消费者绿色偏好视角下乳制品定价模型研究

在乳制品行业安全质量问题频发的背景下,消费者对于乳制品的绿色偏好程度越来越高,这种偏好会直接影响市场需求和企业生产决策。从消费者绿色偏好出发,将消费者按照绿色等级进行划分,运用均衡价格理论和消费者剩余理论构建了乳制品定价模型。经过数值仿真分析,结果发现,随着区间内消费者比例和消费水平的提高,区间内的需求量也会随之提高;且区间内消费者绿色偏好程度与企业利润呈正相关。

Research on Dairy Pricing Model from the Perspective of Consumer’s Green Preference

Under the background of frequent safety and quality problems in dairy industry, consumers have shown a higher green preference for dairy products, which will directly affect market demand and production decisionmaking of enterprises. Based on the green preference of consumers, the pricing model of dairy products is constructed by using the equilibrium price theory and consumer surplus theory. Through the numerical simulation analysis, the results show that with the increase of the proportion and level of consumers in the interval, the demand in the interval will also increase, and the green preference degree of consumers in the interval is positively related to the profits of enterprises.