生鲜农产品网购定价策略研究——基于消费者网购意愿视角的分析  

Research on Pricing Strategies of Online Shopping about Fresh Agricultural Products--Based on the perspective of consumers' willingness to buy online

作　　者：冯燕芳[1] Feng Yanfang

机构地区：[1]无锡工艺职业技术学院

出　　处：《价格理论与实践》2020年第7期137-140,共4页Price:Theory & Practice

基　　金：教育部人文社会科学研究规划基金项目“生鲜农产品供应链信息溯源、网购意愿与消费扶贫研究”(项目批准号:18YJAZH020);江苏高校“青蓝工程”资助(苏教师函[2020]10号)。

摘　　要：生鲜农产品具有不易存储、运输配送要求高、易变质、货物损失大等特点,进而对于生鲜农产品价格具有较大影响。本文结合消费者的生鲜农产品网购需求,从网购的便捷度、新鲜度、物流效率、价格、信息化等方面分析生鲜农产品的网购意愿。从便捷特点的网购定价、网购新鲜度定价、电商平台定价、网购物流效率定价、网购信息化定价等方面提出生鲜农产品的定价策略,以促进生鲜农产品获得更好的经营效益。The fresh agricultural products have characteristics of not easy to store,transport ation and distribution requirements are high,easy to deteriorate,large loss of goods and so on,which has great impact on the price of fresh agricultural products.According to the demands of consumers'online shopping of fresh agricultural products this paper analyzes the consumers'willingness to buy online from the convenience of online shopping,freshness,logistics efficiency,price,information and so on.This paper puts forward the pricing strategies of fresh agricultural products from the aspects of pricing for convenience,freshness pricing,e-commerce platform pricing,logistics efficiency pricing,information pricing of online shopping and so on for the purpose of obtaining better business benefits.

关 键 词：生鲜农产品 网购意愿 生鲜农产品价格 定价策略 

分 类 号：F724.6[经济管理—产业经济] F323.7