品牌溢价与农产品质量安全——来自江苏水稻种植的例证

Brand Premium and the Quality and Safety of Agricultural Products: Examples from Rice Planting in Jiangsu Province

农产品质量安全一直是困扰政府和学界的长期性问题,虽然政策层面始终重视农产品质量安全的管控,但是实施效果并不理想。文章基于品牌化视角,通过理论与实证分析,从农药施用环节切入,探讨了品牌溢价对水稻质量安全的影响,主要研究结论包括:首先,目前水稻生产过程中仍然以传统的生产经营方式为主,品牌化生产程度整体还是处于较低水平,并且进行品牌化生产的农户中以地理标志品牌生产为主。其次,品牌溢价所带来的超额利润能够弥补农业安全生产的外部性,使得农户产生内生价格激励而从事高质量安全的农业生产,促进了农产品质量安全的提升。最后,研究发现只有在品牌专用性资产对农户生产行为产生约束的情形下,才能最大程度地发挥品牌溢价对农产品质量安全的提升作用,如果缺乏相应的声誉约束,品牌溢价对农产品质量安全的提升作用极其有限。通过分析文章认为,品牌化这一市场手段虽然能够改善质量安全问题,但是在这过程中应该重点关注品牌主体的权责对接,强化品牌声誉的约束效力,才能充分发挥价格机制对农产品质量安全提升的促进作用。

The quality and safety of agricultural products has always been a long-term problem that plagues the government and academia.Many scholars discuss the possibility of controlling the quality and safety of agricultural products from the external measure of strengthening government supervision of agricultural production and planting,but it is difficult to avoid the embarrassing situation of"supervision failure".At the same time,due to the decentralized and fragmented characteristics of China’s agricultural operations,the government’s comprehensive supervision on the quality and safety of agricultural products will produce extremely high supervision costs.In this context,exploring the market incentive and restraint mechanism of agricultural product quality and safety control is a hot topic of general concern of the government and academia.Based on the perspective of branding,this paper explores the impact of brand premium on rice quality and safety from the perspective of pesticide application through the theoretical and empirical analysis.The main research conclusions include:Firstly,traditional rice production is still dominated by traditional production and management methods,and the level of branded production is still at a low level as a whole.Secondly,the excess profits brought by brand premium can make up for the externality of agricultural safety production,allowing farmers to generate endogenous prices to encourage high-quality and safe agricultural production,thereby promoting the improvement of agricultural product quality and safety.Finally,there are certain boundary conditions for brand premium to promote the quality and safety of agricultural products.Only when the brand-specific assets restrict the production behavior of farmers,can the brand premium improve the quality and safety of agricultural products to the greatest extent.This paper thinks that in the process of agricultural product branding development,we should focus on the right and responsibility docking of brand subjects,and strengthen the binding effect of brand reputation,so as to give full play to the role of price mechanism in the promotion of agricultural product quality and safety.The innovation of this paper lies in the following three points:Firstly,scholars mostly explore the ways to improve the quality of agricultural products from the aspects of government supervision and the characteristics of farmers’endowments,but there is a lack of discussion on the marketization mechanism of quality and safety improvement.This paper focuses on the price mechanism to solve the quality and safety problems,and the research perspective has certain novelty.Secondly,the existing discussion on the brand and quality safety of agricultural products lacks in-depth mechanism analysis and corresponding empirical support.This paper adds the correlation analysis of asset specificity and quality and safety cognition,and further clarifies the boundary conditions for brand premium to improve the quality and safety of agricultural products.Thirdly,in the process of analysis,we also pay attention to the differences of brand with different property rights in improving the quality and safety of agricultural products,and the relevant research is more specific and detailed.