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Top1. Introduction
In recent years, the supply mode of fresh food also quietly changes. As food quality problem and food corruption problem comes out, the fresh food online supermarket, which could bring us high quality food, comes into our life.
Fresh food development has much problems and the development strategy is important (Yang Hongzhi, 2004). The channel of the fresh food is been studied, which reflect that supermarket is still the main channel of purchasing fresh food (Zhou Yingheng, Lu Lingxiao and Geng Xianhui, 2003). But online purchase interactions: implications is important, as the online supermarket has many superior factors (Hirumalai, Sriram, Sinha, & Kingshuk K., 2013). The development of the Internet is very fast, especially with the coming up of wireless Internet. The wireless Internet technology will play an important role in fulfilling the socio-economic needs in the future (Wang Zhiqiang, 2012). The online supermarket network system operation is found in many places including universities (Fang Qing 2010). Claudia Bazzani, Maurizio Canavari (2013) forecasted a scenario of the fresh tomato market in Italy and in Germany. Understanding consumers' online conversation practices is an important way to know customers’ need (Narvanen, Elina; Saarijarvi, Hannu, Simanainen, & Olli, 2013).
Change happens as the online fresh food market developed. TPL cooperative game under information asymmetry will not be as important as before, as the information is clearer. (Zhang Xuhui, He Hua, & Chen Hu, 2008; Qu Bo, Yang Chao, Zhang Min, & Dong Peng, 2006). Logistics distribution centre plays a more important role (Zhang, Jie, Prater, Edmund L., Lipkin, & Ilya, 2013). Consumer product knowledge and online shopping experience will effects customer loyalty (Yoon, Victoria Y., Hostler, R. E., Guo, & Zhiling, 2013). Feedback reviews and bidding in online auctions is more popular (Zhang, J., Prater, E. L., Lipkin, & Ilya, 2013). For the transportation of fresh food, Yang Hao-xiong, and Yin Juan-juan. (2012) considered distributing fresh agricultural products using the urban rail transit will be more popular; Jin Nan (2011) considered China fresh food express delivery will have a greater development.
The logistic supply chain management is becoming more and more important. Wu Yongmin, Du Wenlong, and Fan Xuemei (2008) studied fresh agricultural products logistics system and made comparison home and abroad. Yang Fang (2011) summarized and studied the Agri-produce supply chain management. Gong Shusheng and Liang Huailan. (2006) studied the logistics network modes of fresh food cold chain. David H. Taylor, Andrew Fearne. (2009) studied demand management in fresh food value chains. Riikka Kaipia, Iskra Dukovska-Popovska, and Lauri Loikkanen (2013) studied sustainable fresh food supply chains. Yu Min, Nagurney, and Anna (2013) put competitive food supply chain networks in the application of distribution of fresh food products. Louise Manning, Jan Mei Soon. (2013) studied Framework for fresh produce supply, which gave us a macro sight view.
The food safety construction is also important. In order to value that activity product evaluation channel should be built. Food traceable system should be constructed and corporation needs to take responsibility (Li Ying, & Liu Ping, 2012). Cold chain logistics operation management improvement is urgent (Xu Yani, 2011). The traceable system “RFID from Farm to Fork” project in Europe is constructed (Alfredo Parreño Marchante et al., 2013). Product quality evaluation system can use AHP fuzz method in product evaluation (Xi Xi, &Qiuli Qin, 2013). Some scholars studied advanced traceability system in aquaculture supply chain, which can contribute to the aquaculture development and improve aquaculture products’ safety (Alfredo Parreño Marchante, Alejandro Alvarez Melcon, Mira Trebar, Andrej Grah, & Piero Filippin, 2014). Some scholars considered the safety problem of using recycled paperboard for food packaging is serious (Maurus Biedermann, & Koni Grob, 2013). Organic food of fresh fruit and vegetables have added value for different kinds of users, for people have different views of organic food safety (Jos Bartels, Isabelle van den Berg, 2011). Lopez-Vizco´n, C., Ortega, F. (2012) detected mislabeling in the fresh potato retail, which will help to improve the quality of the fresh potato.
This research focuses on two parts: on the one hand, the fresh food online supermarkets’ future development is been analyzed; on the other hand, the effects it will make in the field of circulation of fresh food.