新媒体环境下食品溯源体系建设中主体角色演化机制研究

Research on the Evolution Mechanism of the Main Role of Food Traceability System Construction under New Media Environment

本文通过构建非对称演化博弈模型,探究食品溯源体系建设中各主体主导地位的存在条件,继而研究食品溯源体系发展不同阶段下不同主体的角色转变。结果表明,政府在食品溯源体系建设初期处于主导地位。随着技术的发展,溯源体系建设成本下降,企业逐渐占据主导地位,政府退居监管者角色。而在新媒体塑造的舆论环境下,政府机构和食品企业将改变原有策略选择状态,区块链技术的发展亦为企业主导地位的演化提供了技术支撑,由此技术进步与制度创新相辅相成、互相促进。政府建设食品溯源体系的机会成本、上级政府对下级政府的奖惩措施及政府对食品安全涉事企业的处罚条件等,均影响了政府和企业的博弈结果与策略选择。为解决信任危机,食品溯源体系建设过程的主体分配应遵循市场及制度演化规律,因势利导,推动食品溯源体系建设向有利于改善全体社会成员福利的方向发展。

By constructing an asymmetric evolutionary game model,this study studies the existence conditions of the dominant position of each subject in the construction of the food traceability system,and then studies the roles of different subjects in different stages of the traceability system development.The results of the study show that government was in a dominant position in the early stage of the construction of food traceability system.With the development of technology,the cost of traceability system construction has decreased,enterprises have gradually taken the dominant position,and the government has taken the role of regulator.In the public opinion environment shaped by the new media,government agencies and food companies will change the state of original strategic choice.The development of blockchain technology also provides technical support for the evolution of corporate dominance,whereby technological progress and institutional innovation are complementary and mutually reinforcing.The opportunity cost of government,the reward and punishment measures of the super government to local government and the penalty conditions for food safety-related enterprises all affect the game results and strategic choice of the both subjects.In order to solve the crisis of trust,the construction of food traceability system is urgent,and the main distribution of construction process should follow the law of market and system evolution.Based on the above,the construction of food traceability system will in the direction of improving the whole social welfare.