摘要
虽然我国完成了消除绝对贫困的艰巨任务,但相对贫困的地区依然存在,并且伴随着规模不经济、农户难以融入大市场等问题,建立扶贫品牌可以有效帮助贫困农户增收。因此,本文考虑了消费者的扶贫偏好,对来自贫困地区农产品(扶贫农产品)引入市场后的市场竞争进行探究后发现,(1)扶贫农产品的低价策略不会降低普通农产品的批发价格和零售价格,有利于市场稳定,但引入扶贫农产品总是有从普通农产品的市场中获取销量的趋势,零售商可以通过调整价格策略来增加整体市场覆盖率。(2)固定引入成本与规模不经济现象为扶贫农产品的引入设置了障碍。(3)扶贫偏好型消费者比例对普通农户产生影响,它们的溢价支付意愿对贫困农户产生影响,当这两个参数都达到一定水平时,零售商会主动引入扶贫农产品并采用高价策略。最后给出了立足于政府、企业和农民三个角度的管理学启示,旨在鼓励社会各方积极参与品牌扶贫。
Although my country has completed the arduous task of eradicating absolute poverty,relatively poor areas still exist,and with the problems of diseconomies of scale and difficulty for farmers to integrate into the big market,the establishment of a poverty alleviation brand can effectively help poor farmers increase their income.Therefore,this article takes into account the consumer’s poverty alleviation preferences,and explores the market competition after the introduction of agricultural products from poor areas(poverty alleviation agricultural products)into the market and finds that(1)The low-price strategy of poverty alleviation agricultural products will not reduce the wholesale prices and retail sales of ordinary agricultural products.Price is conducive to market stability,but the introduction of poverty alleviation agricultural products always has a trend of obtaining sales from the market of ordinary agricultural products.Retailers can increase the overall market coverage by adjusting price strategies.(2)Fixed introduction costs and diseconomies of scale set obstacles to the introduction of poverty alleviation agricultural products.(3)The proportion of poverty alleviation preference consumers affects ordinary farmers,and their willingness to pay premiums affects poor farmers.When these two parameters reach a certain level,retailers will actively introduce poverty alleviation agricultural products and adopt high-price strategies.Finally,it gives management enlightenment based on the three perspectives of the government,enterprises and farmers,aiming to encourage all parties in the society to actively participate in brand poverty alleviation.
作者
冯春
郭倩芸
陈木泉
FENG Chun;GUO Qianyun;CHEN Muquan(School of Transportation and Logistics,Southwest Jiao tong University,Chengdu 611756,China;National United Engineering Laboratory of Integrated and Intelligent Transportation,Chengdu 611756,China)
出处
《综合运输》
2022年第1期113-121,共9页
China Transportation Review
基金
国家社会科学基金一般项目(17BGL085)。
关键词
消费者扶贫偏好
市场细分
定价模式
引入策略
Consumer preference for poverty alleviation
Market segmentation
Pricing model
Introduction Strategy
