基于消费者决策的连锁超市品类管理研究

Research on the Chain Supermarket Category Management Based on Consumer Decision-making

连锁超市品类管理是连锁超市基础性和核心性的管理工作,科学的连锁超市品类管理有利于提升消费者满意度,做到对消费者决策的正确引导,实现对连锁超市经济利益和长远发展的保证。以消费者决策机制为中心,在分析消费者决策机制影响因素的基础上,阐述了连锁超市品类管理的概念和理论,提供了从管理意识、结构建设、反馈机制、数据分析等方面建设连锁超市品类管理新体系的建议,为连锁超市进行科学品类管理提供参考。

Category management in supermarket is a supermarket chain based key management,the science of category management in supermarket is conducive to enhancing customer satisfaction and do the correct guide to the consumer decision-making,guarantee to realize the chain supermarket economic interests and long-term development.On the consumer decision-making mechanism as the center,through the analysis of the influencing factors of consumer decision-making mechanism based on,this paper expounds the concept and theory of category management in supermarket,provides for the supermarket chains of science category management to provide the reference from the management consciousness, building structure,feedback mechanism,data analysis and other aspects of the construction of the chain supermarket category management new system is proposed.