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2002年9月,笔者应金海马北方区企划负责人之邀,赴金海马北京大卖场进行营销诊断座谈会。北京金海马主营办公家具,辅营家居家具。在进会议室之前,笔者用较短时间在卖场里转了一大圈,特意留意了其办公家具产品特色、产品线分布、价格水平和卖场摆设等基本情况。笔者发现,其卖场摆放完全按照产品类别进行,大班台(老板台)、普通办公桌、办公椅、文件柜、办公屏风等各放一区,极不方便顾客的整体购买决策;同时卖场中的产品绝大部分属于传统的“一头沉”、“两头沉”老
In September 2002, the author invited Jinhai hippocampus Northern Planning District invited to go to the Jinhaoma Beijing hypermarket marketing diagnosis forum. Beijing Jinhama main office furniture, auxiliary camp home furniture. Before entering the conference room, the author with a relatively short period of time in the store turned a large circle, specifically aware of its office furniture product features, product line distribution, price levels and store furnishings and other basic information. The author found that the store placed entirely in accordance with the product category, Daban Tai (boss Taiwan), ordinary office desk, office chairs, filing cabinets, office screens and so put a district, very inconvenient customers overall purchase decision; at the same time stores Most of the products belong to the traditional “a sink ”, “two Shen ” old