Методи залучення клієнтів у торгово-розважальні центри
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Файли
Дата
2018
Автори
Андрушкевич, З.М.
Галюк, Я.Д.
Andrushkevych, Z.M.
Haluik, Ya.D.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
В статті розглянуто основні методи залучення споживачів торгово-розважальними центрами. Запропоновано
розширення моделі маркетингової політики комунікації. Проаналізовано зміну споживчої поведінки та визначено методи
ефективних комунікацій з клієнтами торгово-розважальних центрів.
The article discusses the main methods of attracting consumers to shopping and entertainment centers. The role of a supermarket as an anchor tenant is determined for increasing the purchasing flow. The ways of to improving the organization of trading space are characterized. They consist of building a spacious parking, installing the photo zones or fountains, and constructing children's playgrounds. It is emphasized the importance of observing safety rules in order to provide maximal comfort in shopping and entertainment centers. The examples of topics that should be familiar with the staff for the impact on customer behavior through psychological and marketing aspects are outlined. The model of marketing communication policy is proposed to be expanded. It is noted the need for ensuring the satisfaction of the purchase for the transition consumer into the category of permanent client. The attitude of generations to goods and services is determined according to the theory of generations. Changes in consumer behavior are analyzed and methods of effective communication are defined for the customers of shopping and entertainment centers. The reasons of the better impact of online tools on the "generation X" and offline tools on the "generation Y" are defined. The problem of interaction with teenagers in shopping and entertainment centers the essence of which lies in the creating discomfort for visitors at the entrance to the mall, the noisy communication with each other, the staying in catering facilities without making an order is defined. It is suggested the methods of managing teenagers behavior in the shopping and entertainment centers. The result of the article is defining the role of complex measures for stimulating customer’s activity in the shopping and entertainment centers.
The article discusses the main methods of attracting consumers to shopping and entertainment centers. The role of a supermarket as an anchor tenant is determined for increasing the purchasing flow. The ways of to improving the organization of trading space are characterized. They consist of building a spacious parking, installing the photo zones or fountains, and constructing children's playgrounds. It is emphasized the importance of observing safety rules in order to provide maximal comfort in shopping and entertainment centers. The examples of topics that should be familiar with the staff for the impact on customer behavior through psychological and marketing aspects are outlined. The model of marketing communication policy is proposed to be expanded. It is noted the need for ensuring the satisfaction of the purchase for the transition consumer into the category of permanent client. The attitude of generations to goods and services is determined according to the theory of generations. Changes in consumer behavior are analyzed and methods of effective communication are defined for the customers of shopping and entertainment centers. The reasons of the better impact of online tools on the "generation X" and offline tools on the "generation Y" are defined. The problem of interaction with teenagers in shopping and entertainment centers the essence of which lies in the creating discomfort for visitors at the entrance to the mall, the noisy communication with each other, the staying in catering facilities without making an order is defined. It is suggested the methods of managing teenagers behavior in the shopping and entertainment centers. The result of the article is defining the role of complex measures for stimulating customer’s activity in the shopping and entertainment centers.
Опис
Ключові слова
якірний орендар, безпека торгово-розважальних центрів, модель споживчої поведінки, теорія поколінь, anchor tenant, security othe shopping and entertainment centers, the model of consumer’s behavior, theory of generations
Бібліографічний опис
Андрушкевич, З.М. Методи залучення клієнтів у торгово-розважальні центри [Текст] / З. М. Андрушкевич, Я. Д. Галюк // Вісник Хмельницького національного університету. Економічні науки. – 2018. – № 5, т. 2. – С. 11-13.