优质农产品定价影响因素及对策

Factors Influencing the Pricing of High-quality Agricultural Products and the Pricing Strategy

随着经济社会的不断发展,人民群众在摆脱基本温饱问题的基础上,对农产品质量的要求逐渐提高,对绿色优质农产品的需求量正在快速增长。然而在优质农产品市场发展过程中,产品价格虚高或优质不优价的现象常有发生。农产品定价是一个综合复杂的问题,优质农产品定价是否合理直接影响农产品生产总量、生产者盈利亏损和最终消费者购买行为及切身利益。本文从产品因素、市场因素、企业因素、货币因素、政策因素和国际因素等6个方面,系统分析和论述了每种因素对农产品定价的影响,为中国优质农产品合理定价提供理论依据。并在此基础上,提出为实现中国农产品优质优价,需完善健全农产品标准体系,打造优质农产品的品牌形象,实施农产品分级定价策略。

With the rapid development of domestic economy,on the basis of solving the problem of the basic needs for food and clothing,people have gradually raised their requirements for the quality of agricultural products in recent years.However,the phenomena of unreasonable pricing are often found in the development of high-quality agricultural products’market.Pricing of agricultural products is a complex topic,whether the high-quality agricultural products could be priced reasonably or not will directly impact the total production of agricultural products,profits of producers and individual behaviors of consumers.Aiming to provide theoretical reference for promoting prosperous development of agricultural products’market,the influencing factors on the pricing of agricultural products are analyzed from the aspects of products,markets,producers,currency,policy and global environment.Besides,it is suggested that the quality system for evaluating agricultural products should be improved,the brand image should be established and grading pricing strategy should be implemented.