The Study Of Supermarket Fresh Supply Chain Management Optimization Based On Consumer Satisfaction In Wuhan City

In the background of fresh agricultural products in the retail practice having changed profoundly,fresh supermarket developing quickly,Wuhan fresh supermarket has been rapid development.However,fresh supply chain of Wuhan supermarket has remained relatively stagnant and a lot of problems.This article from the consumer perspective,on the basis of consumer satisfaction evaluation,researched theoretically and empirically in the Wuhan supermarket fresh supply chain optimization strategy.First,this paper concluded the supply chain theory,agricultural products supply chain theory and fresh agricultural products supply chain theory to point out inadequacies of existing research:the study from consumer perspective to analyze is rare;the study of optimizing fresh supermarket chain supply was too general and abstract;very lack of quantitative analysis and empirical research.Then,designed a framework for empirical research with consumer satisfaction rating methods of marketing,with the actual situation in the supply chain of Wuhan flesh stores; visited consumers by intercepting,understood consumer satisfaction with supermarket fresh products by analyzing the data;understood the factors impacting on consumer satisfaction with fresh products by using exploratory factor analysis and multiple linear regression to analyze the data;Research shows that:fresh the overall operation of Wuhan supermarket supply chain is not good,much-needed improvement and optimization and the outstanding problems in the products are poor quality,lack of adequate ability to respond to the supply chain,operating costs too high,lack of the prices Advantage,and so on.On this basis,with the analysis of the status of Wuhan supermarket fresh supply chain,the deep-seated reason triggering consumers dissatisfaction is Wuhan supermarket fresh supply chain exist many problems in the procurement of raw management,logistics management,inventory management and information management:there is no demand forecast management,procurement multi-level channels,the procurement process unreasonable and do not have a fixed supply,fresh delivery system is imperfect,lack of technical support for logistics,inventory lack of coordination and cooperation,inventory strategy is too simple.Does not run through the lower reaches of the information on the platform,the transmission of information is not consistent. Finally,proposed eight optimization strategy:the introduction of consumer demand management,optimize procurement channels and processes,strengthen supplier management,improve the fresh distribution center system,the implementation of fresh cold-chain logistics,distribution classification fresh agricultural products,the implementation of a joint inventory management and building a unified information platform.Consumer demand management into determining factors affecting demand,the demand for investigation,carried out needs analysis three steps.Optimize procurement channels strategy is to establish supply directly channels,and optimize procurement processes strategy is to focus on procurement.Supplier management included evaluation of choice of suppliers and supplier management.Improve the system of fresh distribution center for raw processing must first accurate positioning,followed by choosing a suitable development model,and finally to overall planning,rational distribution.The implementation of fresh cold-chain logistics that we can draw three models,vacuum pre-cooling vegetables cold chain,cold chain Chilled Meat,frozen aquatic products cold chain.Category distribution of agricultural products is based on the characteristics of fresh fruits and vegetables products,animal products,live aquatic products,such as different category to distribution.Implementation of the Joint inventory management is to integrate storage capacity of supply chain nodes,to fresh distribution center inventory management as a link connecting the supply and demand and Co-ordination Centre.Unified information platform included the supermarket management information systems and public information platform,both through EDI,Internet/Intranet and e-commerce and other IT technology for docking.There are maybe two innovation in the paper:(1) The paper analyze the question of fresh supermarket supply chain in Wuhan city in angle of view of consumer perspective, and put forward optimization strategy,the research perspective has some innovation.(2) The paper introduce the method of evaluation of consumers' satisfaction to the research of supply chain,know of the evaluation of satisfaction of Wuhan resident to terminal tender of Wuhan supermarket fresh supply chain,the research method maybe has some innovation.