消费者引导下农产品质量安全演化博弈研究

Evolutionary Game Research on the Quality and Safety of Agricultural Products Guided by the Consumer

农产品市场的外部性和信息不对称性导致的"柠檬市场效应"所引发的市场失灵等问题对政府加强农产品质量安全监管提出了新的挑战。基于"农超对接"视角,通过建立演化博弈模型分析消费者引导下农民专业合作组织和超市两群体之间的策略交往和互相影响,进而分析两群体对于农产品质量安全监管行为进化的过程特征和均衡状态,并用相位图的变化示意图展示了决策参数变化对消费者引导下的农产品市场参与主体行为演化结果的影响方向。研究表明:通过调节相关决策参数可以优化农产品质量安全演化路径,引导参与主体的行为向着期望的方向和目标演进。

The externalities of the agricultural products market and the market failure caused by the lemon market effect because of information asymmetry and so on, these problems put forward the new challenges for the government to strengthen the supervision on the quality and safety of agricultural products. In this paper, based on the perspective of ＂link between farmers and supermarkets＂, through establishing the evolution game model to analysis of the strategy interaction and interact with each other between the two groups of the farmers＇ professional cooperative organizations and the supermarkets guided by the consumer, the evolution characteristics of the process and equilibrium of the two groups for the supervision behavior on the quality ＆ safety of the agricultural products are analyzed, through the change of the phase diagram show the impact of the change of the decision parameters of different values on the result of evolution of the main body＇s behavior in the agricultural products market guided by the consumer. The results show that, by adjusting the related decision parameters, we can optimize evolution path of the quality and safety of agricultural products, guide the behavior of main body to evolve towards the expected direction and goals.