Research On The Impact Supermarket Development Has On Agricultural Products Marketing And Distribution

Supermarkets thrive on retailing fresh agricultural products in the recent years, which have considerable impact on dealers in conventional channels such as wet markets. The paper studied the impact supermarkets have on agricultural market and distribution, and provided theory reference to government policy establishment to agriculture and suggestion to supermarket enterprises to enhance their competition to agricultural products dealing, so that agriculture market and distribution can be more effective and rising demand from consumers can be satisfied.Here we have flourishing Shanghai city as example to research supermarket and wet market as well as consumers by questionnaire. Based on the data comparison was made between two major markets in the terms of retail price, variety, consumer, supply chain and quality safe management, and the situation and issue of agricultural products market and distribution in supermarkets was analyzed.. The agricultural products prices in supermarket are comparable to that in conventional wet market, and some are even lower. The deference between them is analyzed with short term equilibrium theory. Supermarket is changing consumers'custom to purchase agricultural products, but it can not replace wet markets in the short time. The agricultural products on sale in supermarkets are elaborated and standardized, which shows the tendency of brand registered. The supermarket is altering supply chain from horizon-oriented to vertical-oriented, which advanced market and distribution efficiency. It is proved in principle that the improvement of supermarket supply chain can result in a true win-win situation in which everybody is better off. The supermarket organizations make for agricultural products quality and safe management, of which tow cases show the evidence. At last, some suggestion for supermarket enterprise and government is offered based on the above study.