生鲜食品超市的业态成长:限制性因素与对策分析

Restrictive Factors and Countermeasures on the Supermarket Retail of Fresh Products in China

本文在新“零售之轮”理论的基础上,讨论我国超市和农贸市场相对于技术边界的市场定位。认为就备货幅宽而言,农贸市场是比超市服务水平更高的生鲜食品零售业态;消费者效用最大化的生鲜食品购买场所选择中,超市的便利和舒适的购物环境是占权重小的消费者评判指标;超市潜在的质量安全优势尚未发挥出来。据此提出了相应对策。

Basing on “the new theory of retailing wheel”, the paper begins by analyzing the market position of supermarkets and street fairs about technology edge, and argue the street fairs may offer better services than supermarkets do only in terms of the mix kind of fresh products. As compared with other services, it is less important for the consumer buyer behavior which can reach to consumers maximum utility to have convenient and comfortable purchasing environment. Its no showing advantage in nature for supermarket themselves to supply safety fresh products. In the end, we put forward some countermeasures.