1、终端陈列,产品市场部,2018/7/15,copyright 2006 All Rights Reserved,2,生理学调查,人们接受外界信息的来源,2018/7/15,copyright 2006 All Rights Reserved,3,83%依靠视觉，11%依靠听觉，3.5%依靠嗅觉，1.5%依靠触觉，1%依靠味觉,2018/7/15,copyright 2006 All Rights Reserved,4,什么是陈列?,陈列是把商品及其价值透过空间的规 划，利用各种展示技巧和方法传达给消费者，进而达到销售商品的目的。,2018/7/15,copyright 2006 All
2、 Rights Reserved,5,陈列的观念,2018/7/15,copyright 2006 All Rights Reserved,6,观念一,商品本身就是广告,2018/7/15,copyright 2006 All Rights Reserved,7,观念二,好的陈列=,半个促销员半个艺术家一打广告商,2018/7/15,copyright 2006 All Rights Reserved,8,观念三,低劣的陈列在说:“买我吧，傻瓜！”中等的陈列在说:“买我吧，尊敬的主人！”高明的陈列什么也不说，仅仅抛出一个媚眼,2018/7/15,copyright 2006 All R
3、ights Reserved,9,2018/7/15,copyright 2006 All Rights Reserved,10,顾客的眼睛先看哪一边？,左边一般说，顾客进入商场后，眼睛会不由自主地首先射向左侧，然后转向右侧这是因为人们看东西一般是从左侧转向右侧的,2018/7/15,copyright 2006 All Rights Reserved,11,顾客的眼睛爱看哪一边？,右边印象性地看左边的东西，安定性地看右边的东西,2018/7/15,copyright 2006 All Rights Reserved,12,优势与劣势,左边：优势：被优先照顾劣势：照顾时间太短右边：优势：
4、在人们的心目中，右方是安全的、 稳定的；有足够的停留时间劣势：不被优先照顾,2018/7/15,copyright 2006 All Rights Reserved,13,顾客的眼睛喜欢多还是少？,多顾客来到商场最关心的就是商品如果货架上商品琳琅满目、非常丰富，他的精神就会为之一振，产生较大热情。因而购物信心大增，购物兴趣高涨相反，如果货架上商品稀稀拉拉，空空荡荡，顾客就容易泄气，一旦产生这种心理，便会对解囊消费造成极大阻力,2018/7/15,copyright 2006 All Rights Reserved,14,顾客的眼睛喜欢多还是少？,对策：1.货卖堆山2.以极丰富的商品招徕顾客
5、、吸引顾客、刺激顾客的购买欲3.以大量的商品陈列来宣传产品与品牌4.多=丰富,而非杂、乱、拥挤、堵塞,2018/7/15,copyright 2006 All Rights Reserved,15,如何满足好多恶少的眼睛,上柜组合绝非样品组合若上柜不全，至少也要陈列出足够数量的同型号的机子货架绝对不能有空位,2018/7/15,copyright 2006 All Rights Reserved,16,终端陈列的作用,刺激销售,节约空间,展示商品,方便购买,美化购物环境,2018/7/15,copyright 2006 All Rights Reserved,17,终端陈列的要素,位置,
6、量感,照明,节奏,把专柜摆放在店中比较靠前的位置，最好靠中间，尽量避免边角、死角，让顾客一眼就能明显地看到。,把稀疏的柜台里摆放礼品或小装饰品，让专柜显得充盈，货品丰盛,按照舞台设计的方法为专柜内安装顶灯和脚灯,不但能起到照明作用，而且还能使专柜原有的色彩产生戏剧性的变化，给人以一种新鲜感。,把彩机和钢壳、黑色的机器搭配摆放，并用功能卡等小装饰品调整专柜的色调，达到柔和舒适。,色彩,专柜陈列要注意节奏，做到有强有弱、有主有次、有密有疏。挑选那些顾客欢迎、市场热销的机型作为陈列的重点。,2018/7/15,copyright 2006 All Rights Reserved,18,陈列的方法,
7、节日陈列法,特性陈列法,接触陈列法,季节陈列法,图案陈列法,2018/7/15,copyright 2006 All Rights Reserved,19,图案陈列法,直线陈列,曲线陈列,塔型陈列,梯型陈列,2018/7/15,copyright 2006 All Rights Reserved,20,直线陈列,2018/7/15,copyright 2006 All Rights Reserved,21,曲线陈列,2018/7/15,copyright 2006 All Rights Reserved,22,塔型陈列,2018/7/15,copyright 2006 All Rig
8、hts Reserved,23,梯型陈列,2018/7/15,copyright 2006 All Rights Reserved,24,特性陈列法,悬挂陈列,主题陈列,功能陈列,价格陈列,外观陈列,2018/7/15,copyright 2006 All Rights Reserved,25,主题陈列,诺基亚倾慕系列专柜,2018/7/15,copyright 2006 All Rights Reserved,26,外观陈列,摩托V3手机专柜陈列,2018/7/15,copyright 2006 All Rights Reserved,27,功能陈列,波导音乐手机主题陈列,2018/
9、7/15,copyright 2006 All Rights Reserved,28,功能陈列,索爱照相手机功能陈列,2018/7/15,copyright 2006 All Rights Reserved,29,价格陈列,2018/7/15,copyright 2006 All Rights Reserved,30,悬挂陈列,如:GPS手机车载支架在柜台中的陈列,2018/7/15,copyright 2006 All Rights Reserved,31,季节陈列法,季节性陈列即是根据季节的不同特性和要求，通过相应的主题和内容来进行商品的陈列。,2018/7/15,copyrigh
