摘要
农产品区域品牌具有准公共产品的特点,农产品生产企业普遍缺乏投资建设区域品牌的激励,因此如何提高企业建设农产品区域品牌的激励是一个非常值得研究的问题。本文以纵向差异模型为基础,构建博弈分析模型,深入研究差异化的农产品生产企业,合作创建农产品区域品牌的激励条件。研究发现,农产品生产企业创建农产品区域品牌的决策主要取决于初始消费者群体规模和产品质量差异水平,其中初始消费者群体规模起主要作用,当初始消费者群体规模较小时,每家企业都投资区域品牌建设的激励很小,反之较大。
Regional brand of agricultural products has the characteristics of quasi-public products,and agricultural production enterprises generally lack the incentive to invest in the construction of regional brand.How to improve the incentive for enterprises to build regional brand of agricultural products is a problem worth studying.The paper based on the vertical difference model,construct a game analysis model,study the incentive conditions for joint cooperation of agricultural products manufacturing enterprises with different characteristics to create regional brands of agricultural products,it is found that the decision-making of agriculture products manufacturers in establishing regional brand of agriculture products mainly depends on the size of initial consumer groups and the level of product quality difference,among which the initial consumer group size is the main work.When the initial consumer group is relatively small,every enterprise has little incentive to invest in regional brand building,and vice versa.
作者
刘丰波
戴永务
蒋乾兴
LIU Fengbo;DAI Yongwu;JIANG Qianxing(College of Management of Fujian Agriculture and Forestry University,Fuzhou 350002,China)
出处
《产业组织评论》
2019年第2期141-157,共17页
Industrial Organization Review
基金
福建省科技厅软科学研究项目“互联网+背景下福建农产品区域品牌集群化路径与模式研究”(2017R0012)
福建省社会科学规划青年项目“福建省农产品行业协会在区域品牌建设中的作用”(FJ2016C014)
福建农林大学杰出青年科研人才计划项目“多样化的森林保险产品创新研究”(xjq201824)
国家自然科学基金青年项目“异质性企业视角下环境规制对公平竞争的影响”(71803101).
关键词
纵向差异
农产品
区域品牌
合作激励
vertical differentiation
agricultural products
regional brand
cooperation motivation