农产品质量安全收益保障机制及“互联网+”的影响效应

Profit insuring mechanism of quality safety of agricultural products and the effect of “internet+”

采用规范的经济学方法,对农产品质量安全收益保障机制予以解析,进而从信息沟通渠道、质量安全认知、农产品属性、市场结构、流通环节等维度分析了既有机制失灵的原因。在此基础上探讨了"互联网+"对该机制的影响效应:基于互联网的新型农产品市场,改变了相对分散的市场格局,市场信息得以更加充分流通、共享,流通环节有效减少,市场参与者之间形成了较为稳定的信息沟通渠道,生产者、中间商面临着较传统农业场景下更高的违法机会成本,消费者、市场监管机构以及社会力量参与质量安全控制的机会成本降低,农产品质量安全保障机制得以形成和有效运行。

Using standardized economic research methods,this paper explains the profit insuring mechanism of qualityand safety of agricultural products,analyzes the reasons caused the mechanism failure from the aspects of informationcommunication channel,quality safety awareness,market features and circulation link.Then the paper discusses theimpact of“internet+”on the insuring system:New agricultural products market is changing the relatively decentralizedmarket structure,the market information is more fully circulated and shared,circulation links reduces effectively,themarket participants forms a more stable communication channels,producers and intermediaries are facing higher legalcosts and higher social moral hazard than traditional agricultural scenarios,consumers,market regulators and socialforces participate in quality safety control,and the opportunity cost reduced,thus the quality assurance mechanism ofagricultural products would form and run effectively.