Research On Chubby Boy Supply Chain Management Optimization Based On Consumer Satisfaction

As China has become the world's second largest economy,the national economy and consumption levels are steadily increasing,besides that consumers have higher requirements for the level of goods and services.Fresh supermarket is an innovative retail business model that has developed rapidly in China in recent years,it mainly emphasizes the reconstruction of traditional farmer's market and supermarket,so as to achieve the integration of diverse business model and enhance the shopping experience of consumers with higher quality products and services.“Chubby boy”(hereafter referred to as CB)fresh supermarket is created by the state-owned enterprise Hubei Cereals,Oils and Foodstuffs Import and Export Group Co.,Ltd and the traditional private enterprise Huapei Supply Chain Management Co.,Ltd.Driven by the environment of market consumption upgrades,this cooperation between private enterprises and state-owned enterprises has been promoted.Thus,Both companies have insufficient experience in the fresh retail industry,and there are some problems have also been exposed in supply chain management;1)There are no cost-effective goods and services that provide consumers with competitive advantages.2)There are many shortages in the information management,sales management,logistics management,quality and safety management of supply chain,which are reflected in the slow response to the needs of consumers,poor communication of information,lack of online shopping channels and so on.This paper summarizes the relevant theories based on supply chain and demand chain,them conducts a field survey on the satisfaction of CB fresh supermarket from the perspective of consumers,in the mean while obtains consumption in the form of questionnaires.By using the SPPS software to analyze the related data,at the same time,factor analysis and regression analysis are used to construct the consumer satisfaction and impact factor model.Then it analyzes its existing problems from five aspects and provides a realistic basis for the supply chain optimization.Finally,proposed the the optimization strategy of the supply chain of CB supermarket.The conclusion: Consumers' overall satisfaction with “Chubby boy” supermarket products and services is not up to the mark.To overcome the shortage,this paper proposes to establish a unified information platform,with consumer demand as the core of procurement management,in the meanwhile strengthen the optimization strategy of supply chain standardization.The innovation of this paper is to combine with supply chain theory to solve related problems of fresh supermarket supply chainmanagement in life practice from the perspective of consumers,by taking consumer demand as the core and leading.