Study On Cold Chain Logistics Business Development Planning Of The Dongguan Jiangnan Agricultural Products Wholesale Market

With the rapid development of economy,people's living standard has greatly improved,but people pay more attention to food quality,freshness and security.Based on the requirement of the market,as well as the support of national policy,the cold chain logistics industry is high-speed channel of development.In 2015,cold storage ownership has reached37.1 million tons in China,increase up 12.6%;The refrigerated trucks and insulated car ownership has also reached 93400,up 23.1%.Despite infrastructure of cold chain logistics is the rapid growth,compared with developed countries,but the overall development scale on cold chain logistics system in China is still in the starting phase,which hasn't formed large-scale and systematic,so cold chain logistics system has a huge market space.The cold-chain logistics level is low in Dongguan,Howere,the speed of development is more quickly,and the market potential is tremendous,it eagers for cold chain logistics to provide all kinds of services in order to guarantee cold-chain logistics market demand and improve food quality to a certain extent in Dongguan.In this context,Dongguan Jiangnan Agriculture by-product Wholesale Market will invent funds 1 billion to develop cold chain logistics projects so as to promote the development of cold chain logistics market in Dongguan.This paper researches cold chain logistics project on Dongguan Jiangnan Agriculture by-product Wholesale Market,first of all,through analyzing business management situation of cold chain logistics,it can find that its business operation model is not reasonable,the positioning of market objectives is narrow,types of business is single and operations of business is nonstandard and so on,meanwhile,the article analyses the reasons of these problems;Then it uses SWOT analysis method to analyze internal and external environment of the development on Jiangnan Agriculture by-product Wholesale Market,advancing SWOT matrix theory in order to determine business development direction of cold chain logistics;Finally,it will build reasonable business plans from business operation mode of cold chain logistics,the market target,types of business,and security measures.The author hopes to research business development planning of cold-chain logistics about Jiangnan Agriculture by-product Wholesale Marketstudy so that it can posses definite guidance and reference significance for business development of cold chain logistics enterprise in Guangdong.