企业农产品可追溯系统的成本及定价策略——基于A企业调研数据的分析

Cost Analysis and Pricing Polices for Enterprises Implementing Traceability System in China

文章以实地调研获得的信息和数据为基础,分析我国农产品企业实施可追溯系统需要增加的成本。以A企业为例,就其实施可追溯产品具体定价进行了测算,并结合调研得到的消费者支付意愿,为我国实施可追溯系统企业的定价提供相应对策和建议。研究显示,企业实施产品可追溯系统的成本不会大幅提高,进行高定价通常是一种营销策略的选择。消费者对可追溯产品的支付意愿表明,可追溯产品的定价不适合盲目定高价,要充分考虑产品目标人群的收入水平及支付意愿。

The establishment of agricuhural produce traceability system has been considered as the important way to assure food safety since the mad cow disease occurred in western countries. It has been five years since the establishment of tracea- bility system in our country. When more and more people realize the importance of traceability system, some problems a- bout it are still ambiguous, what is the reasonable price of the traced product is one of them. The questions such as how much will be increased in terms of cost when implementing the traceability system and whether the traced product means the high cost product are still to be researched. The article summarizes the extra cost caused by the traceability system on the basis of market research, also one product is taken as the example to calculate how much cost will be increased accurately. The reasons that the high cost of the traced product are analyzed in the article and some suggestions referring setting the price for traced products are also given too at the end of the article.