作者利用他在POP集团实习的机会,试图研究中国零售业和消费市场,并将其主要
的因素列出加以讨论。论文首先介绍了全球零售业及中国零售业市场,进而引出销售
点广告市场这一热点话题;为了更加了解市场,作者通过界定不同的问题及运用了不
同的研究方式。通过对中国不同等级的城市界定和分析,得出零售业应被长期关注为
媒介,进而研究如何能适当地测量它的效能。
作者也研究了市场的股东(零售业和消费者),试图对如何测量销售点广告给出结
论。
关键词:销售点广告、零售业、中国等级城市
Abstract
The Point of Sales (POS) advertising market is complex. This study aims to understand
the Point of Sales Advertising market in China.
The author takes his opportunity of having intern in POP Group, tries to study the
Chinese market in retailing industry and shopper marketing, which are the key factors to be
highlighted and discussed. The paper firstly introduces the world retailing market, towards to
the Chinese market,in order to introduce the topic of POS.
In order to understand better the market the author went through different phases of
defining the question and methodology. The author tries to study the China's tier cities
concept and its retailing market there. The key findings are that this industry should (on the
Long-Term) be considered as a Media. The only problem is to find a way to measure it
properly.
He then studied the market stakeholders (retailing industry and shoppers) and tried to
give conclusions about how to measure the efficiency of Point of Sales Advertising.
Key Words: Point of Sales (POS) advertising, retailing industry, tier city in China