工商管理学院知识库

农产品区域品牌是乡村振兴战略的重要抓手，近年来，国家高度重视农产品区域品牌的建设。农业农村部将2017年确定为农业品牌推进年，计划从2022年到2025年培育300个具有代表性的农产品区域品牌。然而，由于农产品区域品牌发展速度过快，使得品牌在建成以后由于缺少维护，而不能充分发挥带动区域经济发展的作用，甚至给地区名声带不良影响。由于农产品区域品牌建成后维护主体和维护机制不明确，导致很多不良商家“搭便车”，通过生产低质量产品来获取短期大量的利益，并给品牌带来巨大的伤害，进而造成农产品区域品牌中的“柠檬市场”问题。因此，平衡各参与主体的利益关系，保障农产品区域品牌建成后能够健康发展至关重要。

    为解决农产品区域品牌中的“柠檬市场”问题，本研究结合现实案例，通过文本分析法，确定农产品区域品牌维护中的主要参与主体和各参与主体的策略，并通过演化博弈理论，构建“行业协会-企业-消费者”间的三方演化博弈模型，进而通过雅可比矩阵求解，对三方参与主体策略选择的稳定性进行分析，最后运用Matlab，改变三方收益变量的数值，对结果进行仿真模拟，观察各参数对主体策略选择的影响。

    通过对参与主体策略选择和参数变化的系统性分析，得出以下结论：（1）农产品区域品牌维护的主要参与主体为行业协会、企业和消费者。（2）惩罚力度是影响企业是否生产标准质量以上产品的的重要因素。（3）行业协会对企业的补贴力度对行业协会和企业有重要影响。（4）行业协会进行消费者教育投入对企业生产标准质量以上产品有促进作用，对消费者投诉的影响具有两面性。

The regional brand of agricultural products is an important starting point for the rural revitalization strategy, and in recent years, the state has attached great importance to the construction of regional brands of agricultural products. The Ministry of Agriculture and Rural Affairs has identified 2017 as the year of agricultural brand promotion, and plans to cultivate 300 representative regional brands of agricultural products from 2022 to 2025. However, due to the rapid development of regional brands of agricultural products, the brand cannot give full play to the role of driving regional economic development due to lack of maintenance after completion, and even has a negative impact on the reputation of the region. Due to the unclear maintenance subject and maintenance mechanism after the establishment of the regional brand of agricultural products, many unscrupulous businesses "free ride" to obtain a large number of short-term benefits through the production of low-quality products, and bring huge harm to the brand, which in turn causes the problem of "lemon market" in the regional brand of agricultural products. Therefore, it is very important to balance the interests of all participants and ensure the healthy development of regional brands of agricultural products.

    In order to solve the problem of "lemon market" in the regional brand of agricultural products, this study combined with real cases and text analysis to determine the main participants and the strategies of each participant in the maintenance of regional brands of agricultural products, and constructed a tripartite evolutionary game model between "industry associations-enterprises-consumers" through evolutionary game theory, and then analyzed the stability of the strategy selection of the three participants through the Jacobian matrix solution, and finally used Matlab to change the value of the tripartite benefit variables. The results were simulated to observe the influence of each parameter on the selection of the main strategy.

    Through the systematic analysis of the strategy selection and parameter changes of the participants, the following conclusions are drawn: (1) The main participants in the regional brand maintenance of agricultural products are industry associations, enterprises and consumers. (2) Punishment is an important factor affecting whether an enterprise produces products above standard quality. (3) The subsidy of industry associations to enterprises has an important impact on industry associations and enterprises. (4) The investment of industry associations in consumer education has a promoting effect on the production of products above standard quality, and the impact on consumer complaints has two sides.