或东西掩盖住，这会让你的对手抢走你的销售机会。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">○</SPAN><SPAN style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">不要让零售商觉得不容易堆放补货，零售商觉得麻烦，会拒绝按你的要求陈列。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">○</SPAN><SPAN style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">不要将不同类别的产品堆放在一起，那样会引起顾客的不愉快感受与联想，如洗衣粉跟食品放在一起，消费者心中会产生顾虑与不安全感。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">○</SPAN><SPAN style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">尽量抢占好的陈列位置，客户经常／必须经过的交通要道是第一选择。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">○</SPAN><SPAN style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">安置你的陈列可以从外面看得到，这样才会吸引顾客的注意力。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">○</SPAN><SPAN style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">在客户还未到堆放产品的陈列前让客户知道你的陈列位置。比如运用指示牌等，否则很可能让堆放的陈列失去意义。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">○</SPAN><SPAN style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">安放你的陈列使之接近收银台或就收银台的边墙安放，客户经过时或当他们等待被服务时即可看到。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">○</SPAN><SPAN style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">试试运用一些小的“指示／提醒”式的陈列，摆放少数的产品在柜台上，而主要产品就陈列在客户站着面对方向的货架上。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">○</SPAN><SPAN style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">弱势品牌最好尽量争取陈列在第一品牌的旁边。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt"><SPAN style="mso-spacerun: yes"> </SPAN>7</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">）上货架的技巧</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">注意几个方面：上货架的产品，最少的与市场占有率相符；最大的，占同一类货物位置的</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">70</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">％。所有产品的陈列，应按照贡献度安排，一定要建立一个好的陈列计划。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">为了确保你的陈列有效，最后应对你的商品陈列情况进行检验与评估，考虑以下因素：</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><SPAN style="FONT-FAMILY: ; mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">陈列是否位于热点</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">?</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">它是否真的在此店中占优势</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">?</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">这个陈列大小合适吗</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">?</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">是否有清楚、简单的销售讯息</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">?</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">价格折扣是否突出、醒目易于阅读</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">?</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">产品是否易于拿取</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">?</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">陈列是否稳固</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">? </SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">是否容易被迅速补货</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">?</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">所有陈列的产品是否干净且整洁</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">?</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">零售商是否同意在一特定期间保持陈列</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">?</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''">是否妥善运用陈列辅助器材</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">?<o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; mso-line-height-rule: exactly"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: "> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: "> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><I style="mso-bidi-font-style: normal"><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">【专家简介】</SPAN><SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></I></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 27pt; mso-char-indent-count: 2.57"><SPAN style="FONT-SIZE: 12pt"><I style="mso-bidi-font-style: normal"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">方德智业（北京</SPAN><SPAN lang=EN-US style="FONT-FAMILY: ">/</SPAN></I><I style="mso-bidi-font-style: normal"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">安徽）营销咨询公司，专注食品酒类行业，系统营销专家，八年实战营销咨询历程，三十余家企业咨询经验，多本营销策划专著</SPAN></I></SPAN><SPAN style="FONT-SIZE: 12pt"><I style="mso-bidi-font-style: normal"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">。</SPAN><SPAN lang=EN-US><o:p></o:p></SPAN></I></SPAN>欢迎交流<SPAN style="FONT-SIZE: 12pt"><I style="mso-bidi-font-style: normal"><SPAN lang=EN-US style="FONT-FAMILY: ">MSN/E-mail</SPAN></I><I style="mso-bidi-font-style: normal"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">：</SPAN><SPAN lang=EN-US><A href="mailto:foundbrain@163.com"><SPAN style="FONT-FAMILY: ">foundbrain@163.com</SPAN></A></SPAN></I></SPAN></P> <span style="font-weight: bold;">让产品自己会说话，产品力是第一位的，销售陈列是第二位的</span>
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