10、t 2006 All Rights Reserved,32,节日陈列,利用节日的主题推出节日性陈列，不仅可以令节日的热闹气氛，也能顺应和满足人们在节日购物的愿望。重点呈现出祥和、欢乐的气氛。 如:圣诞促销,2018/7/15,copyright 2006 All Rights Reserved,33,接触陈列法,通过实际接触商品，直接刺激顾客的感觉器官，满足其心理需要，常常能取得更好的刺激顾客勇跃购买效果，更能激发顾客的购买欲望。如:顾客随手可拿到的机模,实机操作,试听音乐,拍照尝试,2018/7/15,copyright 2006 All Rights Reserved,34,最佳的陈
11、列位置,人流量集中的位置人流流向的位置最佳视觉区域同类制产品区,2018/7/15,copyright 2006 All Rights Reserved,35,突出重点和特殊商品,重点商品特殊商品,2018/7/15,copyright 2006 All Rights Reserved,36,主推产品推荐区,特色产品展示区,2018/7/15,copyright 2006 All Rights Reserved,37,主推产品推荐区,特价手机区,平板主推手机区,2018/7/15,copyright 2006 All Rights Reserved,38,装饰物的重要性,2018/7/
12、15,copyright 2006 All Rights Reserved,39,光碟和照片不但可将柜台美化,还可将音乐和照相的卖点优势扩大,2018/7/15,copyright 2006 All Rights Reserved,40,寻常廉价的荷包、锻花、玻璃珠在做为装饰物出现后起到了意想不到的效果,2018/7/15,copyright 2006 All Rights Reserved,41,花朵将重点产品成功推出,同时丰富了专柜的色彩和氛围,2018/7/15,copyright 2006 All Rights Reserved,42,错误陈列,2018/7/15,copyri
13、ght 2006 All Rights Reserved,43,缺货,2018/7/15,copyright 2006 All Rights Reserved,44,过于拥挤,2018/7/15,copyright 2006 All Rights Reserved,45,缺少重点,2018/7/15,copyright 2006 All Rights Reserved,46,重点过多,2018/7/15,copyright 2006 All Rights Reserved,47,货品过于稀疏,2018/7/15,copyright 2006 All Rights Reserved,
14、48,混入其它品牌产品,2018/7/15,copyright 2006 All Rights Reserved,49,缺少灯光和色彩,2018/7/15,copyright 2006 All Rights Reserved,50,无美感和层次感,2018/7/15,copyright 2006 All Rights Reserved,51,无美感和层次感,2018/7/15,copyright 2006 All Rights Reserved,52,如果你的陈列 不能向消费者抛媚眼 至少它应该能向消费者 大声说话!,2018/7/15,copyright 2006 All Righ
15、ts Reserved,53,个性陈列展示,2018/7/15,copyright 2006 All Rights Reserved,54,2018/7/15,copyright 2006 All Rights Reserved,55,2018/7/15,copyright 2006 All Rights Reserved,56,2018/7/15,copyright 2006 All Rights Reserved,57,2018/7/15,copyright 2006 All Rights Reserved,58,2018/7/15,copyright 2006 All Rig
16、hts Reserved,59,2018/7/15,copyright 2006 All Rights Reserved,60,店面陈列展示,2018/7/15,copyright 2006 All Rights Reserved,61,环岛,2018/7/15,copyright 2006 All Rights Reserved,62,专卖店,2018/7/15,copyright 2006 All Rights Reserved,63,专区,2018/7/15,copyright 2006 All Rights Reserved,64,X展架,2018/7/15,copyrigh
17、t 2006 All Rights Reserved,65,堆头,2018/7/15,copyright 2006 All Rights Reserved,66,吊旗,2018/7/15,copyright 2006 All Rights Reserved,67,嘉源标准化陈列,2018/7/15,copyright 2006 All Rights Reserved,68,专柜内的陈列,2018/7/15,copyright 2006 All Rights Reserved,69,物料在专柜上的摆放,2018/7/15,copyright 2006 All Rights Reser
18、ved,70,堆头的摆放,2018/7/15,copyright 2006 All Rights Reserved,71,2018/7/15,copyright 2006 All Rights Reserved,72,多张横排连贴,海报的粘贴,2018/7/15,copyright 2006 All Rights Reserved,73,海报的粘贴,多张竖排连贴,2018/7/15,copyright 2006 All Rights Reserved,74,横排悬挂,吊旗的悬挂,2018/7/15,copyright 2006 All Rights Reserved,75,竖排悬挂,2018/7/15,copyright 2006 All Rights Reserved,76,让我们做得更好,
