Establishment Of The Bottled Pasteurized Milk Supply Chain Based On Efficient Consumer Response (ECR) Theory

In current situation, due to low efficiency of pasteurized milk supply, the inventorylevel of pasteurized milk is difficult to satisfy consumers' demand, complains betweenproduction sector and sale sector increase, which lead to the increase of total supply cost.Meanwhile, the quality of pasteurized milk decrease, and its safety risk increase, whichcaused consumers' dissatisfaction and complains about liquid milk supply.Aimed at those problems mentioned above, in order to realize safe and high efficientproduction and supply of pasteurized liquid mild, in this dissertation, first, the dynamicmodel of bacteria growth and propagation at different distribution temperature wasestablished with time as a variable. This model was used to predict the amount of microbein bottled pasteurized milk at distribution temperature with time duration, and assessmentof milk safety risk was made based on the national milk quality standard, which aimed toeliminate quality problems caused by inadequate distribution operation in advance andreduce the probability of enterprise loss after the event. Second, based on EfficientConsumer Response (ECR) theory, the model of high efficient liquid milk supply chain wasestablished in order to enhance partners in supply chain linkages to work together,efficiently and effectively offer the safe and sound milk which consumers satisfied, reducethe payout of unnecessary expenditure by enterprise and furthermore, decrease the total costof milk supply Chain.In this dissertation, three parts of research contents were involved, which show asfollows:(1) Current liquid milk supply situation in urban and suburban areas of Nanjing citywas investigated. The TR-2 aptitude temperature record instrument was used toautomatically record the temperature of bottled pasteurized milk at each stage ofdistribution process (from handling, shipment, loading, transport, and transfer up toend-points of outlets). The curve of the temperatures of milk and environment over timewas plotted. The total amount of bacteria in milk was analyzed accordingly. These datawere applied to assess the safety of liquid mild in current distribution system. Statisticalanalysis of 833 complaints received in twenty days showed that near 76.7% complaint wasdue to the milk deterioration. Distribution situation of bottled pasteurized milk in summer'snight was also investigated, it was found that the milk stayed at the temperature of 27℃～29℃for ten hours to next morning(about am 7:00), the number of total bacteria inthe milk would increase up to 1.2×10~5, which was more than that of national standard. Itwas indicated that the supply chain of the milk was not smooth and safe.(2) Bottled pasteurized milk was placed at the temperatures of 5, 10℃, 15℃, 20℃,25℃and 30℃, respectively. Sampling milk every 3 hours or 6 hours, the total amount ofbacteria in and titratable acidity of milk sample were analyzed. If the titratable acidity ofmilk sample was in excess of 20°T or the sample curdled, sampling stopped. At sametemperature, with logarithm of total amount of bacteria expressed as Y axis, time as X axis,the dynamic model of microbe growth and reproduction at different distributiontemperature was established over time. The result showed that at the temperatures of5℃,10℃,15℃, if the initial amount of bacteria in milk was less than 100cfu/ml, the bottledmilk would keep safe and high quality until 48 hours. At the temperatures of 20℃,25℃and30℃,microorganism grow and propagate quickly, and the amount of bacteria increasesignificantly. If distribution duration was more than 10 hours, the risk of milk safetyincreased. According to the provisions in national standard《pasteurized milk》(GB5408.1), when the amount of bacteria in milk is in excess of 30000cfu/ml,or titratableacidity more than 18°T, the bottled pasteurized milk is forbidden to sell or eat. Accordingto the safe criteria of GB5408.1, the environmental conditions of cold supply chain,duration and distance of supply and shelf life of bottled pasteurized milk were determinedwith the model of bacteria growth and propagation, and the safety risk of the milk productwas assessed in order to reduce damage to consumer and loss to milk company.(3) The model of high efficient and effective milk supply chain was established onthe basis of ECR theory. This model was characterized by open structure and smooth flowof information, commodities and financing. The data in the Point of Sale (POS) can beobtained quickly by all partners participated in the chain with Electrical Data Interchangetechnique (EDI), which can reduce the response time of production sector to orders fromconsumers and improve the efficiency of logistic. VMI technique make the supplier of milkquickly and continuously replenishment possible, which may reduce the inventory level andshortage of outlets. Retainer can gain more profits with integrated estimation method forcommodity contributed degree. Furthermore, the total cost of supply chain reduced by 10%and sale margin can increase. Finally, the milk supply routine was optimized with themodel of distribution routine based on time variable. The optimum duration and minimumnumber of trucks were determined.