【正文】 f economic,. It includes the purchase, storage, sorting, cargo handling, delivery and other activities. It is a logistics activities way which bine with the special, integrated business flow and logistics. Because rural areas, farmers and agricultural products are unique, they have some different characteristics pared with urban logistics distribution. Frequent orders for the rural chain supermarkets, many stores, high frequency of purchase orders, strict time limits for delivery。 agricultural products are perishable and seasonal, which transportation, processing, preservation have high requirements for the logistics and distribution technology。 It is lack of market demand in rural areas, farmers’ consumer environment and awareness have not yet mature, the Infrastructures of logistics are still poor, the store layout is fragmented, regional span is large, distribution paths are tortuous and long, therefore, the distribution is difficult。 rural modities are replaced frequently。 many products of the chain supermarkets in rural areas are big package supply based on individual store distribution center to dismantle zero and sorting.III. THE MAIN PROBLEMS OF LOGISTICS AND DISTRIBUTION OF RURAL SUPERMARKETSA. The lower rate of uniform distribution and higher operating costAccording to the merce department survey, the coverage of rural chain supermarkets has reached more than 60% since “Ten Thousand Villages” market project was carried out while the distribution rate is just 40%.This is not only lower than 60% of the average delivery rate of domestic chain supermarkets, but also much lower than the rate of foreign chain supermarkets which is more than 80%. .Uniform distribution leads to unified procurement. The stores can’t get advantages of chains. This will lead to the high logistics cost.B. The unreasonable logistics and distribution patterns of reading information efficientlyRecently, our rural chain supermarkets’ logistics and distribution channels are mainly consists of distribution centers, rural food and supplymarketing cooperatives, thirdparty logistics and distribution system. Actually, these three kinds of distribution ways are facing to the same problem of high logistics costs. Many chain supermarkets have not established their own distribution center and could not met the needs of the distribution services. Even though some chain supermarkets have established their own distribution centers, there are still many problems. Most rural supermarkets are small and lack of funds to build distribution centers, therefore a number of distribution centers can not meet the demands on supermarket distribution. The rural chain stores spread widely and the limited amount of single chain supermarkets distribution. The ine is less than the cost of distribution centers’ construction and operation.C. Delayed construction, poor technology, low distribution level of distribution centersThe distribution centers of rural chain supermarkets are transformed and expanded mostly on the basis of the original warehouse, which can not meet the service needs of chain supermarkets. These distribution centers can only be used for warehousing, storage and transportation. They are lack of deep processing capacity of goods, information processing and feedback functions. The basic facilities are inadequate and lack of mechanized equipments and testing, processing, freezing, cold storage, packaging and other equipments. Computer information management systems are also far from perfect which lead to the weakness of timely exchange of data with suppliers, headquarters and branches. It is difficult to manage the logistics information effectively, so that the level of all functions’ coordination and integration is still verylow.D. Inadequate informationsharing systemThe information system construction of rural chain supermarkets is relatively backward. Electronic ordering systems, electronic data interchange systems and valueadded network systems have not been used. Decisionmake and information management systems are far from perfect. It is difficult to municate information among chain supermarkets, distribution centers and suppliers. All these lead to the untimely procurement and replenishment, resulting in supply gap. It is difficult to get timely operational guidance, sales, management, goods delivery and transfer between head office and the branches. In addition, information on products and services can not be feedback in time. Distribution products that do not reflect local characteristics and farmers’ need will be affecting the development of chain supermarkets.E. Smallscale enterprises, lacking of leading enterprisesWhile the consumption of the rural market is potential, farmers’ spending power is poor. They do not accept designed products in the short time. Moreover, there are a lot of problems such as dispersion demand, high cost of rural logistics operation, smallscale, inadequate facilities, insufficient funds and without leading enterprises. It is difficult to achieve in logistics, distribution, management, and economies of scale. F. Distribution center with unqualified personnel, lack of logistics talents who are familiar with the rural market Distribution center came out late in China and was lack of professionals. The qualities of employments are generally low. Most operators do not have enough logistics knowledge with understanding little about operation principles , business segment interface, operating processes, industry standards, service standards and modern information technical application. In this background, logistics talents are specially lack of in rural areas. There is an urgent need to develop enough talented persons who understand rural, farmers and grasp the features of modern rural logistics.IV. THE LOGISTICS AND DISTRIBUTION STRATEGY OF RURALCHAIN SUPERMARKETSA. Selecting the appropriate distribution waysThe logistics and distribution of chain supermark