Study On Quality Safety Behavior Of Supermarkets In High Quality Pork Supply Chain

Pork is an important part of the human food and the main source of nutrients. Along withthe improvement of the quality of life, consumers demand for "quantity" of the pork ratherthan the "quality” gradually. However, the pork quality safety problem is still moreoutstanding. The effective way is to Implement supply chain management, meaning toconstruct high quality pork supply chain which contains moderate scale pig farm, large andmedium-sized enterprises and the supermarket. As the mainstream retail terminal of highquality pork supply chain, the supermarket is the last part to control the quality and safety ofpork. The good quality safety behavior of the supermarket plays an important role inpromoting the healthy development of high quality pork supply chain and ensuring the qualityand safety of pork. Based on methods such as literature access, expert interview, field survey,according to the related theory of the formation of pork quality behavior, the papercomprehensively use system analysis, statistical analysis and game analysis methods, thenfocus from four aspects (the basic theory, behavior descriptive analysis, good behaviorempirical analysis, the forming mechanism of good behavior and the suggestion forimproving the behavior), do further research on the quality safety behavior of supermarket inhigh quality pork supply chain.The theoretical basis in this paper is the concept definition and theoretical explanation ofthe supermarkets’ good quality safety behavior. This part takes the high quality pork, highquality pork supply chain, structure and characteristics of high quality pork supply chain, therole of the supermarket as the breakthrough points. Then, it focuses on the analysis of theconcept, the components and the interaction mechanism of good quality safety behavior ofsupermarket. The research shows that: The good quality safety behavior of supermarketincluds four aspects: supply chain logistics, environmental health management, qualitytracking and auxiliary management. The four aspects not only play roles independently, butalso promoting eath other harmoniously.The key contents of the paper are the descriptive analysis of quality safety behavior ofsupermarket and the influence factors of Implementing will in good quality safety behavior.Based on456questionnaires, the paper emphasizly analysis the cognition and behavior statusof quality safety of supermarket from: supply chain logistics, environment maintenancemanagement, quality tracking and auxiliary management. The research shows that: thequestioned supermarkets have higher awareness on supply chain logistics and environment maintenance; have lower awareness on quality safety traceability and auxiliary management;have good behavior in entrance check, cold chain logistics and problem pork processing, butlack of standardized behavior in equipment cleaning and disinfection, personnel health check,construction of quality safety system, quality traceability, introducing third testing institutions,and measures to apology and commitment to public when problem pork issues happened. Thestudy applys Logit model to analyze the influence factors of implementation will in goodquality safety behavior of supermarket. The study shows that eight factors have significantpositive influence on the quality behavior of supermarket: four factors have highest degreeimpaction (business types, whether sign a contract, the cognition of supply chain logistics);three factors have higher degree impaction (the scale of operation, the education backgroundof managers, the cognition of environment maintaining); the operation time has the lowestdegree impaction.The formation mechanism of good quality safety behavior of supermarket is theimportant research content. According to the research results above, the paper summarized theinfluence factors of the formation of good quality safety behavior from the supermarket itself,the organizational environment and external environment. Then put forward the formationmechanism of good quality safety behavior of supermarket. This mechanism includes powermechanism, promoting mechanism, safeguard mechanism and evolution mechanism. The fourmechanisms dominated the development and perfection of good quality safety behavior. Atthe same time, the paper points out that the formation of good quality safety behavior ofsupermarket is essentially a gambling process, which is between the supermarket and themarket supervision department. Then, the study builds a game model to analyze the process.Countermeasures for promoting the implementation of good quality safety behavior arethe foothold in this paper. From supermarket’s own point, it should strengthen learning,perfected quality tracking and internal management systems, strengthen employees’ healthinspection and vocational training; from the point of supply chain, it should strengthen thetechnology and financial support, organized the training and redoubled efforts to supervisionand inspection; from the point of government, it should strengthen the quality safetypropaganda and enforced the regulations enforcement actions; from the point of society, itshould strengthen public opinion supervision, the news media exposure, and allowed full playto the coordination and standardizing function of industry association.