中国柑橘定价及其营销策略分析

An Investigation of Citrus Fruits Pricing in China with Implications for a Marketing Strategy

改革开放以来，我国柑橘发展迅猛，国内市场早是供大于求，价格一降再降，生产者和营销者的利润空间极其狭小。少部分优质柑橘销售价格尚可维持相对高位，但大部分柑橘已无利可图，甚至亏损。本文应用一种新兴而简单的定价方法——价格敏感度（PSM）对中国柑橘消费者市场进行了研究，初步探讨了在价格基础上的柑橘市场细分和相关的营销筻略。

China＇s citrus sector has developed rapidly since the initiation of agricultural reforms and the general opening of the economy to external markets. This has resulted in an over-saturated market and to continuing declines in price and profits for both growers and marketers. In fact, most citrus products make little profit or even produce losses, and there is only some quality citrus that can be sold at high prices. This research applied a new and simple pricing approach-price sensitivity meter （PSM） -to study market segmentation and marketing strategy in China＇s citrus market.