品牌机制促进食品安全的制度经济学分析

南京财经大学硕士学位论文品牌机制促进食品安全的制度经济学分析姓名：刘天鹏申请学位级别：硕士专业：政治经济学指导教师：桑乃泉20061227I21“”“”IIABSTRACTThefoodsafetyissueshaveemergedinanendlessstream,causedtremendouslosses,towhichgreatattentionhasbeenpaidbyboththegovernmentandsociety.Effectivesolutionoftheseissuesisurgentlyneeded.Someliteratureemphasizeonthegovernment’ssupervisionandenforcementoflaw.However,thelimitationandimperfectionofthegovernmentandlawcannotsolvetheseissues.Otherliteratureemphasizestheroleofmarketmechanism,buttheirresearchstillstayinthestageofdescription.Andtheyhavenotputforwardtheconcretemeasures.Hence,undertheexistingenvironmentofthegovernmentandlaw,whateffectivemeasureshouldbeproposed,whichfocusedontheroleofmarketmechanism.Thispaperaim’stodiscussthefoodsafetyissuesbyconsideringtheroleofthemarketmechanism.Enterprisescompetenotonlyintermoftheirproducts,butalsotheirbrand.Thisstudyanalysesthefoodsafetyissuesfromtheperspectiveoftransactioncostapproach,payingspecialattentiontotheroleofbrandmechanismtoensurefoodsafety.Theobjectstudiedinthispaperstudiesthefoodsupplychainandfoodconsumers.Itdealswiththefoodsafetyissues,brand,transactioncosts,andtherelationshipsbetweenthem.Itconsistsoftwoparts:theoreticalandempiricalparts.Theoreticalpartdiscussesthebrandmechanismandtherelationshipbetweenbrandandtransactioncosts,thenanalysesitsroleinensuringfoodsafetyfromtheperspectiveoftransactioncostapproach.Empiricalresearchcomposedofacasestudyandeconometricstudy.ThecasestudyofthebrandofXiaoCaiYiDie”(asmalldishoffood)describedtheoperationofthebrandanditsadvantageinassuringfoodsafetyandsavingtransactioncosts.Theinspirationhasbeensummarizedbythecasestudy.Theempiricalstudyconductedtheconsumers’surveytogetfirst-handdata.Thestatisticalanalysissupportedthebasicideasofthepaper.Thestudyconcludedthatthegoodoperationofbrandmechanismcanensurefoodsafetyandreducetransactioncostsalongthefoodsupplychain.Policysuggestionsandimplicationshavebeenputforwardbytheendofthepaper.KEYWORDSBrandMechanism;FoodSafety;FoodSupplyChain;TransactionCost11.11.1.1“”“”2005“”“”“”11.20024020012.2001“”2002“”23.“”1.1.2J20044673-77.31.21.2.11.1HACCP41.12005————1.2.21.200552.()()(..2003),3.·64.1.2.3“”1.31.3.171.3.2“”“”82.12.1.1.2003,,20042004MarcT.Law(2004)“”“”“”“”2006200592.1.2.20042002“”200520042004“”200610200420042.2112.334050,“”(,1994),12,,,(,1991),,,,,,,,,,“”(,1994),,,,,,,,1937Coase,19373021“”133.13.1.11.,,,,,,,,,,,,,,,,,“”2.14HACCPGMP1“”260℅153·100“”3.1.2,,“”,,,,(),;,,,,,200512227-32.16,,3.23.2.11.172.1()“”()1823:193.3.13.1“”1976203.23.2“”214.