Abstract:

With the rapid development of domestic economy, on the basis of solving the problem of the basic needs for food and clothing, people have gradually raised their requirements for the quality of agricultural products in recent years. However, the phenomena of unreasonable pricing are often found in the development of high-quality agricultural products’ market. Pricing of agricultural products is a complex topic, whether the high-quality agricultural products could be priced reasonably or not will directly impact the total production of agricultural products, profits of producers and individual behaviors of consumers. Aiming to provide theoretical reference for promoting prosperous development of agricultural products’ market, the influencing factors on the pricing of agricultural products are analyzed from the aspects of products, markets, producers, currency, policy and global environment. Besides, it is suggested that the quality system for evaluating agricultural products should be improved, the brand image should be established and grading pricing strategy should be implemented.

Key words: agricultural products, good price for high quality, relationship of supply and demand, pricing strategy, brand image