Концепція управління асортиментом товарів і стимулювання їх продажу в мережевих структурах
Вантажиться...
Файли
Дата
2019
Автори
Дражниця, С.А.
Островська, Ю.О.
Drazhnytsya, S.
Ostrovskaya, Yu.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
У даній статті автор конкретизує сутність мерчандайзингу, його завдання, інструменти, проблеми реалізації та
шляхи їх вирішення, а також пропонує альтернативні методи та інструменти стимулювання продаж в торговельних мережах
крупноформатних підприємств торгівлі як ефективних засобів управління асортиментом товарів. Спочатку автор дає
узагальнене визначення суті мерчандайзингу та конкретизує його завдання і інструменти. На основі критичного аналізу
автор визначає коло проблем щодо застосування інструментів мерчандайзингу в торговельних мережах та пропонує шляхи
їх вирішення і альтернативні способи та засоби стимулювання продажу товарів в магазинах.
The purpose of this study is to determine the essence of merchandising as a way to manage the assortment of goods in retail networks of large-format trading enterprises, its tools, as well as to identify the range of problems and obstacles to the development of merchandising in retail networks, how to overcome them and stimulate sales in network trading structures. To achieve this goal, a range of research tasks was defined, among which: 1) the study of the nature and tools of merchandising in retail chains; 2) the formation of the author’s definition of merchandising and its tasks; 3) determination of the range of problems and obstacles to the development of merchandising in network trading structures; 4) determination of ways to solve these problems and improve sales promotion in retail chains. Having studied different approaches to determining the essence of merchandising, the author gives his generalized definition, which is based on the ambiguity of the etymology of the word "merchandising" and, accordingly, on its diversity and invariance. Based on this, the author notes the scientific uncertainty in determining the essence of merchandising and suggests considering it as a tool for creating conditions for consumers to make purchases, which, in turn, provide a trading company with an increase in sales. The author determines that the main objectives of merchandising in retail chains are sales promotion, improvement of the trade and technological process, formation of the store’s competitive advantages and so on. The main tools for merchandising are an assortment of goods, advertising media, design of a trading company. Thus, the main problems of using merchandising tools in domestic trading enterprises are: significant material costs, the inability to fully realize within small trading enterprises, a shortage of qualified specialists, and so on. Based on a critical analysis, the author suggests, in order to solve these problems, create a merchandising division within the commercial department, develop a merchandising concept and, subsequently, its standards. Also, on the basis of the study, the author suggests the use of unconventional, but very effective methods and tools of sales promotion, such as personal communication with potential consumers via SMS, email, social networks, phishing advertising, widespread use of referral and digital marketing tools, WOM marketing and so on.
The purpose of this study is to determine the essence of merchandising as a way to manage the assortment of goods in retail networks of large-format trading enterprises, its tools, as well as to identify the range of problems and obstacles to the development of merchandising in retail networks, how to overcome them and stimulate sales in network trading structures. To achieve this goal, a range of research tasks was defined, among which: 1) the study of the nature and tools of merchandising in retail chains; 2) the formation of the author’s definition of merchandising and its tasks; 3) determination of the range of problems and obstacles to the development of merchandising in network trading structures; 4) determination of ways to solve these problems and improve sales promotion in retail chains. Having studied different approaches to determining the essence of merchandising, the author gives his generalized definition, which is based on the ambiguity of the etymology of the word "merchandising" and, accordingly, on its diversity and invariance. Based on this, the author notes the scientific uncertainty in determining the essence of merchandising and suggests considering it as a tool for creating conditions for consumers to make purchases, which, in turn, provide a trading company with an increase in sales. The author determines that the main objectives of merchandising in retail chains are sales promotion, improvement of the trade and technological process, formation of the store’s competitive advantages and so on. The main tools for merchandising are an assortment of goods, advertising media, design of a trading company. Thus, the main problems of using merchandising tools in domestic trading enterprises are: significant material costs, the inability to fully realize within small trading enterprises, a shortage of qualified specialists, and so on. Based on a critical analysis, the author suggests, in order to solve these problems, create a merchandising division within the commercial department, develop a merchandising concept and, subsequently, its standards. Also, on the basis of the study, the author suggests the use of unconventional, but very effective methods and tools of sales promotion, such as personal communication with potential consumers via SMS, email, social networks, phishing advertising, widespread use of referral and digital marketing tools, WOM marketing and so on.
Опис
Ключові слова
мерчандайзинг, цілі мерчандайзингу, інструменти мерчандайзингу, стимулювання продажів, merchandising, merchandising goals, merchandising tools, sales promotion
Бібліографічний опис
Дражниця, С.А. (Дражниця, ЮО.) Концепція управління асортиментом товарів і стимулювання їх продажу в мережевих структурах [Текст] / С. А. Дражниця, Ю. Островська // Вісник Хмельницького національного університету. Економічні науки. – 2019. – №5. – С. 107-110.