title: ÐÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¿ÑÐ¸Ð½ÑÐ¸Ð¿Ð¾Ð² Ð¸ Ð¿ÑÐ°Ð²Ð¸Ð» Ð¼ÐµÑÑÐµÐ½Ð´Ð°Ð¹Ð·Ð¸Ð½Ð³Ð° Ð² ÑÐµÐ»ÑÑ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð³Ð¾ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐ Â«ÐÐ»Ð¾ÑÐ¸Ñ ÐÐ¶Ð¸Ð½ÑÂ»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Using the principles and rules of merchandising to improve the efficiency of the trade enterprise using the example of AO Gloria Jeans
Creators: name: ÐÑÐ»Ð¾Ð², ÐÐ½Ð´ÑÐµÐ¹
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: Ð¼ÐµÑÑÐµÐ½Ð´Ð°Ð¹Ð·Ð¸Ð½Ð³
ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ðµ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ðµ
ÑÐ¸ÑÐµÐ¹Ð»
Ð²Ð¸Ð·ÑÐ°Ð»ÑÐ½ÑÐ¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
ÐÐ»Ð¾ÑÐ¸Ñ ÐÐ¶Ð¸Ð½Ñ
ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ðµ Ð°ÑÑÐ¾ÑÑÐ¸Ð¼ÐµÐ½ÑÐ¾Ð¼
Ð¿ÑÐ¾Ð´Ð°Ð¶Ð¸
merchandasing
retail enterprise
retail
visual marketing
Gloria Jeans
assortment manahement
sales

description: Ð¦ÐµÐ»ÑÑ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÑÐµÑÑÐ²ÑÑÑÐµÐ¹ ÑÐ¸ÑÑÐµÐ¼Ñ Ð¼ÐµÑÑÐµÐ½Ð´Ð°Ð¹Ð·Ð¸Ð½Ð³Ð° Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð° Â«ÐÐ»Ð¾ÑÐ¸Ñ ÐÐ¶Ð¸Ð½ÑÂ», ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð´Ð»Ñ ÐµÐµ ÑÐ»ÑÑÑÐµÐ½Ð¸Ñ Ð¸ Ð¾ÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð¼ÐµÑ. ÐÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: - ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÑÑ Ð¿Ð¾Ð½ÑÑÐ¸Ðµ Ð¸ ÑÑÑÑ Ð¼ÐµÑÑÐ°Ð½Ð´Ð°Ð¹Ð·Ð¸Ð½Ð³Ð°, ÐµÐ³Ð¾ Ð²Ð¸Ð´Ñ Ð¸ Ð·Ð½Ð°ÑÐµÐ½Ð¸Ðµ Ð² ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ ÑÐ¾Ð·Ð½Ð¸ÑÐ½Ð¾Ð¹ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸; - ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÑÑ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð·Ð°ÐºÐ¾Ð½Ñ, Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð¸ Ð¿Ð¾ÐºÐ°Ð·Ð°ÑÐµÐ»Ð¸ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¼ÐµÑÑÐ°Ð½Ð´Ð°Ð¹Ð·Ð¸Ð½Ð³Ð°; - ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÑÑ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð¼ÐµÑÑÐ°Ð½Ð´Ð°Ð¹Ð·Ð¸Ð½Ð³Ð° Ð² ÑÐµÑÐµÐ²Ð¾Ð¼ Ð½ÐµÐ¿ÑÐ¾Ð´Ð¾Ð²Ð¾Ð»ÑÑÑÐ²ÐµÐ½Ð½Ð¾Ð¼ ÑÐ¸ÑÐµÐ¹Ð»Ðµ Ð Ð¾ÑÑÐ¸Ð¸; - Ð´Ð°ÑÑ Ð¾Ð±ÑÑÑ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÑ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐÐ Â«ÐÐ»Ð¾ÑÐ¸Ñ ÐÐ¶Ð¸Ð½ÑÂ» Ð¸ Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð° Â«ÐÐ»Ð¾ÑÐ¸Ñ ÐÐ¶Ð¸Ð½ÑÂ» (Ð³. Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³, Ð¿Ñ. ÐÑÐ»ÑÑÑÑÑ, 1); - ÑÐ´ÐµÐ»Ð°ÑÑ Ð¾Ð±ÑÐ¸Ð¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐ¸ÑÑÐµÐ¼Ñ Ð¼ÐµÑÑÐ°Ð½Ð´Ð°Ð¹Ð·Ð¸Ð½Ð³Ð° Ð¸ Ð¾ÑÐµÐ½ÐºÑ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð³Ð¾ Ð¿ÑÐ¾ÑÑÑÐ°Ð½ÑÑÐ²Ð° Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð° Â«ÐÐ»Ð¾ÑÐ¸Ñ ÐÐ¶Ð¸Ð½ÑÂ»; - ÑÐ´ÐµÐ»Ð°ÑÑ SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¾Ð¿ÑÐµÐ´ÐµÐ»Ð¸ÑÑ Ð²Ð½ÑÑÑÐµÐ½Ð½Ð¸Ðµ Ð¸ Ð²Ð½ÐµÑÐ½Ð¸Ðµ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ñ ÑÐ¸ÑÑÐµÐ¼Ñ Ð¼ÐµÑÑÐ°Ð½Ð´Ð°Ð¹Ð·Ð¸Ð½Ð³Ð° Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð° Â«ÐÐ»Ð¾ÑÐ¸Ñ ÐÐ¶Ð¸Ð½ÑÂ»; - ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¸ÑÑÐµÐ¼Ñ Ð¼ÐµÑÑÐ°Ð½Ð´Ð°Ð¹Ð·Ð¸Ð½Ð³Ð° Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð° Â«ÐÐ»Ð¾ÑÐ¸Ñ ÐÐ¶Ð¸Ð½ÑÂ» Ð¸ Ð¾ÑÐµÐ½Ð¸ÑÑ Ð¸Ñ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÑÑ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ. Ð ÐºÐ°ÑÐµÑÑÐ²Ðµ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¾Ð¹ Ð±Ð°Ð·Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð»Ð¸ÑÑ Ð¼Ð¾Ð½Ð¾Ð³ÑÐ°ÑÐ¸Ð¸ Ð¸ Ð°ÐºÑÑÐ°Ð»ÑÐ½ÑÐµ Ð½Ð°ÑÑÐ½ÑÐµ Ð¿ÑÐ±Ð»Ð¸ÐºÐ°ÑÐ¸Ð¸ Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½ÑÑ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½ÑÑ ÑÑÐµÐ½ÑÑ Ð¸ ÑÐ¿ÐµÑÐ¸Ð°Ð»Ð¸ÑÑÐ¾Ð² Ð² Ð¾Ð±Ð»Ð°ÑÑÐ¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¸ Ð¼ÐµÑÑÐ°Ð½Ð´Ð°Ð¹Ð·Ð¸Ð½Ð³Ð°, Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð»Ð¸ÑÑ Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ñ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÑÐµÑÑÑÑÐ¾Ð². Ð­Ð¼Ð¿Ð¸ÑÐ¸ÑÐµÑÐºÐ°Ñ Ð±Ð°Ð·Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ â ÑÐ¸Ð½Ð°Ð½ÑÐ¾Ð²Ð°Ñ Ð¸ Ð±ÑÑÐ³Ð°Ð»ÑÐµÑÑÐºÐ°Ñ Ð¾ÑÑÐµÑÐ½Ð¾ÑÑÑ Â«ÐÐ»Ð¾ÑÐ¸Ñ ÐÐ¶Ð¸Ð½ÑÂ». ÐÑÐ¸ ÑÐ±Ð¾ÑÐµ Ð´Ð°Ð½Ð½ÑÑ, Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼ÑÑ Ð´Ð»Ñ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð¸Ñ ÑÐ°Ð±Ð¾ÑÑ, Ð±ÑÐ»Ð° Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð° Ð¿Ð¾Ð¸ÑÐºÐ¾Ð²Ð°Ñ ÑÐ¸ÑÑÐµÐ¼Ð° Ð¯Ð½Ð´ÐµÐºÑ. ÐÐ»Ñ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¸ÑÑÐµÐ¼Ñ Ð¼ÐµÑÑÐ°Ð½Ð´Ð°Ð¹Ð·Ð¸Ð½Ð³Ð° Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð° Â«ÐÐ»Ð¾ÑÐ¸Ñ ÐÐ¶Ð¸Ð½ÑÂ» Ð±ÑÐ» Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½ ÑÑÐ´ Ð¼ÐµÑ, ÐºÐ¾ÑÐ¾ÑÑÐµ ÐºÐ°ÑÐ°ÑÑÑÑ ÑÐµÐºÑÑÐµÐ¹ Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²ÐºÐ¸ Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð°, ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð·Ð°Ð¿Ð°ÑÐ°Ð¼Ð¸, Ð¾Ð±ÑÑÐµÐ½Ð¸Ñ Ð¸ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ðµ Ð¿ÐµÑÑÐ¾Ð½Ð°Ð»Ð°, Ð¾Ð±ÑÐ°ÑÐ½Ð¾Ð¹ ÑÐ²ÑÐ·Ð¸ Ñ ÐºÐ»Ð¸ÐµÐ½ÑÐ°Ð¼Ð¸, Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÑÐ½ÐºÐ° Ð¸ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð², ÑÐ°Ð±Ð¾ÑÑ Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸ÐµÐ¹ Ð¸ Ð°ÑÑÐ¾ÑÑÐ¸Ð¼ÐµÐ½ÑÐ¾Ð¼, ÑÐ°Ð±Ð¾ÑÑ Ñ POS-Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ð°Ð¼Ð¸.
description: The given work is devoted to analyze the existing merchandising system of the Â«Gloria JeansÂ» store, develop recommendations for its improvement, and assess the effectiveness of the proposed measures. The research set the following goals: - To examine the concept and essence of merchandising, its types, and its significance in the commercial activities of a retail enterprise; - To consider the main laws, tools, and efficiency indicators of merchandising; - To look at the features of merchandising in the Russian non-food retail chain; - To give a general description of the Â«Gloria JeansÂ» company and the Â«Gloria JeansÂ» store (St. Petersburg, Kultury Ave, 1); - To conduct a general analysis of the merchandising system and evaluate the retail space of the Â«Gloria JeansÂ» store; - To perform a SWOT analysis, identify internal and external issues of the stores merchandising system; - To develop measures to improve the merchandising system of the Â«Gloria JeansÂ» store and evaluate their economic efficiency. The theoretical framework was based on monographs and current scientific publications by domestic and foreign scholars and experts in marketing and merchandising, and materials from internet resources were also used. The empirical base of the study consisted of the financial and accounting reports of Â«Gloria JeansÂ». Yandex search engine was used to collect the data needed to perform the work. A number of measures for improving the merchandising system of the Â«Gloria JeansÂ» store were proposed, which concerns the current store layout, inventory management strategy, staff training and development, customer feedback, market and competitor research, target audience and assortment work, and work with POS materials.