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论文编号：	7526
作者编号：	2120132438
上传时间：	2015/6/11 14:46:22
中文题目：	产品权力概念隐喻对超市货架垂直高度匹配效果研究
英文题目：	Research on the Matching Effect of the Metaphor of Product about Power and the Vertical Height of Shelves in Supermarkets
指导老师：	杜建刚
中文关键字：	货架；权力；隐喻；产品偏好
英文关键字：	Shelf; Power; Metaphor; Product Preference
中文摘要：	本研究主要探讨了大型超市以及卖场不同类型产品（成年人产品、幼儿产品）在货架垂直高度不同位置的科学陈列问题以及放置在不同垂直高度位置的产品对消费者产品的偏好的影响作用。传统的研究将权力概念主要应用在政治学、社会学和认知心理学上，权力被认为是对他人思想和行为的影响力或影响他人思想和行为结果的能力。隐喻的概念同样是心理学上一个重要概念，它是指一个源认知域中的概念系统地用于对另外一个目标认知域中的概念进行表征。在心理学上权力大小与垂直方位空间“上”“下”存在隐喻关系。而以往关于超市货架的研究大多认为商品应该陈列在高货架上或者与视线相平的黄金货架上，却没有探究货架垂直高度不同位置更加科学的摆放。超市中将货架合理摆放和科学地进行商品位置陈列对于吸引消费者的注意有非常重要的意义。研究大型超市的货架陈列设计，可以有效更佳地指导实体超市卖场的管理工作，明显提高销售成绩，在提高销售成绩的同时，通过将货架合理摆放和科学地进行商品位置陈列给予产品新的生命力，进一步提升超市的形象和吸引力，彰显企业的经营文化和具体目标（周越，2011）。 本文基于权力概念、隐喻理论等，结合权力概念与垂直方位空间隐喻关系的研究，探讨了高货架对成年人产品偏好的积极影响，低货架对幼儿产品偏好的积极影响作用。 本研究主要是采用了科学的实验法进行的。实验1证明：仰视能够提高个体对于权力相关词汇的反应速度，而俯视能够提高对于幼儿相关词汇的反应速度。实验2则证实：相对于低货架，消费者对于高货架上陈列的成年人产品更偏爱；相对于高货架，消费者对于低货架上陈列的幼儿产品更偏爱。同时，在货架高低对成年人和幼儿产品的偏好影响中，对权力的感知起到中介作用。最后，本研究根据结果提出了超市货架垂直高度位置合理布局和科学商品陈列的营销实践启示，进而为市场营销的实践活动提供了理论基础，同时也提出了未来重要的研究方向。图8幅，参考文献75篇。
英文摘要：	This research mainly discusses how large supermarkets and stores to set up different types of products (products of adult & products of baby) in the different vertical location of shelves scientifically and what the impact of these products placed in the different vertical location on consumer product preference. The traditional research of power concept is mainly about political science, sociology and cognitive psychology, and power is considered to be the influence of the thought and behavior to others or the ability of influencing others’ thought and behavior. Metaphor is also an important concept in psychology, and it refers that a concept from this cognitive domain is expressed from another concept from that cognitive domain systematically. In psychology research, there is a metaphor relationship between power and vertical locations, like "up" and "down”. Previous literature indicates that products should be displayed on the high location or the best location of the shelf which is flat with sight, but there is little research about setting different vertical locations of shelves more and more scientifically. It is very important to display goods on a quite right way to attract customers. The study how large supermarket shelves display better can guide stores’ management, improve sales performance, shape the overall image of supermarkets and highlight the enterprise’s management ideas and goals. Combining the concept of power, metaphor theory and the metaphorical relationship of power and vertical locations, we explore the positive effect of high location of the shelf on the product of adult and low location of the shelf on the product of baby. This study mainly uses experiment to research. Experiment 1 illustrates that physical movement of looking up boosts the reacting speed of the words related to powerfulness while physical movement of looking down boosts the reacting speed of the words related to powerlessness. Experiment 2 indicates that consumers will prefer the products of adult which is displayed on high location of the shelf and also prefer the products of baby which is displayed on low location of the shelf, and the perception of power plays a mediating role in the effect. Finally, we present the marketing insights which can provide a theoretical basis for the practice of marketing activities and the important future research directions. There are 8 pictures and 75 references in the article.
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