Abstract
SpoleÄnou charakteristikou modernĂch pĹĂstupĹŻ pouĹžĂvanĂ˝ch v retailingovĂ˝ch firmĂĄch je jejich komplexnĂ pĹĂstup k ĹeĹĄenĂ problĂŠmĹŻ vedoucĂch k dosaĹženĂ vÄtĹĄĂ efektivnosti integrovanĂ˝ch zpĹŻsobĹŻ pouĹžĂvanĂ˝ch na nabĂdkovĂŠ i poptĂĄvkovĂŠ stranÄ. Mezi hlavnĂ faktory ovlivĹujĂcĂ vĂ˝voj a zavĂĄdÄnĂ modernĂch metod ĹĂzenĂ patĹĂ rĹŻst konkurence napĹĂÄ vĹĄemi segmenty trhu, rostoucĂ nĂĄroÄnost spotĹebitelĹŻ, zmÄna spotĹebitelskĂ˝ch preferencĂ zpĹŻsobenĂĄ demografickĂ˝mi a ekonomickĂ˝mi faktory. VĂ˝znamnĂ˝m faktorem ovlivĹujĂcĂm vĂ˝voj metod a konceptĹŻ aplikovanĂ˝ch retailingovĂ˝mi subjekty jsou informaÄnĂ technologie. NĂĄstup novĂ˝ch informaÄnĂch technologiĂ zpĹŻsobuje rovnÄĹž zesilovĂĄnĂ konkurenÄnĂch tlakĹŻ. KonkurenÄnĂ vĂ˝hoda dnes nenĂ zaloĹžena vĂ˝luÄnÄ na cenovĂŠ soutÄĹži, ale i na tom, zda je podnik schopen zĂĄkaznĂkovi nabĂdnout adekvĂĄtnĂ pĹidanou hodnotu. PouĹžĂvĂĄnĂ novĂ˝ch metod ĹĂzenĂ je Ăşzce spojeno s procesnĂm ĹĂzenĂm firem a pĹipravenostĂ lidskĂŠho faktoru akceptovat tyto metody ĹĂzenĂ. Category management pĹedstavuje jednu z forem kooperativnĂ spoluprĂĄce s cĂlem zvyĹĄovat konkurenceschopnost, sniĹžovat celkovĂŠ nĂĄklady zĂşÄastnÄnĂ˝ch partnerĹŻ pĹi zdokonalovĂĄnĂ pĂŠÄe o zĂĄkaznĂky.
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