視覺行銷對運動服飾商店應用之初探

A Primary Exploration About the Application of Visual Merchandising to Sportswear Stores

施懿容(Yi-Rong Shih) ； 鄭志富(Chih-Fu Cheng)

《東海體育學報》 5期 (2021/12) Pp. 11-19

https://doi.org/10.29418/TJPER.202112_(5).0002

摘要

隨著運動健身相關產業的飛速成長，相關產業也急遽成立及發展。其中，「視覺行銷」係為一關於陳列、展示、銷售，以及企業理念與經營體系的重要戰略，乃為當前零售產業的重要經營策略。本文主要內容分為三大部分，首先針對視覺行銷之定義與應用進行闡述；第二部分探討視覺行銷於運動領域之研究，綜整分析視覺行銷於運動領域當中零售商店的相關研究；第三部分為探討視覺行銷之發展趨勢。綜整結果發現：視覺行銷於零售商店、時尚產業、運動服飾零售商店都有廣泛的研究與應用，而視覺行銷對於顧客的視覺引導以及刺激購買皆有重要的影響力。建議未來業者能藉由將品牌精神，或是銷售策略的概念融入視覺行銷的策略當中，消費者在購物行為發生的同時，也能對於所消費運動服飾的品牌更為認識，並能藉此刺激顧客的購買行為。

關鍵字

運動行銷 ； 商品陳列 ； 零售

並列摘要

With the rapid growth of sports and fitness-related industries, related industries have been established and developed rapidly. Among them, ＂visual merchandising＂ is an important strategy for display, demonstration, sales, and corporate philosophy and management system, which is an important business strategy for the retail industry. This paper is divided into three main parts, firstly, the definition and application of visual merchandising; secondly, the study of visual merchandising in the field of sports, and thirdly, the study of the development trend of visual merchandising. The results of the synthesis show that visual marketing has been widely studied and applied in retail stores, fashion industry, and sportswear retail stores. Visual merchandising has an important influence on the visual guidance of customers and stimulation of purchase. It is suggested that in the future, by incorporating brand spirit or sales strategy concepts into visual merchandising strategies, consumers will be able to know more about the brands of sportswear they consume while shopping and stimulate their purchase behavior.

並列關鍵字

sports marketing ； merchandise display ； retail