生态农产品定价策略研究  

Study on pricing strategies of ecological agricultural products

作　　者：蒋凡 王永富[1] JIANG Fan;WANG Yong-fu(Guangxi Eco-engineering Vocational and Technical College,Liuzhou 545004,Guangxi,China;School of Economics and Management,Beijing Forestry University,Beijing 100083,China)

机构地区：[1]广西生态工程职业技术学院,广西柳州545004 [2]北京林业大学经济管理学院,北京100083

出　　处：《湖北农业科学》2022年第4期193-196,共4页Hubei Agricultural Sciences

基　　金：广西哲学社会科学规划研究课题(15BJY013);2021年度广西社科界智库重点课题(Zkzdkt-70);2021年度广西高校中青年教师科研基础能力提升项目(2021KY1202)。

摘　　要：分析了生态农产品消费群体的定位和生态农产品定价策略的可行性,认为生态农产品采用撇脂定价策略相对于渗透定价策略和成本加成定价策略显示出更大的优越性。还提出努力提升生态农产品品质、高效传递生态农产品质量信息、积极维护生态农产品品牌形象等完善生态农产品撇脂定价策略的建议。The consumer positioning of eco-agricultural products and the feasibility of eco-agricultural products pricing strategies were analyzed,it was held that the application of skimming pricing strategy for eco-agriculture products would have greater superiority over penetration pricing strategy and cost-plus pricing strategy.Some suggestions had also been put forward to improve skimming pricing strategy for ecological agricultural products by improving the quality of ecological agricultural products,efficiently transmitting infor⁃mation about the quality of ecological agricultural products,and actively maintaining the brand image of ecological agricultural prod⁃ucts.

关 键 词：生态农产品 定价策略 撇脂定价 

分 类 号：F323.7[经济管理—产业经济]