China's bee industry is a small proportion of domestic agriculture with fewer farmers, and the government didn't attach much attention to or give supports to it. Agricultural production sector does not fully recognize the economic value of honeybee pollination. Chinese beekeepers gain profits only from products such as honey, royal jelly and bee pollen. Because of the production mode that aims at gathering and producing more honey while neglecting the health care of bees and the quality of products; export enterprises lack guidance and knowledge in export inspection and quarantine and technical regulations, and thus, the average price of China's bee honey exports is much lower than that of other countries in the world. Meanwhile, in domestic market, given the sustained development of China's macro economy and increasing incomes of residents, people show increasing interests in the health care function of honey. Based on the survey data of honey market in Beijing, Hangzhou, Qingdao, Zhengzhou and Chengdu from 2012 to 2015, the paper analyzes the price feature of China's honey market and its formulation basis, and also compares prices of honey with the same quality in different markets. Moreover, the paper combines data from fixed observation places of honey products production, which is carried out by the economic research group of bee industry in 11 provinces, to discuss reasons for continuous honey price rising in domestic market. Lastly, the paper uses the honey as an example to analyze pricing strategy of agricultural products with health care functions. The paper hold the opinions that the keys to solve the problem that high quality agricultural material couldn't sell in high price and good and bad are mixed in the market, is to build up quality and price mechanism in the processing of raw material purchasing to the terminal market, publicize more products information and superior customer attractiveness on health care effect.
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