食品企业质量安全意识提升的演化博弈逻辑——基于乳制品行业消费者重复购买行为

The Evolutionary Game Logic of the Improvement of Quality and Safety Awareness of Food Enterprises——Based on the Repeated Purchase Behavior of Consumers in the Dairy Industry

“双循化”新发展格局下,我国食品安全问题受到了更高的社会关注。食品行业在社会共治的环境下依然出现了诸多安全隐患,而企业质量安全意识不足是风险存在的根本原因。为探究食品企业质量安全意识提升的内在驱动力,本文以乳制品行业消费者两期购买市场为基础,通过分析食品企业、源头供应商、政府监管部门、自媒体和消费者多方主体的演化博弈过程,构建逐利动机下食品企业的微观均衡模型。在此基础上,通过市场仿真模拟进一步观察企业质量安全意识变动带来的经济和社会效益。研究结果表明:(1)在一定社会共治的市场环境下,质量安全意识提升对食品企业的市场利润产生了正向促进效果。(2)采取技术创新发展战略的食品企业,提升质量安全意识将带来更高的经济收益。(3)社会监督主体之间存在角色上的互补性和替代性,政府部门和自媒体之间的互补性关系大于替代性关系。(4)消费者需求弹性、政府监管力度以及媒体影响力的增强,将扩大企业提升质量安全意识带来的经济效益。

Under the new development pattern of"double reunification",my country's food safety issues have received higher social attention.In the environment of social governance,the dairy industry still has many hid-den safety hazards.The lack of awareness of quality and safety in food companies is the fundamental reason for the existence of risks.In order to explore the internal driving force for the improvement of the quality and safety awareness of food companies,this article is based on the two-phase consumer purchase market,through the analysis of the evolutionary game process of dairy companies,source suppliers,government regulatory agen-cies,self-media,and consumers.Construct a micro-equilibrium model of dairy enterprises under the profit-seeking motive.On this basis,the economic and social benefits brought about by changes in corporate quality and safety awareness are further observed through market simulation.The research results show that:①In a certain social co-governance market environment,the improvement of quality and safety awareness has a posi-tive effect on the market profit of food companies.②For food companies that adopt technological innovation and development strategies,improving quality and safety awareness will bring higher economic benefits.③There are roles of complementarity and substitution between social supervision subjects,and the complementary relationship between government departments and self-media>substitution relationship.The elasticity of consumer demand,the increase in government supervision and the influence of the media will expand the economic benefits brought by enterprises to enhance their awareness of quality and safety.