冷链物流的发展满足了消费者日益多样化的需求，但消费者对冷链物流的认识度、接受度及冷链物流下生鲜食品的使用程度却存在很大差异，冷链物流与生鲜食品价格之间的关系也尚不明确。文章基于消费者对冷链物流的感知度调查，以生鲜产品价格作为被解释变量，成本、品质和消费者感知作为评价指标体系，并通过对香蕉的实证分析，建立这３者与冷链物流下生鲜食品价格间的数学模型。研究表明：①消费者对于冷链物流下的生鲜产品接受度较高；②消费者感知与理化指标对生鲜食品的价格有基本相同的显著正向影响；③进价成本、运输成本及冷藏成本等与价格存在反比，同时相关度最高。最后提出了要完善冷链物流基础设施建设，提高企业、消费者对于冷链物流的重视程度，逐步建立合理的价格机制等建议。

The development of cold chain logistics has met the increasingly diversified needs of consumers, but there are great differences in consumers understanding and acceptance of cold chain logistics and the degree of fresh food under the use of cold chain logistics, and the relationship between cold chain logistics and fresh food prices is not clear. Based on the survey of consumers perception of cold chain logistics, this paper takes the price of fresh food products as the explained variable; cost, quality and consumer perception as the evaluation index system, and through the empirical analysis of bananas, establishes a mathematical model between these three factors and fresh food prices under cold chain logistics. Research shows that consumers have a higher acceptance of fresh products under cold chain logistics; consumer perception, physical and chemical indexes have basically the same significant positive impact on the price of fresh food. The purchase cost, transportation cost and refrigeration cost are inversely proportional to the price and have the highest correlations. Finally, suggestions are put forward to improve the infrastructure construction of cold chain logistics, improve the importance of enterprises and consumers for cold chain logistics, and gradually establish a reasonable price mechanism.