Research On The Supermarket Agri-products Quality Management Based On The Supply Chain Management

At present, the current situation of the quality and safety of agricultural products(agri-products) in our country is not optimistic. The events related to the agri-products’quality occured from time to time and threatened consumers’ health and safety. With thedevelopment of national economy and the improvement of consumer disposable income,consumers pay more attention to the quality of agri-products, the supermarket has becomeone of the major driving forces in the domestic retail industry. Research on thesupermarket agri-products quality management is increasingly showing its importance.Meanwhile, with the in-depth research into the supply chain management of theagri-products, the great benefits brought by the supply chain management of theagri-products, especially its role in guaranteeing the agri-products quality in the entiresupply chain, have been widely acknowledged by the researchers and the agriculturalmanagers. Based on the four supporting theories, including the Supply Chain Managementof the Supermarket Agri-products, the Customer Relationship Management, theAgri-products Quality Management and the Information Economic Analysis ofAgri-Products Quality under Supply Chain Environment, this paper first conducts ananalysis of the consumption patterns of the supermarket agri-products, the presentconditions of the supermarket agri-products supply chain in Suzhou and the presentsituation of the agri-products quality. It then launches two investigations which are thesatisfaction of supermarket agri-products supply chain in Suzhou and the behavior ofpurchasing agri-products in supermarkets by questionnaire, and establishes the factorsmodel of overall satisfaction about individual consumers purchase and the correlationbetween consumer’s own factor and the cognition and behavior of agri-products’ quality.After that, it analyzes the existing problems in the supermarket agri-products qualitymanagement under the supply chain and proposes the optimization strategy for the supermarket agri-products management by making use of the SWOT analysis model andthe strategic selection method. Finally, with the agri-products quality management in theChang Ke Long supermarket of Changshu in Jiangsu Province as the typical case, it furtherdeepens the detailed research into the agri-products quality management.