网购食品供应链平台与平台卖家信号传递的博弈  

The Game of Signal Transmission between Online Shopping Food Supply Chain Platform and Platform Seller

作　　者：刘永胜[1] 甘莹莹 徐广姝[2] LIU Yong-sheng;GAN Ying-ying;XU Guang-shu(Business School,Beijing Wuzi University,Beijing 101149,China;Logistics School,Beijing Wuzi University,Beijing 101149,China)

机构地区：[1]北京物资学院商学院,北京101149 [2]北京物资学院物流学院,北京101149

出　　处：《商业研究》2018年第10期19-27,共9页Commercial Research

基　　金：国家社会科学基金项目"网购食品安全监管体系研究";项目编号:16BGL134

摘　　要：网购食品供应链具有较大的信息不对称性,而信号传递是消除信息不对称的有效途径。本文基于信号传递博弈理论构造网购食品供应链平台与平台卖家的信号博弈模型,并对均衡结果进行分析,结果表明只有分离均衡才能实现平台卖家的优劣分离,使优质卖家选择向平台传递信号,劣质卖家选择不传递信号,而避免市场进入混同均衡和准分离均衡的关键是提高平台识别劣质卖家的概率。为此,优质平台卖家要增强其品牌和优质信号的传递,与供应链其他主体共建食品溯源机制;网购食品供应链平台要完善其信号检测和识别机制,构建卖家食品安全信用档案,加大对优质卖家的奖励,对劣质卖家的处罚;政府要加强日常监督,并与网购食品供应链平台共建"总+分"的管理模式。The online shopping food supply chain has a large information asymmetry,while signal transmission is an ef?fective way to eliminate information asymmetry.Based on the signal-passion game theory,this paper constructs the signal game model of online shopping food supply chain platform and platform sellers,and analyzes the equilibrium results.The results show that only the separation and equalization can achieve the separation of the advantages and disadvantages of the platform sellers,so that the high-quality sellers choose transmit signals to the platform,inferior sellers don′t choose transmit signals,and the key to avoiding the market entering mixed equilibrium and quasi-separation equilibrium is to increase the probability of the platform identifying inferior sellers.To this end,high-quality platform sellers should en?hance the transmission of their brands and high-quality signals,and build food traceability mechanisms with other enti?ties in the supply chain;online shopping food supply chain platforms should improve their signal detection and identifica?tion mechanisms,build sellers′food safety credit files,and increase reward for high-quality sellers,penalties for inferior sellers;government should strengthen daily supervision and establish a“total+point”management model with the online shopping food supply chain platform.

关 键 词：网购食品供应链 平台 平台卖家 信号传递博弈 

分 类 号：F274[经济管理—企业管理]