Study Of The Successful Mode Of The Chinese Free Market Of Agricultural Products Turn To Greengrocery

In July 2001, the first project "free market of agricultural products turn to greengrocery" started in Wuhan. The result of this project was not quite very well around China. Except Fuzhou and Shenzhen, most projects are failed,such as Wuhan, Guangzhou and Nanjing.Compared more successful projects Fuzhou and Shenzhen with more failed projects, Wuhan and Guangzhou, the paper finds the key factors, which are the price factor, greengrocery management factor and government factor, to determine whether the project is successful or not.This paper puts forward countermeasures respectively from enterprise's and government's angle to satisfy these three factors.In order to solve the price problem, firstly, the enterprise should use the chain module, and then with the perishable goods circulation pattern of "farmers+greengrocery" to achieve the direct link between the production and the sale. It could decrease the purchase costs effectively.Secondly, enterprise should self-build the distribution center of perishable goods to achieve the goals, which are sorting unification, packaging unification and distributing unification, to avoid the waste of logistics costs.Lastly, enterprise should apply the cold chain logistics to reduce the loss rate.The enterprise must know how to make the difference between the free market of agricultural products and the comprehensive supermarket. This article pose that the greengrocery how to use the 4P's theory of marketing to design the corresponding place, product, price and promotion strategies.The government should play the role of resources integration in the "free market of agricultural products turn to greengrocery" project. Hence, this article argue that the government should introduce the BOT module, which could offer a platform so that the resources could integrate together successfully.