农产品区域公用品牌建设中的“搭便车”问题——基于数字化追溯、透明和保证体系的治理研究  

The Free-rider Problem in the Construction of Region Public Brands of Agricultural Products:AnAnalysis Based on Governance Study of Digital Traceability, Transparency andAssurances Systems

作　　者：董银果[1] 钱薇雯 DONG Yinguo;QIAN Weiwen

机构地区：[1]华东理工大学商学院

出　　处：《中国农村观察》2022年第6期142-162,共21页China Rural Survey

基　　金：国家自然科学基金项目“SPS措施与农产品质量升级的耦合机制研究”(编号:71673087)的资助。

摘　　要：防范农产品区域公用品牌建设中的“搭便车”行为,对提升品牌声誉、实现农产品优质优价具有重要意义。本文从理论上分析了集体行动中“搭便车”行为产生的原因,在此基础上剖析了中国农产品区域公用品牌建设中的信息不对称和存在的“搭便车”现象,阐述了数字化追溯、透明和保证体系通过信息供给防范“搭便车”行为的机理,并提出农产品区域公用品牌建设中数字化追溯、透明和保证体系的构建策略。研究发现:数字化追溯、透明和保证体系通过产品追溯、品牌分割、品质保证和信息传递解决了生产者与消费者、品牌管理者与品牌成员、市场监管者与生产者之间的信息不对称问题,从而防范“搭便车”行为,提升农产品区域公用品牌声誉。因此,防范农产品区域公用品牌建设中的“搭便车”行为应以供应链信息供给为突破口,以数字技术为依托,以新“三品一标”为导向,采取“三步走”策略,分步实施双圈、双层、全过程的数字化追溯、透明和保证体系,走出当前维护农产品区域公用品牌声誉面临的现实困境。It is of great significance to prevent free-riding behavior in the construction of regional public brands of agricultural products to enhance the brand reputation and realize the high quality and competitive price of agricultural products. On the basis of theoretical analysis of the causes of free-riding behavior in collective action, this article discusses the information asymmetry and the phenomenon of free-riding in the construction of regional public brands of agricultural products in China, describes the digital traceability, transparency and assurances systems to prevent free-riding behavior, and puts forward the construction strategy of digital traceability, transparency and assurances systems in the construction of regional public brands. The study finds that digital traceability, transparency and assurances systems have solved the problem of information asymmetry between producers and consumers, brand managers and brand members, market supervisors and producers through product traceability, brand segmentation, quality assurance, and information transfer, so as to guard against free-riding behavior and realize the purpose of improving regional public brands reputation. Therefore, to prevent free-riding behavior in the construction of regional public brands of agricultural products, it is necessary to take the provision of supply chain information as a breakthrough, rely on digital technology, take the new “three products and one standard” as a guide, adopt the “three-step” strategy, implement the digital traceability, transparency and assurances systems of double circles and double layers step by step and get out of the current dilemma in the process ofmaintaining regionalpublicbrandsreputation ofagricultural products.

关 键 词：区域公用品牌 “搭便车” 信息不对称 数字化 

分 类 号：F323.5[经济管理—产业经济]