【摘要】 中国城市超市的农产品经营已经有了一定发展,但目前仍处于与农贸市场经营激烈竞争的阶段,超市农产品经营的出现和发展受到经济、技术、人口等诸多因素影响。本文基于消费者角度的研究则证明,价格、质量是决定超市农产品经营成败的关键因素,其原因主要在于:一方面,价格、质量因素通过影响消费者的农产品购买渠道选择,进而影响到超市的农产品经营。超市降低相对于农贸市场的价格溢出,或者增强在消费者心目中的质量形象,均会吸引消费者更多地选择到超市购买农产品。另一方面,价格、质量因素也会通过影响消费者的超市农产品价格支付意愿,进而影响到超市的农产品经营。超市不懈地加强成本管理、严格质量控制,均会不断增加消费者到超市购买农产品的消费者剩余,进而增强超市农产品对消费者的吸引力。更多还原

【Abstract】 The agricultural product business in urban supermarkets has developed to some extent in China. However, it is still at the stage of intense competition with the free markets. The emergence and development of the supermarkets’ agricultural product business are decided by the factors such as economy, technology, population and so on. This paper shows that the factors of price and quality are determinant for the supermarkets’ agricultural product business from the point of view of consumers. It is mainly because that on one hand, price and quality will affect consumers’ choice of purchasing channels of agricultural products, which further influence the operation of supermarkets’ agricultural product business. The supermarkets’ endeavors in reducing the price premium to the free market as well as improving the quality image in the eyes of consumers will attract consumers purchase agricultural products more in supermarkets. On the other hand, prices and quality will also affect the supermarkets’ agricultural product business through affecting consumers’ willingness to pay for the agricultural products in supermarkets. And the supermarkets’ unremitting efforts on the strict management of cost and quality will increase consumers’ surplus of purchaser continuously, thereby enhance the attractiveness of the agricultural products in supermarkets to consumers.更多还原