These days received some type of task data analysis, statistical indicators in accordance with their respective product categories, but the current version of the company to maintain product classification standard has been saved in the database at least three new demand put forward new category division method, many companies this phenomenon exists: "eight brand", "three products", "ten series", "five standard" and so on, the more the concept to mention the more to the actual data management caused a lot of obstacles, in the final traceable category management or did not do. (Readers please note: this category can be simply understood as a product category, but the business community have to explain more angles.)
First, the definition
About category in the industry are actually many different definitions, but the concept is still in the final analysis in order to distinguish, identify and produce, in particular in different application scenarios, its definition may have different emphases, let's organize a variety of definitions:
- Volkswagen Definition: Categories.
- Super defined (Carrefour): namely the classification of goods category, a small class represents a consumer demand.
- Baidu Encyclopedia Definition: category (Category), refers to the interests of target customers to buy a single point of a commodity (Single Benefit Point, referred to as SBP). Every single point of interest by material interests (functional benefits) and emotional benefits constitute a double-sided.
- Business definitions (AC Nielsen research company): determine what the composition of the product groups and categories related to consumer perception should be based on an understanding of consumer demand and buying behavior. Produced class can be extended management concepts.
Second, the role
By defining these four different ways, we can see that the general definition and super closer to our understanding, from a practical perspective on the use and convenience category, divided by category of merchandise, easy maintenance and management of goods. Wikipedia and commercial definitions from a higher level to understand the category, through category management to build the brand, this is the ultimate goal of business is defined, which is both fundamental difference. By definition both seem correlation is not very strong, from personal experience and I think their point of view clear relationship between the two (we shall say mass and super category is called the public category, Wikipedia and business category called business category.)
- Common ground category; I have not thought about such a problem, why category, the emergence of a category is to solve any kind of problem. In fact, we can directly category classification as well, mentioned in many categories of our classification criteria, I am here to give an example: supermarket such as glass dishes, wooden dishes, ceramic dishes, stainless steel dishes, from the material angle is not divided into the four categories of the dishes are divided into different material categories go, this mean these four items will be put to a different place; but from the consumer point of view to think, we go to the supermarket buy dishes certainly hope that all the dishes are put together to help us to choose, not to consider are dishes, wooden dishes, stainless steel or ceramic dishes or dishes made of glass. If the mall from this perspective evaluation categories divided mean divided by function, according to the material to be more appropriate than a point, but not the criteria for the classification is the best or the criteria for the classification is not applicable to all the scenes it, then above this example, if a transport company, you say how they will be divided, certainly material ah, why, glass, ceramic is fragile, fragile unity on the list of transportation; wood is flammable and easy on the uniform fuel transportation goods inventory, etc., stainless steel is a non fragile, can be placed on the list of common carriers; in this scenario material division also played a role. So that way divided by categories or according to specific scenarios to analyze, it is only two relatively simple case, which is why there are so many different definitions of categories.
- Volkswagen category is the basis of business categories; Through the above explanation, we are not to have a deeper understanding of the category, the category is the convenience of the public to use from the perspective of the general public to divide category, empathy business category is the brand from a business point of view and to the category, but in turn, no matter how divided the business category will need to consider the extent accepted by the public, so they had to return to the definition of the public category, although the commercial category to create their own brands can create a lot of ideas out of the category, but it is necessary to consider the convenience of their own use, but also consider the degree of brand recognition and acceptance in the market.
- Category Management; two by the above description, we can draw a general point of view, there is no uniform standard division category, but there are many measurable criteria, such as a scene, practical and objective. The category management is in the market to promote their own brands, to build their own product categories into a powerful brand by brand to expand the market. The final category both from life and also higher than life, it is necessary to solve the practical needs of consumers, while also solve the emotional needs of consumers (brand dependent)
References:
1. category
2. Category Management