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食品可追溯体系是消除食品供应链信息不对称的有效手段,本文通过向消费者提供更多的食品质量安全信息改变消费者的支付意愿,研究市场机制在解决食品安全问题中的有效作用。在由食品加工企业和农户构成的食品安全供应链中,分析基于消费者支付意愿的农户与食品加工企业的博弈行为,得出了食品加工企业对农户进行监管的条件,以及农户按照与食品加工企业签订的可追溯食品契约进行生产的激励措施,并给出了政府在可追溯制度实施中对食品加工企业的激励设计要求。
The food traceability system is an effective means to eliminate the asymmetric information in the food supply chain. This paper attempts to change consumers’ willingness to pay by providing consumers with more food quality and safety information and to study the effective role of market mechanism in food safety. In the food safety supply chain composed of food processing enterprises and farmers, the game behavior of farmers and food processing enterprises based on consumers ’willingness to pay is analyzed, and the conditions for the supervision of farmers by food processing enterprises are derived. And the farmers’ Incentives for enterprises to trace the production of food contract signed, and gives the government in the implementation of traceability system for food processing enterprises incentive design requirements.