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(二)营销组合管理:1.产品:(1)以公司主体定位为依据,确定审批定位。以“高广度、中深度和适度关联性”的要求,选好主营商品大类,确定经营商品的品种和结构,采用“矩形理论”:横向表示商品大类,确定商品结构。纵向表示商品经营的深度,即明细商品品种、层次、链条。连锁超市经营的商品品种,我国传统上认为一般应符合规范化、标准化、包装容易的要求。目前主要集中在日常生活用品、休闲食品,而今肉禽、水产、果蔬等商品已开始走入连锁店,并已成为消费热点。(2)新产品管理:采取跟踪销量——信息反馈——供应商信息反馈结果,分析新产品的质量和销路,决定新产品的去留,要求撤柜的要解释原因,希望保留继续销售的要协商新的合作
(B) Marketing Portfolio Management: 1. Products: (1) Based on the company’s main body positioning, determine the approval and positioning. With the requirements of “high breadth, medium depth, and moderate relevance”, we will select the main categories of commodities, determine the variety and structure of the products, and adopt the “rectangular theory”: horizontally represent categories of commodities and determine the structure of commodities. . Vertically indicates the depth of commodity management, that is, the type, level, and chain of detailed commodities. As for the types of commodities operated by supermarket chains, China traditionally believes that it should generally meet the requirements of standardization, standardization, and easy packaging. At present, mainly in daily life supplies, snack foods, and now meat, poultry, aquatic products, fruits and vegetables and other commodities have begun to enter the chain, and has become a consumer hot spot. (2) New product management: take follow-up sales - information feedback - supplier information feedback results, analyze the quality and sales of new products, determine the new product to stay, require the withdrawal of the cabinet to explain the reasons, and hope to retain the continued sales Negotiate new cooperation