A Study on the Type and the Movement of the fresh foods merchandising of the supermarket in a period of the mega-competition

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The increase in the number of stores of the each supermarket chain and the enlargement of the each store proceeded rapidly in the 1990's, and it accelerated the reorganization of the food retail structure. However, each supermarket chain has the problem of the lower profitability of the fresh foods and the decline in the sales efficiency.The important elements of the fresh foods merchandising of the supermarket chain in the 1990's are the development of the logistics which utilized IT, the building of the fresh foods SCM and the adapting to the consumer's needs for the safe foods.The fresh foods merchandising of the supermarket chain is showing the tendency which is standardized among the sales forms and the chains. However, the competition among the sales forms and the chains is looking for making a difference in the merchandising. The important means of the case are the consuming region place products and the organic farm products.Each supermarket chain purveys fresh foods in the various ways in addition to the wholesale market at present. As the result, the forming of the supply chain to have supported a merchandising in the supermarket chain at the wholesale market and the supplier, the place of production is moving ahead.Through above things, the fresh foods market structure under the leadership of the supermarket chain is formed at present, and the supply chain which supported a merchandising of the supermarket chain in the stage of relay market and the stage of a place of production is being formed.