The Research Of The Shanghai Yichulianhua Supermarket For The Exhibition And Layout Of Products

Retailing industry reflects the prosperity and depression of a country and its natives. Accompanied with the rapid growth of the economy, retailing industry has been retaining growth at a rate of 7% in China. China has become the fastest developed retailing market where is filled with the opportunities and challenges in this market. For this reason, it is the key portion of the development of Chinese economy to raise the competence and the talent for the future competition.In most of retailing management processes,"Impulse Buying"is a leading character of the buying activities."Impulse Buying"is the integrated result by all the marketing variables that includes the shopping environment, products, price, quality, promotion and the pop advertisement. It is the question about the devise of the terminal to maximize the"Impulse Buying".This article is written based on the research and analysis of the exhibition of products and the layout of the Shanghai Yichulianhua Supermarket.At the beginning, it introduced the industry background and the development situation of the domestic and foreign supermarkets, and the history and the strategy of the Shanghai Yichulianhua Supermarket.In the following section, it analyzed the layout of the Zhengda Square store of the Yichulianhua, involved with the devise of the route way, the area distribution of products, the arrangement of the equipments. And then, it described the categorization of the products in this supermarket, the different ways and aims of the products exhibition. Because the strategic positioning of"Fresh Foods Intensified", it focused on the exhibition and the layout of the fresh foods section.Finally, it evaluated the visual identification of Yichulianhua Supermarket and the influence to the clients by the atmosphere of the store, and pointed out the shortage existed.