生态农产品定价策略研究

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。

关键词：生态农产品;定价策略;撇脂定价

中图分类号：F323.7         文献标识码：A

文章编号：0439-8114（2022）04-0193-03

DOI：10.14088/j.cnki.issn0439-8114.2022.04.038 开放科学（资源服务）标识码（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

生态产品主要包括清洁的空气、干净的水源和舒适的气候，是构成良好生态环境的基本要素[1]。（剩余4859字）