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基于利润最大化的猕猴桃组合销售及定价策略研究 预览

Study on Kiwifruit Combination Sales and Pricing Strategy Based on Profit Maximization
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摘要 猕猴桃具有特殊性,硬果销售不仅影响消费者的消费体验,更影响商家的实际利润。笔者以四川苍溪某猕猴桃种植基地为依托,提出了一套基于种植户利润最大化的猕猴桃组合销售策略,细分市场建立猕猴桃品质分级体系,依据各等级占比推出若干款猕猴桃销售组合,通过线性规划分析给出合理定价,以实现种植户利益最大化。这对于提升特定的猕猴桃种植基地的品牌竞争力,促进形成猕猴桃产业化经营,振兴乡村战略有重要意义。 Kiwifruit has itsparticularity.Hard fruit sales not only affect consumption experience,but also affect the actual profitsof businesses.Based on a kiwifruit planting base in Cangxi,Sichuan Province,this paper putsforward a set of marketing strategy of kiwifruit combination based on maximizing the profit of growers,establishes the classification system of kiwifruit quality in the market segmentation,and introduces several kiwifruit sales combination according to the proportion of each grade.The reasonable pricing is given by linear programming analysis to realize the goal.The interestsof growers are maximized.This is of great significance to enhance the brand competitiveness of specific kiwifruit planting base,promote the formation of kiwifruit industrialization management,and revitalize the rural strategy.
作者 马京晶 杨涛 叶安胜 万路瑶 MA Jing-jing;YANG Tao;YE An-sheng(College of Information Science & Engineering,Chengdu University,Chengdu,Sichuan 610106;School of Mechanical Engineering,Chengdu University,Chengdu,Sichuan 610106)
出处 《安徽农业科学》 CAS 2019年第8期219-221,227共4页 Journal of Anhui Agricultural Sciences
关键词 猕猴桃 利润最大化 组合销售 定价策略 Kiwifruit Maximization of profit Combinatorial marketing Pricingstrategy
作者简介 马京晶(1992-),女,四川苍溪人,硕士研究生,研究方向:农业信息化;通信作者:杨涛,硕士,从事机器视觉与模式识别研究。
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