农产品的原产国效应与调节机制:文献综述与国际经验  

The effect and regulatory mechanism of country-of-origin in agricultural market:literature review and international experience

作　　者：王二朋[1] 卢凌霄 WANG Erpeng;LU Lingxiao

机构地区：[1]南京工业大学经济与管理学院,南京211816 [2]农业农村部市场与信息化司,北京100125

出　　处：《世界农业》2018年第11期17-21,270,共6页World Agriculture

基　　金：教育部人文社会科学青年基金项目(13YJC790138);江苏省高校哲学社会科学研究基金项目(2017SJB0191);南京工业大学习近平新时代中国特色社会主义思想专题研究项目(XJPB013)

摘　　要：原产国问题一直是农业政策领域讨论最广泛的议题之一,在农产品市场尤为重要。由于农产品原产国属性的特殊性,使原产国成为农产品购买决策的重要分类依据、整体质量信号和食品安全信号。国家印象、安全风险感知和爱国主义是原产国偏好形成的重要影响因素;信息强化、增加替代属性和低价策略是调节非质量差异导致的农产品原产国效应的重要手段。国际经验表明,文化宣传和产业公共营销是提升原产国效应的有效政策手段。The issue ofcountry-of-origin has been widely discussed in the agricultural policy field,especially in the agricultural market.Due to the particularity in the agricultural products market,the country-of-origin is the key variable influencing the purchase decision as a classification basis,also as overall quality and food safety signal attributes.Country imagine,food safety perception and patriotic emotion are important factors which affect the formation of country preference.Information enhancement,alternative attributes and low-price strategies are important means to adjust the effect of country-of-origin caused by non-quality differences.Cultural promotion policy in South Korea and generic marketing policy in the United States can provide important information for China to solve the preference crisis of the country-of-origin in the agricultural products market.

关 键 词：原产国效应 农产品 调节机制 国际经验 

分 类 号：F323.7[经济管理—产业经济]