Research On Pricing Decision Of Agricultural Products Of SuGuo Supermarket Based On Quality And Safety Information Sharing

With the development of economic society and improvement of living standard, the demand of safety agricultural products is increasing, and safe, pollution-free agricultural products with high quality will become the consumption trend in the future. Information asymmetry is the root cause of safety incidents of agricultural products, which is a hidden trouble of quality and safety of agricultural products, but also affects the price mechanism and benign operation of agro-food markets. Along with the rapid development of in management of agricultural products in supermarket, it is vital for the supermarket to relief the safety and quality information asymmetry in agro-food supply chain and to decide a reasonable price strategy to promote the capacity of agro-food supply chain, with giving play to the role of core enterprise.Based on the analysis of overseas and domestic research status, this thesis regards SuGuo supermarket as the research object, mainly studies the following three parts with information asymmetry theory, consumer utility theory, theoretical analysis and mathematical modeling.(1) Quality and safety information sharing mechanism of agricultural products of SuGuo supermarket. Base on the characteristics of SuGuo supermarket agricultural products supply chain, this thesis analyses the contents of safety and quality information of agricultural products and studies organization management from the aspect of macio-environment, information system construction from the aspect of information sharing channel, information safeguard method from the aspect of micro-environment to provide a solution for improving the degree of information transparency in agro-products supply chain to achieve safety and quality information sharing.(2) Analysis of relationship between investment for information sharing and consumer utility. By analyzing the relationship between the investment for information sharing and the information consumers perceive, the relationship between the information consumers perceive and consumer utility, this thesis brings information sharing investment to consumer utility function.(3) Research on pricing decision of quality and safety of agricultural products of supermarket under the environment of information sharing. This thesis analyses the costs and benefits of supermarkets on the background of information sharing and constructs the pricing model of quality and safety of agricultural products based on information sharing investment and consumer utility.In order to maximize enterprise profit, this thesis studies the quality and safety strategy and pricing decision of agricultural products, meanwhile, this research provides theoretical support for quality safety and price management of agricultural products based on information sharing, using parsing algorithm and numerical simulation.This thesis riches the study of quality and safety information sharing of agricultural products and pricing decision theory of agricultural products, as well as has some directing significance in the management of quality-safety and production-sales of agricultural products.