传统零售业POP广告研究_英语论文

A Study on POP for Traditional Retailing Industry

摘要

POP广告又称“卖点广告”，是众多广告形式中的一种，在诸多领域应用颇为广泛，比较常见的是各大商场。它的形式不仅多样化，而且种类极其广泛，设计与展示都是针对特定的目的，主要功能是刺激引导消费者和活跃商场气氛。高消费时代离不开广告，商场作为现代生活必不可少的场所，为POP广告的发展提供了发展空间。就目前来说，虽然商场POP广告还存在着一些设计与展示方面的问题，但我们更要看到POP广告为商家所带来的利益。本文研究了POP广告在传统零售业中的发展现状和趋势，并重点对商场中的POP广告在设计与展示方面存在的问题进行分析并提出一些相应的策略。揭示了企业培养创新型设计人才的重要性以及POP在社会文化发展中的重要影响，才能更好地发挥POP在零售业经济中的作用。

关键词：POP广告；传统零售业；商场；企业；设计；策略

Abstract

POP advertising, one of advertising modes, is also known as point of purchasing advertising. It is widely used in many fields, particularly in shopping malls. There are various forms and types of POP which have their specific purpose. The main function of POP is leading consumers and activating the atmosphere of stores. Business life cannot be separated from advertisements. Shopping mall as an indispensable part for modern life provides development space for POP. Although there are some problems in POP design and display at present, we should see the benefits that POP advertising brings to the retailing industry. This paper studies on the current situation and developing trend of POP in traditional retailing industry, mainly analyses the deficiencies of POP design and display, and puts forward corresponding strategy. It also reveals the importance of cultivating innovative talents for companies and the influence of POP on social culture, which is beneficial to the development of retailing industry.

Key Words: POP advertising; traditional retailing industry; shopping mall; company; design; strategy