基于博弈论视角的农业电商区域品牌建设

Game Theory Analysis of the Agricultural Product Regional Brand

农产品区域品牌的建立有利于买家在电商平台上对同类产品进行甄别,农产品区域品牌也是一个地区具有的区域特色农产品的"代言",对提升农产品竞争力、降低交易成本具有积极意义.但是农产品区域品牌又具有公共物品的属性,因此可能导致一些劣质产品出现"搭便车"的情况,必须通过一系列制度的建设来避免以次充好情况的出现,从而维护农产品区域品牌的品牌忠诚度和认同度,为农业电商的发展提供一个更有利的市场环境.

The establishment of the agricultural product regional brand is conducive to the buyer on electric business platform to identify the similar products, the agricultural regional brand is also a logo of a area and it can promote the competi- tiveness of the agricultural products and reduce the transaction cost. But the agricultural regional brand is also a public goods, it will lead to some bad products to become the ＂free rider＂, so we should avoid the occurrence shoddy to preserve the brand loyalty and reputation,for the purpose of a more favorable market environment for the agricultural electricity commerce.