生態(tài)農(nóng)產(chǎn)品定價策略研究

摘要：分析了生態(tài)農(nóng)產(chǎn)品消費群體的定位和生態(tài)農(nóng)產(chǎn)品定價策略的可行性，認為生態(tài)農(nóng)產(chǎn)品采用撇脂定價策略相對于滲透定價策略和成本加成定價策略顯示出更大的優(yōu)越性。還提出努力提升生態(tài)農(nóng)產(chǎn)品品質(zhì)、高效傳遞生態(tài)農(nóng)產(chǎn)品質(zhì)量信息、積極維護生態(tài)農(nóng)產(chǎn)品品牌形象等完善生態(tài)農(nóng)產(chǎn)品撇脂定價策略的建議。

關(guān)鍵詞：生態(tài)農(nóng)產(chǎn)品;定價策略;撇脂定價

中圖分類號：F323.7         文獻標識碼：A

文章編號：0439-8114（2022）04-0193-03

DOI：10.14088/j.cnki.issn0439-8114.2022.04.038 開放科學（資源服務）標識碼（OSID）：

Study on pricing strategies of ecological agricultural products

JIANG Fan1，2，WANG Yong-fu2

（1. Guangxi Eco-engineering Vocational and Technical College，Liuzhou  545004， Guangxi，China;2. School of Economics and Management， Beijing Forestry University， Beijing  100083，China）

Abstract：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 information about the quality of ecological agricultural products， and actively maintaining the brand image of ecological agricultural products.

Key words：ecological agricultural products; pricing strategies; skimming pricing

生態(tài)產(chǎn)品主要包括清潔的空氣、干凈的水源和舒適的氣候，是構(gòu)成良好生態(tài)環(huán)境的基本要素[1]。（剩余4859字）