竞争环境下零售产品分类的营销诊断

V. Datsenko, T. Dronova, V. Khurdei, Mishchenko Dmytro, L. Semenova
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摘要

本文研究了激烈竞争条件下零售业产品分类的营销诊断问题。本研究以“ATB市场”为例进行。为了在竞争环境中进行分析,将零售与其他零售企业进行比较:“Varus”和“Silpo”。对分类的广度、完整性、新颖性、稳定性、结构和协调性进行了分析。结果发现,例如,“ATB”中的乳制品分类的广度和完整性比“Varus”中的要小,但分类的更新系数和稳定性更好。“ATB市场”的产品制造商数量有限。零售业种类繁多:玩具、食品、家居用品、饮料等。为了确定最重要、重要和不特别重要的职位,对“7天”类别进行了ABC分析。结果表明,a类商品(厨房餐具及配件)和爱好运动类商品为零售带来的利润最大,C类商品(尤其是服饰、灯饰、装饰和室内装饰)带来的利润最少。对零售中促销和广告的使用进行了比较分析。“ATB Market”和“Silpo”积极利用各种促销优惠。所研究的零售业通过商业广告、社交广告、虚拟广告、真实广告、隐藏广告、刺激广告、社交广告、比较广告、信息型广告等多种形式积极开展广告活动。分析了商品营销在零售业中的应用。与ATB相比,“Varus”的产品位置更好,制造商数量更多,橱窗中一个品牌的“面孔”数量更少。对零售业的创新进行了比较。“ATB市场”在其活动中积极采用创新,被认为是实施现代客户服务的领导者。
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MARKETING DIAGNOSTICS OF THE RETAIL PRODUCT ASSORTMENT IN A COMPETITIVE ENVIRONMENT
The article is devoted to the marketing diagnosis of the product assortment in retail in the conditions of fierce competition. The study was conducted on the example of the "ATB Market". For the purpose of analysis in a competitive environment, retail was characterized in comparison with other retail enterprises: "Varus" and "Silpo". The breadth, completeness, novelty, stability, structure and harmony of the assortment were analyzed. As a result, it was found that, for example, the assortment of dairy products in "ATB" has a smaller breadth and completeness of the assortment than in "Varus", but the coefficient of renewal and stability of the assortment is better. "ATB Market" has a limited number of product manufacturers. Retail has a mixed assortment: toys, food, household goods, drinks, etc. In order to identify the most important, important and not particularly important positions, an ABC analysis of the "7 days" category was conducted. As a result, it was concluded that goods of group A ("Dishes and accessories for the kitchen" and "Hobbies and sports") bring the most profit to retail, and goods of group C - (especially haberdashery, lighting, decor and interior) the least. A comparative characterization of the use of promotions and advertising in retail was carried out. "ATB Market" and "Silpo" actively use various promotional offers. The researched retail actively conducts advertising activities using its various types: commercial, social, virtual, real, hidden, stimulating, social, comparative, informative advertising and others. The use of merchandising in retail is analyzed. Compared to ATB, "Varus" has a better location of products, a larger number of manufacturers and a smaller number of "faces" of one brand in the window. A comparison of innovations in retail was made. "ATB Market" actively uses innovations in its activities and is considered a leader in the implementation of modern client services.
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