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

20世纪90年代，S连锁超市门店数量迅速增加，门店规模迅速扩大，加快了食品零售结构的调整。然而，各家连锁超市都存在生鲜食品盈利能力较低、销售效率下降的问题。利用信息技术发展物流，建立生鲜供应链，适应消费者对安全食品的需求，是20世纪90年代S连锁超市生鲜食品营销的重要内容。连锁超市生鲜食品销售呈现出销售形式和连锁企业之间标准化的趋势。然而，销售形式和连锁店之间的竞争是为了在商品销售中有所作为。案件的重要手段是消费区域、场所产品和有机农产品，目前各连锁超市除了批发市场外，还以各种方式提供生鲜食品。由此，供应链的形成支持了连锁超市在批发市场和供应商、生产地的销售。通过上述，目前形成了以连锁超市为主导的生鲜食品市场结构，形成了在接力市场阶段和产地阶段支撑连锁超市销售的供应链。

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.