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合理的产品定价是生鲜类农业众筹项目成功的关键。本文运用交易成本理论、供应链管理理论及互联网思维构建了生产者组织化联合和消费者社群化聚合、O2O场景产销对接模型和产品阶梯定价策略。研究表明,与传统开放式多级分销模式相比,生鲜农产品通过农场直达家庭的众筹预售在促进产销衔接、降低物流成本、保障质量安全方面优势明显,可让消费者获得更多顾客让渡价值并在阶梯价格吸引下“滚雪球”式地为生产者聚集批量订单进行定制化按需生产,进而实现生产者与消费者的帕累托改进。
Reasonable product pricing is the key to the success of a fresh-food agriculture crowdfunding program. In this paper, transaction cost theory, supply chain management theory and Internet thinking are used to construct producer-organization syndication and consumer community aggregation, O2O scene production and marketing docking model and product ladder pricing strategy. Research shows that compared with the traditional open multi-level distribution model, fresh produce through crowdfunding of farm direct family members has the advantage of promoting sales and marketing convergence, reducing logistics costs and ensuring quality and safety, allowing consumers to acquire more customers Concessionary value and “snowballing” by the price of the ladder will allow producers to aggregate their bulk orders for customized on-demand production, thereby enabling Pareto improvement for producers and consumers.