Research On Management Of Fresh Food In Supermarket In China

Supermarket, one of new-style retail industries, is originated in America in the 1930s, it first appeared in China in the early 1990s and boomed since then. Two advantages following the dealing in fresh food of supermarket, first, it improves the shopping environment of consumers; second, decreasing in number of circulation sections are in favor of income increase of the farmers in China. So it goes that the supermarket pattern also plays an important role in innovation of fresh food circulation system. Finally, this study mainly focuses on the tendencies of fresh food dealing of chain-store-supermarket based on qualitative analysis of the main stages in fresh food product marketing system evolvement and supermarket development in China.With relevant factors selected by Behavior of Consumer Choice, data based on 2002 sample of vegetables consumption choice of 200 consumers in Beijing, this study makes a positive analysis on where the consumers make their purchases and applies the Logit Choice Model to evaluate the factors, analyze the direction and extent of their influence.Result of the model shows that income and education of consumers, vegetable quality of supermarkets are positively correlative with the determination of where to buy, namely, in supermarkets or in non-supermarkets, while vegetable price of supermarkets and time that consumers go shopping are negatively correlative with the determination of where to buy. Two according restraints are lower income of consumers and higher vegetable price of supermarkets.To promote a healthy development of supermarket dealing in fresh food in China, some policy implications are suggested:1. It is necessary for governmen to encourage and support supermarkets in future as an efficient way of marketing fresh foods;2. To better satisfy demand for fresh food, supermarkets should analyze consumer behaviors with modern information management technologies and shift from production-oriented fresh food supply chain to demand-oriented one;3. Supermarkets should implement integrated management to further optimize fresh food supply chain and bring down costs in marketing and management;4. Supermarkets should practise strategies of fresh food differentiation oriented from consumer demand to satisfy differentiate, individualized and diverse demand.