Research On Status Of Retailing Management Under The Whole Industrial Chain Strategy Of Fresh Produce In H Company

In this paper,mainly in the field of food safety and social background of consumer upgrade,the author do research on retailing management under the whole industrial chain strategy of fresh produce in H company,in combing the whole industry chain and retailing management related theory and H company's actual operating condition on the basis of analysis of H company "planting(breeding),processing,cold chain logistics,retailing," the characteristics of the whole industry chain model,and focuses on the problems existing in the retailing management and retailing management strategy for the whole industry chain to realize the important meaning,and to do a better job of fresh produce and the whole industry retailing management strategy and how to optimize the whole industrial chain through retailing management strategy put forward improvement Suggestions.H company sells perishable fresh as the main characteristics fresh produce,fresh produce positioning safe,healthy,fresh,delicious,the price also is several times higher;H company's retailing link is the value of the whole industrial chain link,the performance of the retailing terminal directly decided the company strategy model of the whole industry.At present,the problems of H company's retailing terminal are opening delays,poor performance,continuous problem of huge losses and low brand awareness;This article starts from the basic elements of retailing management analysis,and think that H company mainly has trouble of exist brand positioning mistakes,choice of retailing formats,unreasonable structure of supply chain,unstable category,human resource management confusion,and so on;Superposition of a variety of reasons,caused the present situation.This paper argues that can pass to make the whole industrial chain strategy core competitive advantage and brand advantages as the main train of thought,review the existing retailing formats,adjust the category structure,optimize the supply chain,activation of human resources and other ways to solve the problem of H company now.