纵向差异下农产品区域品牌合作建设动力机制研究

Research on the Incentive Mechanism of Constructing Agricultural Regional Brand Under Vertical Differentiation

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.