外贸企业声誉传播的主体行为经济分析与破解

Behavior Analysis and Solution Mechanism of Reputation Spreads the Main Body of China Foreign Trade Enterprise

随着我国持续推进的供给侧结构性改革和"一带一路"建设,外贸已成为我国开放型经济体系的重要组成部分和国民经济发展的重要推动力量,研究外贸型企业声誉传播相关问题具有非常重要的理论意义和实践指导意义。企业声誉具有"信息非对称""外部性""公共产品属性"三个经济学特征,声誉传播主体包括企业、政府、相关行业协会等多个部门,基于"理论福利经济学",借助Pareto最优状态作为良好声誉维持的目标,对涉及到的主体逐一分析得出:一是在"信息非对称性"考量下,针对逆选择,采用前时期的信息作为判断依据,设计动态的信誉发布机制和替代机制。针对道德风险,首先构建无限重复博弈环境,建立外贸企业对未来的长期预期;其次构建企业声誉租金可获得的稳定政策环境;最后构建足够大的贴现因子。二是在"外部性"考量下,及时发现和惩罚企业破坏我国企业商品声誉的行为,采用经济手段和道德谴责手段相结合的方式,构建重复博弈可信性威胁。三是在"公共产品属性"考量下,需要法规、惯例的制约,或者由公益机构将其控制在一定范围内,促使参与企业克服"公地悲剧"重演。

Along with the continuous progress of supply-side structural reform and the Belt and Road,foreign trade has become an important part of the open economy system in our country and an important driving force of the development of national economy. The study of reputation spread of foreign trade enterprise has very important theoretical significance and practical guiding significance. The economics characteristics of foreign trade enterprise reputation includes ＂asymmetric information＂,＂external＂and ＂the public product attribute＂,and the main bodies for reputation spreading include enterprises,governments,relevant industry associations and other departments. This paper,based on theoretical welfare economics,analyzes the related main bodies,taking Pareto optimality as the goal of maintaining a good reputation. Firstly,in terms of the information asymmetry,based on the earlier information,design dynamic reputation publishing mechanism and the substitution mechanism need to be designed to solve the adverse selection. The paper constructs an infinite repeating game environment,stable policy environment,and sufficient discount factor to solve moral hazard. Secondly,in terms of the externalities,this paper constructs the credible threat of repetition game by means of economic means and moral condemnations in order to discover and punish enterprises for destroying the reputation of goods in China. Thirdly,in terms of the public goods,this paper considers the regulation and practice to be necessary. Or it should be controlled by the public welfare institutions within a certain scope,to avoid tragedy of the commons.