Research On Aquatic Products Distribution Problem In Chain Supermarket Of Zhanjiang By The Wall-market As An Example

In recent years, with the improvement of people’s living standards and changes in modern lifestyle, there are many new forms of stores emerging in China, such as supermarkets, chain supermarkets, convenience stores and others, which quickly spread from huge and second-tier cities to third and fourth tier cities. In fresh products business, chain supermarkets occupy more and more proportion. Aquatic products, as one of the essential part, have gradually received favor. However, aquatic products itself has a perishable nature, plus transportation inefficiencies, "missing link" and other issues, all severely restrict its circulation. Compared with the first-tier cities, third and fourth tier cities’ consumers are more sensitive to price, those supermarkets have weaker transportation and distribution capacity, which restrain the supermarket distribution scale and limit the profit. Therefore, it necessary to establish the aquatic distribution system, making supermarket chain as the core enterprise, to refine and improve the procurement and distribution sectors for three and four-tier cities’ supermarket aquatic products business.At present, fresh food procurement, transportation, safety and other issues in chain supermarkets have been extensively studied, except aquatic products business. As a special product, there exist such problems, single procurement channels, limited ability to add value, lack of professional equipment applications, lack of cold chain transport and security issues in supermarket distribution. Chain supermarkets sell the majority aquatic products, there is room for improvement in the origin of goods, application of transportation technology, aquatic products processing, distribution and so on.Based on this, this paper took Wal-Mart in Zhanjiang for example, through literature review, field research and data analysis, etc., finding those problems: Orders not accurately reflect the actual market demand, higher procurement costs, low level of information, lack of standard transportation and distribution tools, aquatic product quality and safety can’t be guaranteed. Meanwhile, the paper selected Young`s Bluecrest, Whole Foods Supermarket, Yonghui Supermarket and Jiajiayue supermarket, under diverse levels of development, different level of transpotation, analysis domestic and foreign supermarket aquatic products distribution in-depth, which could be reference to macro study.Finally, based on Zhanjiang local conditions, this paper made recommendations to enhance the local supermarket aquatic products distribution capabilities: in micro-level, focusing on brand management, increasing transpotatoin equipment investment, government supportting the establishment of aquatic products distribution center; in meso-level, government leading to slandered aquatic products process, training talents in fishery and transportation, speeding up the establishment of aquatic cold chain logistics.