Research On Category Management And Replenishment Strategy Of Chain Concenience Store

With the sustained and rapid growth of economy in our country, people’s rising living standards, chain convenience store is provided a broad space for development and opportunities. However, the increasing competition in the market, the diversification of consumer needs, and the commodity structure of multi variety and small batch makes it necessary to equip the ability of category management. Category management is an effective method to analyze the consumer demand and commodity management, but its foundation fanally comes to making and carrying out the category tactical. The category tacticals include product combination, new production introduction, good displaying, efficient replenishment and so on. And reasonable replenishment strategy is an important guarantee of good operation in chain convenience stores. Therefore, the analysis of convenience store chain replenishment strategy and category management has practical significance.Firstly, through the study of the birth and development of chain convenience stores, this paper analyzes the characteristics of convenience store chain by comparing the differences between the chain convenience and the chain supermarket, and the category management in the point of category tactics from the convenience store chain category management process. Secondly, this paper analyzes the replenishment strategy of warm food category, cold food and daily necessities category in detail. And it offers replenishment strategies model of warm food category and cold food category which are representative among the goods based on revenue maximization of stores in consideration of the weather conditions. Finally, this paper analyzes the 7-11 chain convenience store replenishment strategies and category management, and puts forward some suggestions.In this paper there are still some deficiencies about category management and replenishment strategy analysis of the chain convenience store, but some references can still be offerer for the development of the chain convenience store in China.