4.1.4

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'咖啡館經營 咖啡館的展示陳列設計'

''

'咖啡館,經營,展示,陳列,設計,雖然,整個,咖啡館,商品,構'

'雖然整個咖啡館的商品構成與配置經過了有系統的分類與搭配，但是在表現之際，若未能運用展示陳列的技巧，也只是將商品躺置在吧檯而已，無法表現咖啡的活力。也未能塑造咖啡的特性，結果仍是無濟於事。然而所謂的展示陳列，並非我們通常狹指的櫥窗展示或特別'

'79'

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''

'2014-12-22 14:23:49'

'2014-12-22 14:24:14'

'20473'

''

''

''

''

''

''

''

''

''

''

''

''

NULL

'<p>
	　　雖然整個咖啡館的商品構成與配置經過了有系統的分類與搭配，但是在表現之際，若未能運用展示陳列的技巧，也只是將商品&ldquo;躺&rdquo;置在吧檯而已，無法表現咖啡的活力。也未能塑造咖啡的特性，結果仍是無濟於事。然而所謂的&ldquo;展示陳列&rdquo;，並非我們通常狹指的櫥窗展示或特別區位陳列， 在咖啡館經營上所說的展示陳列，應該是廣指大堂上所有的各種陳列，它必須包括三大陳列項目：</p>
<p>
	　　1、補充陳列</p>
<p>
	　　是陳列範圍最爲廣闊的部分，整個店內的商品陳列空間都是。由於陳列的重點在於銷售，所以在陳列的表現應着重在咖啡品牌的豐富感與特性化。</p>
<p>
	　　2、展示陳列</p>
<p>
	　　是指咖啡館的展示櫥窗及吧檯內特定區域的展示陳列。由於展示陳列是在於表現重點咖啡的組合效果，同時兼具誘導顧客的作用，所以展現上必須明確地打出一個主題，藉以吸引來店顧客。</p>
<p>
	　　3、強調陳列</p>
<p>
	　　是介於補充陳列與展示陳列之間的陳列形態，爲了在各區位內促進銷售的效果，必須利用壁面的空間、較寬闊的通路、貨架或吧檯的空間，就本區位的咖啡和飲料中，選出具有代表性的咖啡陳列。</p>
<p>
	　　因此，咖啡展示陳列的作用，就是運用各種展示陳列的技巧，配合什器、裝飾的運用，將咖啡的特性表現出來。一則帶動銷售促進的效果，一則表現整個咖啡館的氣氛，所以對於廣告的訴求效果必須要把握住。首先對於廣告的訴求方面，雖然大堂內爲了銷售起見，補充陳列佔有很大的空間，然而爲求廣告訴求效果的具體表現，必須透過展示陳列及部分強調陳列的運用，以求重點咖啡品牌能夠表現出來。以下試透過廣告原則之五要素( AIDMA)的說明與展示陳列效果的關連性加以比較：</p>
<p>
	　　廣告陳列</p>
<p>
	　　A(Attention)注意--通過陳列效果而引進注意</p>
<p>
	　　I(Interest)興趣--進而對咖啡產生興趣</p>
<p>
	　　D(Deire)欲求--通過聯想而帶動欲求</p>
<p>
	　　M(Memory)記憶--信念的確立(通過比較)</p>
<p>
	　　A(Action)行動--付諸品嚐決心</p>
<p>
	　　通過比較，我們可以瞭解，這與顧客心理的變化過程(注意、興趣、聯想、欲求、比較、信念、決心)是相通的。而在廣告訴求的同時，亦可以發揮心理的訴求效果，由於人們的感官具有視覺、觸覺、聽覺、味覺、嗅覺諸功能，諸如咖啡色彩、設計、外形等的組合表現，能夠引起視沉上的訴求效果，咖啡的直接接觸則能具有觸覺上的訴求效果等等。因此透過這五要素的訴求，能造成顧客心理上美的、舒適的、氣氛的、變化的諸種感覺，進而提高價值感，帶動銷售促進的果。(520咖啡網提供520kfw.com)</p>
<p>
	　　接着就是實際營業上，如何有效運用這些咖啡陳列的技巧，而藉以充分發揮整體的訴求效果。首先要透過&ldquo;指示陳列&rdquo;效果的表現，將&ldquo;展示陳列&rdquo;與&ldquo;強調陳列&rdquo;組合起來，以產生指引的作用，使咖啡具有吸引力。進而利用&ldquo;銷售陳列&rdquo;效果的表現，將&ldquo;強調陳列&rdquo;與&ldquo;補充陳列&rdquo;結合起來，表現咖啡的齊全性與豐富感，以發揮促銷的作用。所以在指示陳列方面，尤其是&ldquo;展示陳列&rdquo;的表現，一定要着力在重點咖啡品牌的訴求，並透過企劃、配置、商品力、演出等綜合的演出效果;因此每適合季節的交替或慶典時，在展示陳列上都必須有系統的策劃，決定訴求的主題，並運用特定的區位，透過各項關連飲料的搭配與組合，運用什器、色彩、照明效果的發揮，襯托出咖啡的價值感。並通過 POP補助說明的效果，使咖啡的機能與特性能夠具體地表現出來。再者，在銷售陳列方面--尤其是補充陳列，必須運用具有表現咖啡特性的什器裝潢設備透過有系統的分類與擺示，考慮便於選購與管理，同時又能表現出咖啡特色等各因素，以真正能夠帶動商品的銷售。</p>
<p>
	　　咖啡陳列的目的，就是希望透過各種直接、間接效果而把咖啡銷售出去。因此展示陳列之際，一定需要針對特性加以有效地選擇與組合及妥善地整理分類，顯現出咖啡的魅力與價值感。並充分地提供給顧客作選擇，達到銷售的效果，進一步更能同時塑造咖啡館整體的形象。</p>
'

'咖啡館,經營,展示,陳列,設計,雖然,整個,咖啡館,商品,構'

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'1419229429'

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'咖啡館經營 咖啡館的展示陳列設計_咖啡館經營_中國咖啡網'

'咖啡館,經營,展示,陳列,設計,雖然,整個,咖啡館,商品,構'

'雖然整個咖啡館的商品構成與配置經過了有系統的分類與搭配，但是在表現之際，若未能運用展示陳列的技巧，也只是將商品躺置在吧檯而已，無法表現咖啡的活力。也未能塑造咖啡的特性，結果仍是無濟於事。然而所謂的展示陳列，並非我們通常狹指的櫥窗展示或特別'

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''

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