基于顾客分类的多质量等级生鲜农产品零售商定价策略

Pricing Strategy of Fresh Agricultural Product Retailer of Multiple Quality Levels Based on Customer Classification

针对生鲜农产品易腐性特点,以零售商的收益最大化为目标,根据消费者选择行为对顾客进行分类,研究了零售商采用分离模式对高、低两种质量等级的生鲜农产品销售时的最优定价策略。分析结果表明,与混合销售模式相比,零售商采用分离模式销售可以获得更高收益。在分离模式下,当市场上质量偏好型顾客比例较大时,零售商可以通过提高高质量生鲜农产品的定价提高收益;当高质量生鲜农产品占比较大时,零售商可以通过降低定价获得更大收益。

In view of the perishability of fresh agricultural products and aiming to maximize the fresh agricultural products retailer's income,we classified the customers based on their choice behavior,and studied the optimal pricing strategy of the retailer when separately selling high and low quality fresh agricultural products.The analysis result showed that the retailer could obtain higher income under the separate sales mode than under the mixed sales model.Besides,under the separate sales mode,when a larger proportion of customers prefer quality,the retailer could gain more profit by increasing the price of high-quality fresh agricultural products;when a larger proportion of fresh agricultural products are high-quality,the retailer could gain more by lowering the price of the fresh agricultural products.