A Study On The Influencing Factors About The Using Willingness Of Supply Chain Finance In Fresh Supermarket Suppliers

In recent years,due to changes in consumer demand,the pace of transformation and upgrading of fresh supermarkets has further accelerated.Fresh supermarket is a core enterprise in the fresh supply chain,it plays an important role in the supply chain.While it is rapidly developing,it puts forward higher requirements on the quality and safety of fresh ingredients,which makes fresh supermarket suppliers obliged to produce fresh produce that meets the fresh supermarket requirements.Therefore,the production costs of fresh supermarket suppliers are rising,which have caused the breakdown of the capital chain to become one of the predicaments faced by fresh supermarket suppliers,and affecting the production and development of fresh supermarket suppliers.The search for new funding sources has become an important task for fresh supermarket suppliers.With the development of the financial market,the supply chain finance model has become an important means to raise funds for companies.The rise of supply chain finance has linked fresh produce suppliers,fresh supermarkets,and consumers in an industrial chain through logistics,capital flows,information flows,and business flows,which to form a unity of mutual connection and co-existence and common prosperity.It greatly enhances the financing capacity of fresh supermarket suppliers,and also encourages fresh supermarket suppliers to produce high-quality fresh goods to meet the quality and safety requirements of fresh supermarkets and consumers.This article takes the Yonghui Superstore supplier as the survey object,and analyzes the influencing factors that the willingness which the fresh supermarket suppliers use supply chain finance.What's more,some countermeasures were proposed to promote the development of supply chain finance in fresh supermarkets and using willingness of fresh supermarket suppliers.Finally,This article gets the following conclusions.First of all,the development of supply chain finance in fresh supermarkets is still in its infancy,and the willingness of suppliers to choose supply chain finance is not strong.Therefore,through the questionnaire survey and empirical analysis,this paper tries to find out the factors that affect the using willingness of fresh supermarket suppliers,and enhance the willingness to use it through the "prescription of the right medicine" approach.Secondly,fresh supermarkets develop supply chain finance and raise the using willingness of fresh supermarket suppliers,it need joint efforts of fresh supermarkets and suppliers.Finally,the essence of the development lies in the fact that the supply chain finance must service real economy.