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产品结构是指超级市场在项目一定的经营范围内,按一定的标志将经营的商品划分为若干类别和项目,并确定各类别和在商品总构成中的比重。在一定意义上讲,产品结构在超级市场经营中

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产品结构是指超级市场在项目一定的经营范围内,按一定的标志将经营的商品划分为若干类别和项目,并确定各类别和在商品总构成中的比重。在一定意义上讲,产品结构在超级市场经营中居于枢纽位置,经营目标能否圆满完成,经济效益能否顺利实现,关键还不在于经营范围而在于产品结构是否合理。通过实地考察我们了解到沃尔玛超市采取限制商品品种,精选品牌的策略,产品以中档商品品类为主,兼顾低档和高档。合理的产品结构有利于满足其主要消费群体—中间消费层需求,同时也兼顾高层和底层人士,很好的满足了不同层次消费者的需求。
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Within certain amount of managing items,all the products in the super market divided into many categories according to certain standard, and the proportion of each category is confirmed, this is called product mix. In a sense, product mix is very important in the supermarket operation, if the operation aim can be achieved, the
benefit can be realized or not, all these depends on reasonable product mix not managing scope. After on site investigation, we know that the strategy that wal-mart took is to restrict the range of products, and to select brand carefully. most of their goods are mid-grade some are low or high grade. reasonable product mix is good to meet the requirement of main consumer group -- mid-level consumers,at the same time, top level and lower level consumers are considered, so all level consumers are well satisfied.
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