“”“”“”3.2.2,,22,,,,,,,,,,3.33.3.11.233.3AxBx′x′x……yy′y′′……yy′y′′…………Bt3.3BABAytx′yt+x′xy′tx′y′t+x′xy′′tx′y′′t+x′x…………………………24ynt+x′xn=……A“”2.3.,,,“”,,,,,,,,,,,25,,,,,,,,,“”,,,,,,,,,,,()3.3.21.FrankandHenderson,1992,,,,,,,26,;,,:,,2.3.,,,“”“”,,,274.,,,,,,,,28“”“”4.1“”4.1.1“”1989“”“”19951998“”“”“”“”“”29“”?“”“”30200“”“”“”“”“”“”“”“”“”“”“”“”“”“”“”9“”“”“”“”“”“”“”“”“”“”“”30“”“”“”“”“”“”20048000“”200511“”54.1.2“”1.“”“”“”31“”“”1010110“”“”“”“”2.“”32“”20047“”3.“”“”“”“”“”“”33“”“”“”4.1“”“”4.1“”“”4.2“”34“”“”4.2“”4.“”4.3354.3“”“”4.1.3“”1.,“”“”36“”2.“”510“”“”“”4.24.2.1250195755.1095.34199835.5239.30374.119571978199020031068.03624.118547.9117251.923.50150.66307.841754.45222.0311.61278.96510.9129.7178.9693.82416.9270.9116.1584.61943.369.678.6343.8886.05020044.14.2.21.20069229231300400400400100335789.254006.138sorry433574742.“”3550“”35735790℅269()222/1eppZn−×=α4.1nZ90℅Z2α=1.64P1/2e5℅n=269,26940053.3573.423116493141482.7871012915259795n=385357539299011911094.2.31.4.21000328.962.4383.3133.4692.5312.0631000200013838.662.8042.9643.4063.3412.9422000300011632.492.9572.6473.2333.5693.388300040005114.292.9612.5293.6273.7843.5694000205.602.9002.4004.0504.1003.6503571002.8492.7983.4233.4483.137400040004000402.744.2.4DPS,,10512345541(311:1)1234511(2.3)9(20.5)23(52.3)8(18.2)3(6.8)44(100.0)23(3.7)36(45.0)28(35.0)12(15.0)1(1.2)80(100.0)31(0.7)57(41.9)60(44.1)18(13.2)0(0.0)136(100.0)43(3.7)23(28.7)36(45.0)16(20.0)2(2.5)80(100.0)52(11.8)4(23.5)5(29.4)5(29.4)1(5.9)17(100.0)10(2.8)129(36.1)152(42.6)59(16.5)7(2.0)357(100.0)2χ=31.3680df=16p=0.0121=0.2842p0.3(7:1)1234517(15.9)16(36.4)9(20.5)9(20.5)3(6.8)44(100.0)210(12.5)30(37.5)29(36.2)7(8.7)4(5.0)80(100.0)311(8.1)59(43.4)44(32.4)17(12.5)5(3.7)136(100.0)42(2.5)31(38.7)26(32.5)13(16.2)8(10.0)80(100.0)52(11.8)2(11.8)8(47.1)5(29.4)0(0.0)17(100.0)32(9.0)138(38.7)116(32.5)51(14.3)20(5.6)357(100.0)2χ=25.8654df=16p=0.0560=0.2599p0.31142(1:9)1234512(13.3)4(26.7)4(26.7)3(20.0)2(13.3)15(100.0)23(13.6)7(31.8)8(36.4)4(18.2)0(0.0)22(100.0)39(7.1)30(23.8)57(45.2)26(20.6)4(3.2)126(100.0)427(15.3)35(19.9)62(35.2)43(24.4)9(5.1)176(100.0)53(16.7)4(22.2)5(27.8)4(22.2)2(11.1)18(100.0)44(12.3)80(22.4)136(38.1)80(22.4)17(4.8)357(100.0)2χ=15.3766df=16p=0.4972=0.2032p,0.2(5:9)1234518(53.3)6(40.0)1(6.7)0(0.0)0(0.0)15(100.0)26(27.3)13(59.1)1(4.5)1(4.5)1(4.5)22(100.0)331(24.6)61(48.4)29(23.0)2(1.6)3(2.4)126(100.0)424(13.6)81(46.0)48(27.3)10(5.7)13(7.4)176(100.0)53(16.7)1(5.6)3(16.7)8(44.4)3(16.7)18(100.0)72(20.2)162(45.4)82(23.0)21(