Research On The Pricing Model Of Dairy Products From The Perspective Of Consumers' Green Preferences

Green products have gradually been major in the markets with the spread of the concept of green,nature and environmental protection and the change of consumerism,and dairy industry is no exception.Consumers are gradually changing from "full" to "good","nutritious" and "healthy".In this context,dairy enterprises have carried out green production mode and launched a variety of green dairy products to meet the needs of consumers.However,enterprises are facing pricing problems with ensuring reasonable profits,after launching the green products.After summarizing domestic and foreign researchs on the consumers'green preferences and the pricing of dairy products,this paper explains the necessity and feasibility of pricing based on consumers'green preferences,and provides theoretical and practical support for dairy enterprises to price based on consumers'green preferences.Besides,it helps enterprises maximize the profits under the green,ecology and environmental protection conditions to promote the industry develop better.At the same time,this paper introduces the theoretical basis of pricing research,which are consumer surplus and price discrimination.As an important sign of consumer utility in the process of consumption,consumer surplus can make consumers feel satisfied and purchase again.Price discrimination is important theoretical basis for enterprises to price differentialy,which is important to make pricing model diversifily.This paper introduces the current situation of dairy industry in China,analyzes the marketing environment,and studies the necessity of pricing dairy products based on consumers' green preferences,so as to lay a good foundation for constructing the pricing model.This paper constructs a dairy pricing model based on consumers' green preferences.The model starts from consumers' utility and assumes that there are only two kinds of production modes in the market:high green attribute production mode and low green attribute production mode.Consumers' green preferences are obviously arranged hierarchically and limited by income level.Different regions have different green preferences,and the green preferences can be measured.After reasonably mathematical operating,the pricing model of dairy products based on the consumerss' green preferences is constructed.According to the assumed parameters of the model,this paper uses four theorems to analyze the model.Then it uses numerical simulation method to evaluate the parameters.After operating,it finds that:(1)there is a positive correlation between consumers' green preferences operating and high green attribute dairy products pricing,in other words,with the increasing of consumers' green preference consciousness,the price of high green attribute dairy products rises,the demand increases,and the profits increase;(2)there is a negative correlation between consumers' green preference consciousness and low green attribute dairy products pricing,that is to say,with the increasing of consumers' green preference consciousness,the price of low green attribute dairy products declines,the demand reduces,and the profits decreases.Based on the conclusion of this paper,some suggestions are put forward for dairy enterprises.In the upper reaches,dairy enterprises should strengthen ranch management,develop dairy recycling farming mode,and consciously apply HACCP system;in the middle reaches,dairy enterprises should strengthen green technology innovation,improve the green attribute,and upgrade products structure;in the lower reaches,dairy enterprises should pay more attention to investigate consumers' green preferences,strengthen the education of consumers'environmental protection consciousness,and carry out scientific and reasonable pricing strategies.