Circulation deregulation and IT (information technology) are reforming our country in recent years. It becomes the “magacompetition time” in a global scale, and circulation and marketing are faced with a structural change. Corporate activity has also been presenting the new aspect.
Reorganization of a circulation channel organization is progressing by retail higher rank degree of concentration. The conflict of a production section and a retail section is actualizing. Simultaneously, the movement toward cooperative-related between is actualizing. It does not stop at the management style of a mere store or a mere organization. The division-of-work relation between production and circulation may be changed. The middle wholesaler of production and retail is influenced as a result “Strategic cooperation” is the internal structure of circulation and a ma rketing mechanism, and change of outside environment. When the past also saw the change term, a wholesalers function and existence base were asked. However, the wholesaler has built each time still higher function.
The circulation system is formed from decision-making of an organization in which a large number carried out autonomy. Only the company which can adapt itself to business environment actively continues existing.
The meaning and the requirements for cooperative company relation construction were checked. The active advancement in functional of the wholesale business which finds out existence value while the relation between companies changes. And the possibilities of expansion were examined. Moreover, the possibilities ware suggested.

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We know a trend toward supply of the detailed production history information of a food at the point of purchase to consumer with trace-ability system in the food chain. On the other hand, psychological consumer behavior research has pointed out the limitation of information processing capacity and therefore the adoption of the simplified information processing methods as heuristics at the point of purchase.
This study has given the consumer information processing model has been based on comprehensive models as EBM Model, Bettman Model, Elaboration Likelihood Model and so on. Based on the model, we have collected the protocol date of consumers by thinking aloudmethod at the point of five kinds flesh foods purchase in a retail shop, and have analyzed the number of search items and attributes of the foods, the kinds of decision strategy and the times of the information processing. As the results, we have pointed out routine problem solving or limited problem solving included heuristic decision strategies in the consumer information processing at the point of purchase. Accordingly, it is not a realistic idea that consumers make it a practice to refer the supplied great detailed information at the point of food purchase. It is desirable that we supply essential information of food attributes with simplified condition to consumers.

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