Research On The Development Of Wet Market Under Multivariate Competition

The wet market is an important part of China’s livelihood projects,and it is the main channel for urban and rural residents to buy fresh agricultural products.It not only continues to provide residents with high-quality and cheap fresh agricultural products,but also plays a public welfare role in ensuring supply and stable prices,ensuring basic people’s livelihood and serving the government’s macro-control.However,with the influx of emerging retail companies into the fresh agricultural product market,the profitability of vendors has declined,and the number of vacant market stalls has increased,and many markets are facing the difficulty of making ends meet.How to ensure and enhance the profitability of vendors has become an important prerequisite for ensuring the smooth operation and development of wet markets.Therefore,this paper chooses the wet market as the research object,explores the influence of the internal and external environmental factors of the wet market on the profitability of vendors,and analyzes how the wet market can improve the profitability of vendors by improving internal management under the multivariate competition,so as to ensure the stable operation and development of the wet market.On the basis of reviewing the relevant research of domestic and foreign scholars,this paper sorts out the development history and existing problems of the wet market,analyzes its advantages,disadvantages,opportunities and challenges in the fresh agricultural product retail market,and reveals the existence value of the wet market and its development dilemma.Based on this,this paper uses the field survey data of 48 managers and 423 vendors of 48 wet markets in Hangzhou,and uses the OLS regression model to explore the impact of the internal and external environmental factors of wet markets on the profitability of vendors.The research results show that: The number of radiation population and the number of managers in the wet market are important factors that affect the profitability of vendors;After the online sales of the wet market reach a certain scale,the profitability of vendors will be significantly improved;The increase in the level of external competition in the wet market will significantly reduce the profitability of vendors in the market,and sales volume is an important channel for external competition to affect the gross profit margin of vendors;The market strengthens the release of agricultural product quality information and provides food safety-related training for vendors,which will help improve the profitability of vendors when there is intense competition outside the market.According to the research conclusions,this paper proposes the following policy recommendations: The government should strengthen the rational distribution of wet markets;The wet market should establish a reasonable market management mechanism;The wet market should actively develop online sales channels;The wet market should provide food safety information and training services for vendors.