Дослідження особливостей формування програм мерчандайзінгу компаніями-дистрибуторами
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Дата
2014
DOI
Науковий ступінь
Рівень дисертації
Шифр та назва спеціальності
Рада захисту
Установа захисту
Науковий керівник
Члени комітету
Видавець
НТУ "ХПІ"
Анотація
Пропонуються дослідження мерчандайзингу як комплексу заходів, направлених на збільшення об'ємів продажів в роздрібній мережі. Розроблено програму мерчандайзінгу для компанії-дистрибутора та по результатах детального аналізу ліквідності продукції розроблено стандарт компанії для рознічних магазинів.
The formation of effective merchandising programs strategically important for companies operating in the consumer goods market. No financial investment in the development and implementation of programs for sales for the company often means loss of control essential element of the process of commercialization - sales of goods in retail outlets. The survey merchandising considered as a set of measures aimed at increasing the volume of retail sales. The key to successful merchandising programs - in attention to detail, an integrated approach and strict control of distributors roznichnyh traders. The paper proposed to introduce in stores roznichnyh Standard Company, which performed well in supermarkets. Standard Companies in roznichnyh stores has its own characteristics, due to the type of outlets So on the results of a detailed analysis of the liquidity of TM «ROSHEN» company developed a standard for roznichnyh stores containing the required products. Calculated the required number of IC that will provide the effect and takes into account the size of the territory where the distributor operates, and trade personnel involved in the proliferation of confectionery. Successfully applying the principles of merchandising at the outlet can significantly increase revenue and attract many new customers.
The formation of effective merchandising programs strategically important for companies operating in the consumer goods market. No financial investment in the development and implementation of programs for sales for the company often means loss of control essential element of the process of commercialization - sales of goods in retail outlets. The survey merchandising considered as a set of measures aimed at increasing the volume of retail sales. The key to successful merchandising programs - in attention to detail, an integrated approach and strict control of distributors roznichnyh traders. The paper proposed to introduce in stores roznichnyh Standard Company, which performed well in supermarkets. Standard Companies in roznichnyh stores has its own characteristics, due to the type of outlets So on the results of a detailed analysis of the liquidity of TM «ROSHEN» company developed a standard for roznichnyh stores containing the required products. Calculated the required number of IC that will provide the effect and takes into account the size of the territory where the distributor operates, and trade personnel involved in the proliferation of confectionery. Successfully applying the principles of merchandising at the outlet can significantly increase revenue and attract many new customers.
Опис
Ключові слова
рознічна торгівля, кондитерська продукція, стандарт компанії, асортимент, ефективність, roznichna trade distributor, confectionery products, merchandising program, standard of range, efficiency
Бібліографічний опис
Літвиненко М. В. Дослідження особливостей формування програм мерчандайзінгу компаніями-дистрибуторами / М. В. Літвиненко, С. В. Чернобровкіна, О. В. Великодна // Вісник Нац. техн. ун-ту "ХПІ" : зб. наук. пр. Темат. вип. : Технiчний прогрес та ефективнiсть виробництва. – Харків : НТУ "ХПІ". – 2014. – № 65 (1107). – С. 24-35.