Category Management Research Based On ECR For Chinese Chain Supermarkets

In recent decade, chain industry is one of the fastest growing industries in china, and chain supermarkets have taken over the half of the industry.With the industry maturity deeper and competition more intense, Chinese chain supermarket scale has been enlarging, however, their benefits are decreasing, and the relations between suppliers and customers are deteriorating. On this background, the paper discusses how Chinese chain supermarkets carry out category management (CM) to maximize customers' benefits, and suppliers', and supermarkets' on the basis of ECR.At the beginning, the actuality and popular problems of china chain supermarkets were demonstrated. Then, a solution was provided to maximize the three parts' benefits. After that, the concept, content and elements of ECR was given. Subsequently, the concept, efficient strategy and effects of CM were explained. Afterward, the methods and skills of CM were introduced. And then, the operating condition and effect evaluation was also referred. In this part, a new evaluation method—— balance scoring card, was emphasized after enumerating the old method' disadvantage. In the end,it was pointed out that CM would promote the operating level of china chain it supermarkets.In this paper, there are several achievements: introducing CM comprehensively and systemically; transforming CM theory into operable methods with matrixes, tables and charts; putting forward a new evaluating index system.