Research On The Category Optimization Of Mengniu Milk At Room Temperature Of Zhongkang Trading Co.,Ltd

Category optimization management could contribute to dealers to meet the needs of consumers more,to use resources effectively and rationally and to improve the output ratio.Based on the category optimization of Mengniu milk at room temperature managed by ZhongKang Trading Co.,Ltd.,this paper uses the literature research method,the category role matrix,the price band analysis method and the questionnaire survey method to analyze the current Mengniu milk category management situation of the company and the needs of retailer and the consumer to find the problems of the company in category management,finally this paper gives the concrete suggestions and guarantee measures to the category optimization.The main conclusions of the study are as follows:(1)The main problems of Mengniu milk at room temperature business of the comppany are:first,category combination is too much;second,product structure and price gradient are not rational;third,new product introduction is bland;fourth,terminal display and resource input are lack of management.(2)According to solve the above problems,this paper gives the proposal of Mengniu milk at room temperature category optimization.First,the optimization the current operation of the nine categories and 55 single product optimization to retain 9 categories of 32 single product,out of 23 single product.The prices of six single product of which retained single product are adjusted.Second,the category business strategy optimization,including strengthening services and promotions,a reasonable display of goods,improve the introduction of new products.(3)Improving the information management system,consummating the category optimization management system,strengthening cooperation with retailers and establishing the dynamic adjustment mechanism of category optimization as a safeguard measure.