商业经济与管理
商業經濟與管理
상업경제여관리
Business Economics and Administration
2012年
11期
15~23
,共null页
农产品 区域公用品牌 声誉 信号传递模型
農產品 區域公用品牌 聲譽 信號傳遞模型
농산품 구역공용품패 성예 신호전체모형
agricultural products; the regional public brand; reputation; Signaling Game Model
虽然当前农产品区域公用品牌建设在我国开展得如火如荼,但理论界对此尚存在争议。文章通过构建一个基于声誉的信号传递模型,对农产品市场引入区域公用品牌的价值进行解析。模型分析结果表明农产品生产者主要以户为单位,经营规模小、注重短期收益,同时消费者对品牌农产品的支付意愿不高,导致我国农产品市场品牌农产品供给不足,农产品市场由于信息不对称而陷入低质量均衡。因此,为保障农产品市场品牌的有效供给,需要政府对农产品品牌建设给予扶持。与对新注册农产品商标进行补贴相比,扶持农产品区域公用品牌建设是一种更优的制度安排。
雖然噹前農產品區域公用品牌建設在我國開展得如火如荼,但理論界對此尚存在爭議。文章通過構建一箇基于聲譽的信號傳遞模型,對農產品市場引入區域公用品牌的價值進行解析。模型分析結果錶明農產品生產者主要以戶為單位,經營規模小、註重短期收益,同時消費者對品牌農產品的支付意願不高,導緻我國農產品市場品牌農產品供給不足,農產品市場由于信息不對稱而陷入低質量均衡。因此,為保障農產品市場品牌的有效供給,需要政府對農產品品牌建設給予扶持。與對新註冊農產品商標進行補貼相比,扶持農產品區域公用品牌建設是一種更優的製度安排。
수연당전농산품구역공용품패건설재아국개전득여화여도,단이론계대차상존재쟁의。문장통과구건일개기우성예적신호전체모형,대농산품시장인입구역공용품패적개치진행해석。모형분석결과표명농산품생산자주요이호위단위,경영규모소、주중단기수익,동시소비자대품패농산품적지부의원불고,도치아국농산품시장품패농산품공급불족,농산품시장유우신식불대칭이함입저질량균형。인차,위보장농산품시장품패적유효공급,수요정부대농산품품패건설급여부지。여대신주책농산품상표진행보첩상비,부지농산품구역공용품패건설시일충경우적제도안배。
In spite of the rigorous development of regional public brand of agricultural products in our country, there is still much controversy about it in the academic circles. In this paper, a signaling game model based on reputation is used to analyze the value of the regional public brand introduced to agricultural markets. In our country, agricultural production is organized mainly ac- cording to the household unit, with a small scale and much concern for short-term gains. Meanwhile the consumer is not willing to afford the high price for Brand Agricultural Products, which leads to the lack of enthusiasm about building agricultural product brands. As a result the agricultural products market slumps into low quality equilibrium because of asymmetric information. Therefore, in order to ensure the effective supply of the brand agricultural products market, the government should provide support for the brand construction of agricultural products. Compared with providing direct subsidies for each agricultural product trademark regis- tered recently, it is a much better institutional arrangement to construct regional public brands in the agricultural product market.