This study aims to propose operational strategies for temperature management in wholesale fish markets, the first stage of the seafood distribution structure, in light of the increasing consumption of seafood and the government's strategy to revitalize the seafood consumption market. To identify areas for improvement in efficient cold chain management at wholesale markets, an analysis was conducted based on a survey assessing the importance and satisfaction levels among industry stakeholders. The survey results highlighted key reinforcement factors, such as ensuring the separation and safety of workspaces, securing low-temperature auction facilities, improving outdated wholesale market infrastructure, and raising workers' awareness of quality and hygiene management. Priority improvement areas included enhancing hygiene-related facilities, standardizing and regulating equipment, establishing temperature monitoring and management systems, implementing government policies for hygiene improvement in wholesale markets, and providing subsidies. The findings of this study are expected to serve as a reference for the adoption of seafood cold chain policies.