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品类管理(Category Manage-ment)日益成为零售业关注的重点,无论是制造商、供应商还是零售商都开始将品类管理作为企业发展战略的一个重要部分,甚至有人提出2003年是中国零售业的“品类管理年”。2003年上半年,中国连锁经营协会(CCFA)将联合宝洁、可口可乐、在业界举行大规模的品类管理推广活动。当品类管理的重要性和必要性越来越被大家认识的时候,如何实现品类管理即品类管理的实务却成为企业的一个难点。其中一个原因便是:缺乏一套切实可行的贯穿品类管理全过程的执行方法。而优秀实用的软件工具往往决定整个执行方法的精髓与控制要领。主流品类管理软件的基本工作程序与功能大同小异。本文将在吸收欧洲零售企业成功经验的基础之上,结合笔者在国内品类管理实施当中的实践,重点介绍当前主流的品类管理软件工具在品类管理实践当中的应用。
Category Management (Category Manage-ment) has increasingly become the focus of the retail industry, whether manufacturers, suppliers or retailers have begun to category management as an important part of business development strategy, some people even suggested that China’s retail industry in 2003 “ Category Management Year. ” In the first half of 2003, the China Chain Store & Franchise Association (CCFA) will jointly procure P & G and Coca-Cola to hold a large-scale promotion of category management in the industry. When the importance and necessity of category management become more and more recognized by everyone, how to realize the category management that category management practices has become a difficult business. One of the reasons for this is the lack of a viable implementation methodology that runs through the entire process of category management. The excellent and practical software tools often determine the essence of the implementation of the methods and control essentials. Mainstream category management software’s basic work procedures and functions are similar. Based on the successful experience of European retailers, this article will combine the author’s practice in the implementation of category management in China, and introduce the application of current category management software tools in category management.