GI农产品品牌建设中“搭便车”问题研究——基于俱乐部产品视角  

Free Riding Problem in the Brand Building of Geographical Indications for Agricultural Products——From a Perspective of Club Goods

作　　者：曾艳[1,2] 陈通[1] 吕凯[2] 

机构地区：[1]天津大学管理与经济学部,天津300072 [2]天津大学文法学院,天津300072

出　　处：《天津大学学报（社会科学版）》2014年第4期380-384,共5页Journal of Tianjin University：Social Sciences

基　　金：教育部人文社科规划基金资助项目(10YJA630014)

摘　　要：农产品地理标志承载着因长期历史积淀形成的产品特色声誉,具有极高的品牌价值,为产区内所有生产者共享,是一种典型的俱乐部产品。这种准公共品属性,使区域内生产者在共享品牌溢价收益的同时,也面临着搭便车所导致的品牌集体声誉贬损的风险。实践中,个别生产者搭便车行为引发的株连效应已经严重影响了地理标志品牌的健康有序发展,而传统的分散式农业经营模式和某些地区现有的大规模生产合作社方式都无法有效解决这一问题。博弈分析表明,以小规模基层生产合作社为基础构建嵌套式的生产合作组织体系是治理当前我国GI农产品品牌建设中搭便车问题的可行路径。Agticuhural product brands with a geographical indication have significant branding values for their long standing reputation for quality and uniqueness. As a club good, a geographical indication based brand is shared by all the producers in the specific geographic origin of the good, who benefit from the premiums for the brand. On the other hand, however, it faces risks resulting from free riding on reputation. In practice, the problem of free riding has negatively affected the healthy and orderly development of geographical indication brands in China. Evidence has shown that the traditional decentralized agribusiness model and the current mass production cooperatives in some regions are unable to provide an effective solution to free tiding. A game analysis concludes that a nested cooperative system based on small scale cooperatives at the grass root level may be a feasible approach to addressing the free riding problem in branding of geographical indications for agricultural products in China.

关 键 词：地理标志 农产品 品牌建设 搭便车 俱乐部产品 

分 类 号：F320.1[经济管理—产业经济] D922.4[政治法律—法学]