农产品品牌授权行为决策博弈分析

A Game Analysis of Decision-making of Farm Produce Brand Licensing

以品牌经济学理论为依据,利用博弈论方法对农产品品牌授权企业与被授权企业的决策行为进行实证分析,结果发现,如何选择被授权方,并立足于长远角度去组织生产活动是品牌授权方工作核心,品牌被授权方必须借助强大品牌的优势,在短期内加快扩张速度,促进自主品牌的建设。因此,在农产品品牌授权过程中,应建立被授权企业信用风险防范机制,延长品牌授权双方的模糊合作期限。

Based on brand economics, by using the game theory methods, the thesis offers a detailed analysis of the decision- making in the process of farm produce brand licensing between the licenser and the cessionary. The analysis results indicate： the key job for a licenser is the way it chooses a cessionary and lets it carry out its production activities on a long-term perspective. For a cessionary, it should make the best use of the advantages of the powerful farm produce brand and accelerate expanding itself in a short-term and build a self-owned brand in the long run. Meanwhile, efforts should be made to prolong the collaboration term between the licenser and the cessionary through the building of risk prevention mechanism for the cessionary.