“赣南脐橙”品牌建设中的“智猪博弈”困境分析及对策研究  

Analysis of the "boxed pigs game" dilemma in brand building of Gannan Navel Orange and its countermeasures

作　　者：曹文[1] 涂传清[2] 张会翰 

机构地区：[1]江西农业大学经济管理学院,江西南昌330045 [2]江西农业大学计算机与信息工程学院,江西南昌330045

出　　处：《福建农林大学学报（哲学社会科学版）》2014年第4期40-45,共6页Journal of Fujian Agriculture and Forestry University(Philosophy and Social Sciences)

基　　金：教育部人文社会科学青年基金项目(12YJCZH189)

摘　　要：构建纯策略和混合策略博弈模型,剖析了在品牌化进程中"赣南脐橙"作为区域农产品赣州市辖区内县级政府间的博弈关系,并得出结论:县级政府选择投资于市级公用品牌或"搭便车"取决于联合投资纯收益、独立投资纯收益与"搭便车"收益的比较,并受相对投资纯收益的影响;在此基础上对比分析了维护"赣南脐橙"品牌的2种品牌建设费用分摊方案的实际效果,进而为赣州市政府提高激励效率解决"智猪"难题提出政策建议。A pure and a mixed strategy game model is built to analyze the game relations between county governments in Ganzhou Municipality in branding process of local farm products, such as Gannan Navel Orange. It is concluded that county governments choosing to invest in municipal public brand or hitchhiking depends on the net income comparison of joint investment, independent investment and hitchhiking, meanwhile affected by the relatively investment net income. On this basis, the actual effects of two costsharing programs of maintaining Gannan Navel Orange brand are compared. Accordingly policy recommendations are offered for Ganzhou municipality to improve excitation efficiency of solving the ＂boxed pigs＂ problem.

关 键 词：品牌建设 “智猪博弈” “赣南脐橙” 

分 类 号：F323.5[经济管理—产业经济]