In China, the production, consumption and distribution systems of cultured crabs have made a dramatic progress during the past decade. As the principal sector of a wholesale market, those wholesalers’ role which they played and market strategies designed to tackle above influences emerged as a academically-valued subject along with a rise of domestic market. In this paper, was chosen to conduct a field study aiming at investigating its distribution mechanism of cultured crabs within this market.
Firstly, its distribution pattern has been transferred from traditional consignment to buy-out dealership. Secondly, a tendency towards market segmentation is looming large today; meanwhile, its marketing network has been expanded larger.
The evolvement is a mirror of customers’ diversified needs across Chinese domestic aquatic market as well. In addition, the roles which wholesalers played and their identifications in the distribution network have been branched out, from traditional dealers to crabs culturists, even commercial carriers. Furthermore, professional purchase agent as a new sector emerged within aquatic wholesale market.
This study also found, those changes in distribution systems are weakening the intrinsic function and efficiency of traditional aquatic market silently.
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