零售业态演变过程中生鲜农产品质量安全控制:市场机制与政府管制

Quality and Safety Control of Fresh Agricultural Products in the Evolution of Retail Industry:Market Mechanism and Government Regulation

控制生鲜农产品质量安全,关键在于增强上下游生产和零售企业控制质量安全的激励和能力。我国生鲜农产品零售业演变经历了城乡集市与庙会、"统购统销"、农贸市场、连锁超市和生鲜电商等五个时期。不同零售业态下,市场机制对企业控制生鲜农产品质量安全的激励存在差异。目前生鲜农产品零售业以农贸市场、连锁超市和电商等多种业态并存。随着连锁超市和电商市场份额的增加,生鲜农产品零售业集中度不断提高。这个过程中,市场声誉机制和纵向契约协作在控制质量安全方面发挥重要作用,零售企业控制生鲜农产品质量安全的激励和能力逐步增强。与此同时,政府对生鲜农产品质量安全的管制应随零售业态演变进行动态调整。

The key to control fresh agricultural product quality and safety is to enhance the incentive and ability of upstream and downstream production and retail enterprises to control the quality and safety. The China＇s retail industry of fresh agricultural products has experienced the evolution of five periods, such as the urban and rural fairs and festivals, purchase and sale together, farmers market, supermarket and fresh e-business. Under different retail formats, the incentive of market mechanism for enterprises to control quality and safety of fresh agricultural products are differences. At present, the fresh agricultural products in the retail industry chain include supermarket and farmers market, e-business providers and other formats. With the increase of market share of chain supermarket and e-business, the degree of concentration of fresh agricultural products in the retail industry is increasing. In this process, the incentive and ability that fresh retail enterprises control the quality and safety of agricultural products are increasing gradually, reputation mechanism and vertical contracts coordination plays an important role in the control of quality and safety. At the same time, the government regulation of fresh agricultural products quality and safety should be adjusted dynamically with the evolution of retail formats.