Research On Optimization Of Red Star Macalline's Customized Product Management Strategy

With the rapid development of China's real estate market in the past 10 years,the home furnishing industry is still in the ascendant.The home stores represented by Red Star Macalline have also achieved leapfrog development with capital dividends.As of December 31,2019,Red Star Macalline has nationwide There are a total of 428 home furnishing stores operating in various places,as well as home furnishing stores such as Rival Home,Yuexing Home,Xiyingmen,and Fusenmei.The number of stores is constantly increasing.The oversupply of home shopping malls has raised the level of refined management of categories.Requirements.As the development of the household industry matures,the degree of brand centralization continues to increase under the influence of the macro environment and industry competition.It is necessary for the China Merchants Management Center to subdivide category roles through refined category management and promote refined category management from the top down.And operation,while tapping and cultivating potential brand supplementary category resources,it is also forcing companies in the industry to jump out of homogeneous competition and move towards a benign development track centered on users and driven by excellent products.This article takes Red Star Macalline's customized products as the research object and makes an in-depth analysis of the category management of the custom furniture industry and the company.(1)An in-depth analysis of the macro environment and industry environment of Red Star Macalline's customized products,combined with its own work,analyzes the existing problems in category management,and analyzes the reasons for these problems,thereby providing an optimization strategy.Basis and basis.(2)Based on the research perspective of this article,the external environment of custom product management is analyzed.By explaining the development history,industry classification,and current status of custom products,the personal industry understanding and research analysis of the development trend of the custom industry is facilitated by category management.Make strategic planning at work.(3)Based on the analysis of the internal and external environment of customized product management,a detailed SWOT analysis of Red Star Macalline's customized product management was made.Combining the relevant theories of category management,innovatively introduced category management to the household industry,and proposed the optimization of customized product management.The thinking clarifies the direction of category management.(4)On the basis of optimizing the Red Star Macalline fixed product strategy,this article proposes guarantee measures for the implementation and optimization of Red Star Macalline fixed product management from the aspects of organization,corporate culture,performance evaluation,and system guarantee.Based on the national macro environment and industry environment and the development trend of customized products,this article takes Red Star Macalline's customized products as the research object,and uses the relevant theories of category management to analyze the status and existing problems of Red Star Macalline's customized products management.The optimization countermeasures of Red Star Macalline's customized product management were put forward,which provided a certain reference for the refined management of the Red Star Macalline Household Group's categories and the improvement of the market competitiveness and sustainable development of the shopping mall.