Research On Pricing Strategy Of Organic Rice

With the improvement of people’s living standard, organic rice consumption is becoming a trend, many companies begin to seize the organic rice market segment, gradually into organic rice industry. Organic rice pricing strategy as a key in competition, directly affects its market acceptance, consumer’s buying behavior and organic rice company’s earning and growth. Therefore, the study of organic rice pricing strategy is particularly important for the growing of organic rice enterprise and even the whole industry.This thesis uses the case of SY organic rice, by in-depth analysis, in order to lay the base for SY organic rice successfully entering the target market, gainning profit and achieving businsee development goal.The study not only provides some meaningful guideline for SY, but also gives some valuable indication for the other companies in the industry.The thesis includes six chapters. Chapter one is all introduction, which describes the background and significance of this study, the summary of the current research in this field and the main contents, methods, possible innovation and deficiencies. Chapter two analyzes the theory of pricing strategy and it’s main factors. Chapter three analyzes organic rice status pricing strategy, including organic food and organic rice’s product features, and a detailed analysis of organic rice generally adopted skimming pricing strategy’s applicability and inadequate. Chapter four analyzes SY organic rice status pricing strategy, including SY organic rice’s detailed description and market positioning, and introducing SY organic rice existing pricing strategy and insufficient. Chapter five improves SY organic rice pricing strategy, by analyzing it’s four main factors, namely target, cost, demand, competition and then basing on them, improving the pricing strategy, finally, puting forward the SY organic rice integration pricing strategy, which dominated by satisfaction pricing strategy and supplemented by psychology application, rebate strategy and price discrimination. Chapter six is the conclusion for the whole thesis with the future research been prospected.So, organic rice pricing strategy is necessary to consider its’s high-end commonality, but also to fully consider the particular brand’s personality and particularity, and basing on comprehensive analysis of target, cost, demand, competition and other factors affecting the pricing strategy, finally to balance to obtain a particular brand organic rice’s optimal pricing strategy.