基于消费者选择行为的生鲜农产品保鲜和定价策略研究

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摘要针对生鲜农产品易变质的特性以及消费者偏好的多样性，构建了价格和新鲜度影响下的消费者时变选择模型，基于零售商所面临的初始订货数量变化或潜在市场容量变化，分析了零售商对于生鲜农产品的最优定价及最优保鲜投入。结果表明，当潜在市场容量较小时，零售商通过保鲜所获得的利润增加值、最优定价及最优保鲜投入均随着初始订货量的增加而减小；当潜在市场容量较大时，零售商的保鲜利润增加值和最优定价仍然随着初始订货量的增加而减小，但最优保鲜投入却随着初始订货量的增加而增大。

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关键词 ：生鲜农产品, 定价策略, 消费者选择, 农产品保鲜

Abstract：According to the deteriorating characteristics of the fresh agricultural product and the variety of consumer preference, a timevarying consumer choice model influenced by the greenness and price of the fresh agricultures product is developed. Based on the change of the ordering quantity and potential market capacity, the optimal pricing and optimal input for freshkeeping of the retailer are analyzed. The results indicate that the profit gained from freshkeeping, the optimal price and optimal input for freshkeeping all decrease with the increase of the order quantity when the potential market capacity is small. And when the potential market capacity is large, the profit gained from freshkeeping and the optimal price also decrease with the increase of the order quantity, however, the optimal input for freshkeeping increase with the order quantity rise.

Key words： fresh agricultural product pricing strategy consumer choice freshkeeping

收稿日期: 2012-10-10

基金资助:国家自然科学基金资助项目(70972056); 中央高校基本科研业务费资助项目(CDJXS12020009)

通讯作者: 但斌(1966~)，男，重庆人。重庆大学（重庆市400030）经济与工商管理学院教授、博士研究生导师，博士。研究方向为物流与供应链管理。 E-mail: danbin@cqu.edu.cn

引用本文:

王磊,但斌. 基于消费者选择行为的生鲜农产品保鲜和定价策略研究[J]. J4, 2014, 11(3): 449-. WANG Lei,DAN Bin. Freshkeeping and Pricing Strategy for Fresh Agricultural Product Based on Customer Choice. J4, 2014, 11(3): 449-.

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http://manu68.magtech.com.cn/Jwk_glxb/CN/ 或 http://manu68.magtech.com.cn/Jwk_glxb/CN/Y2014/V11/I3/449