品牌与货品调配企划研究

Research on the planning of brand and merchandise

为了解现实商场中品牌与货品企划的合理度,运用实地调查的方法对中国天津著名商业街进行研究,在详细记录其中4个商场内品牌与货品配置的基础上,对品牌货品调配进行了初步探索,并从消费者需求的角度对其进行调查,按照层次分析方法分析各商场企划方案的合理性,最后得出商场合理度排名,从而为企业提出需要改进的地方,更好地为消费者服务。

In order to find out the reasonality of brand and merchandise planning in real mall, some famous malls of Tianjin were studied by means of on-the-spot investigation. On the basis of record the brands and merchan dise planning of four malls, desk study on the resonality of mall＇ planning were done, on resonality the order of cast was got, some thin spot for them to improve were pointed out. Finally, to provide better service for consumers.