超市农产品陈列策略探讨——基于AIDA模型的思考

A Study on Theory and Strategy of Agricultural Products Display in Supermarkets based on AIDA Model

农产品超市化经营是农业产业化的必然趋势,农产品陈列则是农产品超市化经营的关键问题之一,可传递商品信息、促成顾客购买、营造超市氛围,最终提高农产品的销售额和周转率。超市农产品陈列必须遵循消费者心理反应规律,推进消费者购买行为的发生。基于消费者行为理论中经典的AIDA模型,结合农产品的自然属性,超市农产品陈列应遵循洁净新鲜、吸引注意、营销沟通、促销推广、方便购买、动态更新和协调优化的"7C"原则,做到提升科技含量、注重艺术技巧、创新工具手段、强化促销功能、优化空间布局、丰富方式组合、均衡整体效益。

Supermarket management of agricultural products is an inevitable trend in agricultural industrialization,and agricultural products display is one of the key issues in supermarket management of agricultural products business,which can transfer product information,encourage customers to buy,create shopping atmosphere in supermarkets,and ultimately increase sales and turnover rate of agricultural products.Agricultural products display must comply with the reaction of consumer psychology,and promote the occurrence of consumer purchase behavior.Based on the classic ＂AIDA model＂ in consumer behavior theory,combined with the natural attributes of agricultural products,agricultural products display must follow the ＂7Cs＂ rules：Clean,Concentration,Communication,Catalyze,Convenience,Change,and Co-optimization,in an attempt to enhance the scientific and technological content,emphasize on the artistic skills,innovate the tools and means,strengthen the promotion function,optimize the space layout,enrich the combinations,and balance the overall efficiency.