商业研究
商業研究
상업연구
COMMERCIAL RESEARCH
2015年
9期
22-27,115
,共7页
生鲜农产品%消费者感知质量%价格折扣%订货量
生鮮農產品%消費者感知質量%價格摺釦%訂貨量
생선농산품%소비자감지질량%개격절구%정화량
fresh agricultural products%consumers′perceived quality%price discount%ordering quantity
随着收入水平不断提高，我国消费者越来越关注农产品的生鲜度，农产品质量逐渐成为影响生鲜农产品需求的主要因素之一。基于消费者感知视角，通过构造生鲜农产品质量－价格－需求函数而建立零售商的利润函数，本文分析了零售商一次降价和多次降价情形下的最优订货策略和定价策略，获得了使零售商利润最大化的最优价格折扣和最优订货量，发现最优价格折扣在很大程度上受产品初始价格与感知质量弹性的影响。因此，在一次降价和多次降价情形下，不同感知质量弹性的生鲜农产品应制定不同的最优定价折扣和最优订货量。
隨著收入水平不斷提高，我國消費者越來越關註農產品的生鮮度，農產品質量逐漸成為影響生鮮農產品需求的主要因素之一。基于消費者感知視角，通過構造生鮮農產品質量－價格－需求函數而建立零售商的利潤函數，本文分析瞭零售商一次降價和多次降價情形下的最優訂貨策略和定價策略，穫得瞭使零售商利潤最大化的最優價格摺釦和最優訂貨量，髮現最優價格摺釦在很大程度上受產品初始價格與感知質量彈性的影響。因此，在一次降價和多次降價情形下，不同感知質量彈性的生鮮農產品應製定不同的最優定價摺釦和最優訂貨量。
수착수입수평불단제고，아국소비자월래월관주농산품적생선도，농산품질량축점성위영향생선농산품수구적주요인소지일。기우소비자감지시각，통과구조생선농산품질량－개격－수구함수이건립령수상적리윤함수，본문분석료령수상일차강개화다차강개정형하적최우정화책략화정개책략，획득료사령수상리윤최대화적최우개격절구화최우정화량，발현최우개격절구재흔대정도상수산품초시개격여감지질량탄성적영향。인차，재일차강개화다차강개정형하，불동감지질량탄성적생선농산품응제정불동적최우정개절구화최우정화량。
With the rising of income levels, consumers are paying more attention to the freshness of fresh agricultural products, and the quality is becoming a main factor which affects the demand for fresh agricultural products.In this arti-cle, we first formulate the quality-price-demand function, and establish the retailer′s profit function.Then, we ana-lyze the optimal ordering quantity and the pricing decision under the single price markdown condition and the multiple price markdown condition respectively based on this .We could get that there is optimal price discount and optimal orde-ring quantity to maximize the retailer′s profit, and the optimal discount has much relationship with the retail price at the start of the selling period.Besides, we also could find that under the single price markdown condition and the multiple price markdown condition, the fresh agricultural products with different consumers′perceived quality elasticity should make the different optimal ordering quantity and optimal pricing decision.
