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The Blue and Yellow Economic Zone refers to intersection region of the Yellow River Delta High-efficiency Eco-economic Zone and the Blue Economic Zone of Shandong Peninsula, and has been promoted to the height of national strategy in the 12th Five-year Plan, making its overall development highly concerned by the society. As an important part of modern logistics, cold chain logistics plays an extremely important role in perfecting regional economic supply chain system and promoting overall development of regional logistics industry. To this end, economic development of the Blue and Yellow Economic Zone shall be fully supported by cold chain logistics. This paper begins with overview of the Blue and Yellow Economic Zone and cold chain logistics, and studies on development status and countermeasures of cold chain logistics in the Blue and Yellow Economic Zone. Overview of the Blue and Yellow Economic Zone and cold chain logistics Overview of the Blue and Yellow Economic Zone The planned scope of the Blue and Yellow Economic Zone covers all sea area of Shandong Province, Yantai, Dongying, Qingdao, Weihai, Rizhao, Weifang cities, and land area of 2 coastal counties namely Wudi County and of Zhanhua County Binzhou City. The Blue and Yellow Economic Zone has been listed as a region in which the country will develop rigorously marine economy, and plays an important role in building a modern marine industry system and improving marine resources utilization efficiency; the planned scope of the Yellow River Delta High-efficiency Eco-economic Zone covers Historical Alluvial Plain of the Yellow River, coastal region of north Shandong and surrounding extension, specifically including 6 cities and 19 counties such as Binzhou City, Dongying City, Hanting District, Shouguang City, Dezhou Leling City, Changyi City and Qingyun County in north Weifang City, Laizhou City and Gaoqing County, and is an important region in which China develops high-efficiency eco-economy. Overview of cold chain logistics The so-called cold chain logistics specifically refers to a special supply chain system that keeps fresh products always in low-temperature environment during production, storage, transportation, sales and consumption from the supplying places to receiving places. Cold chain logistics shall follow strictly “3T” principles, namely Time, Temperature and Tolerance, in order to reduce loss of fresh products and guarantee the quality of fresh products. At current stage, products that China handles in cold chain logistics are divided into three categories: firstly, primary agricultural products, including fruit, vegetables, aquatic products, meat and poultry, flowers and plants, and eggs etc; secondly, processed good, including cooked food, cold drinks, quick-frozen food and dairy products etc; and thirdly, special drugs etc that must be of cold storage. Development status of cold chain logistics in the Blue and Yellow Economic Zone Development advantages of cold chain logistics in the Blue and Yellow Economic Zone Transportation system is being gradually perfected. According to current situation, cold chain logistics industry in the Blue and Yellow Economic Zone has a good development prospect, and lays a good foundation for the development of this industry in terms of traffic conditions and logistics subjects. Since 2010, Shandong Province has 3rd International Conference on Science and Social Research (ICSSR 2014) © 2014. The authors Published by Atlantis Press 1105 invested a total of RMB 167.3 billion in construction of transportation infrastructure within 4 years, and focuses on implementing three major projects namely establishing large road network, building large ports and developing great logistics, and promotes vigorously the perfection of transportation system and rapid development of modern transportation industry. Logistics industry develops rapidly At present, Shandong has over 5,000 logistics enterprises, gradually forming a logistics enterprise group with industrial characteristics, which includes logistics enterprises with diverse forms of ownership, various service modes and different business scales. Among top 100 national logistics enterprises, 22 enterprises are from Shandong Province, such as Shandong Province Communication and Transportation Group, Haiers Logistics and China Post Logistics (Shandong Province) etc. Meanwhile, Korean Hanjin Shipping, Danish Maersk, FedEx and other international logistics companies also enter Shandong Province, with logistics business covering shipping, marine transportation, air transportation, containers and warehousing etc. As a result, Shandong logistics infrastructure begins to take shape, and thus provides important guarantee for the development of cold chain logistics in the Blue and Yellow Economic Zone. Development disadvantages of cold chain logistics in the Blue and Yellow Economic Zone Decentralized cold chain logistics resources Among Shandong enterprises which are included in the list of top 100 national logistics enterprises, only Shandong Rokin Logistics specializes in cold chain logistics business, and others have other business besides cold chain logistics business. On the whole, markets of cold chain logistics in the Blue and Yellow Economic Zone are less centralized with decentralized logistics resources, which are mainly reflected in the following two aspects: firstly, enterprises engaged in cold chain logistics business have current situations of small scales and large number, and most enterprises have registered capital of less than RMB 1 million, and thus it is difficult to form scale effects of cold chain logistics industry; secondly, logistics industry is unevenly distributed in the Blue and Yellow Economic Zone, mainly in Qingdao and Zibo etc, which have their respective planning of logistics industry and compete for logistics resources, and thus lead to more decentralized logistics resources of the Blue and Yellow Economic Zone, making it impossible to form a situation of powerful combination. Backward cold chain logistics service mode Logistics enterprises in the Blue and Yellow Economic Zone do not take cold chain logistics services as the key of enterprise development, and only several large-scale logistics enterprises have several hundred refrigerating vehicles, sound cold chain logistics network system and high-level automated information management system, while other small-scale logistics enterprises have not basically an information management system, but only several refrigerating vehicles and several short-distance transportation lines. Backward technical equipment and service management of cold chain logistics enterprises lead to poor overall strength of cold chain logistics enterprises in the Blue and Yellow Economic Zone. Meanwhile, in the Blue and Yellow Economic Zone, cold chain logistics enterprises have a single service mode, and lack additional services and value-added services. Most cold chain logistics enterprises mainly provide basic services such as warehousing, in-city delivery and cold chain transportation etc. Only large-scale cold chain logistics enterprises provide additional services of distribution, sorting and labeling etc, and even fewer cold chain logistics enterprises could provide value-added services such as purchasing, inventory management and data analysis etc. Restricted by business strength of cold chain logistics enterprises, current cold chain logistics enterprises in the Blue and Yellow Economic Zone are unable to provide high-end value-added services such as distribution processing, information processing and financial services etc. Non-standard cold chain logistics market At present, the Chinese government focuses on normal temperature logistics when formulating logistics industry planning, policies and systems, while ignoring the demands of regional economic development for cold chain logistics. As a result, there is a lack of cold chain logistics industrial standards, resulting in poor standardization of cold chain logistics market directly. In this case, cold

Study on Development Status and Countermeasures of Cold Chain Logistics in Blue and Yellow Economic Zone