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Positionnement Voulu Et Mise En Scene Du Point De Vente Des Enseignes De Proximite -Etude D'Un Convenience Store Japonais

Author

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  • Emilie Hoëllard

    (NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

  • Claire Capo

    (NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

Abstract

Le dynamisme du commerce de proximité dans les pays développés répond aux besoins de consommateurs plus exigeants en termes de praticité de l'achat – convenience - et de professionnalisme des points de vente. Ainsi, de nouveaux concepts de proximité émergent, notamment sur le modèle des « convenience stores » asiatiques et américains. S'appuyant sur deux grilles de lecture, l'une du positionnement voulu par les enseignes de la proximité (Capo et Chanut, 2013), l'autre de la mise en scène des points vente (Hoëllard, 2013), cette recherche propose une analyse de la mise en scène de la proximité dans les points de vente sous le prisme du positionnement voulu de l'enseigne. Est-il possible de mettre en scène la proximité d'un point de vente de type supérette ? En quatre phases de collecte et d'analyse de données, émerge une étude de la mise en scène des points de vente de proximité au Japon, à travers le cas des convenience stores « 7 Eleven » (le premier d'entre eux en CA et en ancienneté), montrant une mise en scène globalement en congruence avec le positionnement voulu.

Suggested Citation

  • Emilie Hoëllard & Claire Capo, 2016. "Positionnement Voulu Et Mise En Scene Du Point De Vente Des Enseignes De Proximite -Etude D'Un Convenience Store Japonais," Post-Print hal-01739699, HAL.
    • Handle: RePEc:hal:journl:hal-01739699
    Note: View the original document on HAL open archive server: https://hal.science/hal-01739699
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    References listed on IDEAS

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