Changes in Fresh Seafood Distribution System and Supply Chain Building

Abstract

This paper examines the forming conditions of a new Supply Chain from a viewpoint of rationality of economic individuals, through clarifying the changing mechanism of retail-led fresh seafood distribution system. Rational behavior of an economic individual is to plan for the advantage maximization, that is, most suitable value or a balance between the total sales revenue maximization and cost minimization. The costs could be defined as distribution cost, transaction cost, and management cost. It is necessary that the rationality of the economic individuals is achieved, to build a new Supply Chain of fresh seafood as an innovation in food system.