A Study On Category Management Of Chain Stores Based On Consumer Behavior

Supported by category data and taking category as the strategic unit, the category management with the consumer as the center is a management process improving retailers'performance by finding and satisfying the demands of consumer as well as the effective cooperation between supplier and retailer. By adopting the method of documentary and case study and taking the category management implementation over frozen food of JL chain store as the research subject, this paper conducts a comprehensive analysis over consumers'behavior and category management so as to enrich the research over category management in current theoretical circles.In the first place, this paper discusses the basic theory of consumer behavior and category management, in which the connotation, research content, sorts and decision-making stage of consumer purchase behavior;definition, contents and process, key and guarantee elements of category management are included. Secondly, it talks about the interaction between category management and consumer behavior. Afterwards, the category management process of JL chain store on frozen product based on consumer behavior is mainly elaborated, including category definition, category role, and the application status of category assessment and category score cards. Then the qualitative and quantitative analysis are conducted over the category management strategy and tactics on frozen food of JL chain store;they are six category management strategies as well as combined commodity static, category display static, commodity pricing static and commodity promotion static. At last, the channel and strategy of category management on JL chain store on frozen food are further approached and perfected based on the theory support and summary over the application achievements.The significance of this paper is that it converts the category management theory into the operational methods and measures. It hopes that this research based on consumer's behavior can be adopted as reference for category management implementing and improving on the chain stores in China.