Research Of E-commerce Application Strategy For Fresh And Agricultural Product In Chain Supermarket

Chain supermarket has many natural advantages such as many community outlets and high recognition among consumers. Nowadays many chain supermarkets enrich the product varieties by selling fresh product, resulting in increasing sales and also expanding the convenience consumer services to further improve the supermarket brand influence. Since fresh product has a strong seasonal features and a short freshness time so that the purchasing and sales chain are different from other general merchandise. With the rapid development of information technology and extensive use of the Internet, e-commerce has been gradually replacing the traditional or mixing with traditional business. E-commerce can quickly give feedback of the demand and supply of farmers, suppliers, supermarkets and consumers, accelerating information transmission of producing, purchasing, and sale, effectively solving the current supply chain problems of supermarket fresh product. By sorting the research results both home and abroad in the fields of fresh agricultural products, e-commerce applications, supermarket chains and other aspects, it is found that current research mainly focus on the traditional network sale of traditional fresh products, supermarket supply chains and other aspects, yet there is no comprehensive study of innovative applications of fresh product in the supermarket chain under e-commerce environment.By doing field survey of e-commerce applications of fresh and agricultural product in Yancheng largest local supermarket chains-Yajiada, the author found the initial application of e-commerce in terms of fresh products has been done in the supermarket, but there are still a large gap in practical significance of E-commerce still, mainly in six aspects:Firstly, e-commerce applications is still at the primary purchasing stage of agricultural products. Secondly, there is no strategic planning and specific operational measures of systematic network marketing. Thirdly, terminal facilities have not been established yet to adapt to e-commerce sales of modern information network platform. Fourthly, the distribution system can not meet the needs of e-commerce applications. Fifthly, it lacks e-commerce professionals. Sixthly, government support is not enough.By doing research of successful case studies such as Wal-Mart and No.1 shop, the author found that there is a lot to learn from e-commerce applications in large supermarket chains, such as the deployment of advanced information technology of infrastructure construction, innovative marketing model, supportive logistics and distribution system, integration and development of online to offline. From learning these experiences, aiming at the practical problem of e-commerce applications of fresh and agricultural product in Yancheng Yajiale supermarket, the author makes a few suggestions:First, we should actively promote the 020 e-commerce model. Through both online and offline development, it can not only expand the internet turnover, but also increase the pedestrian volume and publicity of the store. Second, we could strengthen the network marketing. Through the new marketing tool, it will attract more customers. Third, we need to strengthen the infrastructure of information technology. We need to release modernization control and information terminal of the headquarters stores to meet the requirements of e-commerce applications. Fourth, we should develop experience marketing. Through multi-level customers experience applications, it can enhance consumer acceptance and consuming desires. Fifth, distribution system should be improved to have a strong support. Sixth, personnel training of e-commerce need to be strengthened to improve application ability. Seventh, we need to actively seek government support to build demonstration projects.From the research results of e-commerce applications of fresh and agricultural products in Yajiale supermarket, this can not only provide a theoretical basis of reference for development of Yajiale supermarket, but also provide some enlightenment for e-commerce applications of fresh and agricultural products in other chain supermarkets.